Having been inspired by motion typography in the commercial world and it’s prevalence and effectiveness in internet and television advertising, I decided to attempt my own creation using Adobe After Effects, Cinema 4D and Premiere.
I wanted the overall aesthetic to be simple, clinical and punchy and was inspired by industrial and utility typefaces such as the ‘Transport’ road signage font set and the New Johnston style signage used by Transport For London.
The colour scheme and type elements for this lyric video were chosen to meet the brand specifications of the band’s artwork which I developed myself.
I took inspiration from each lyric to create unique animatics for every sentence. I positioned certain markers throughout the video to keep time with instruments in the track where it was solely instrumental. These visual elements mirrored the instrumentation of the track, which would, in turn give the viewer multiple areas of focus. To develop and help give impact, the fonts separate in the chorus section into two different colour channels, red and cyan. This mimics the anaglyphic style of retro 3D processes which I feel gives a sense of impact and a contrasting level of depth.