Spot Animations

Introduction
On landing-pages and other digital marketing touchpoints, engaging animations add relatability and personality to a brand's messaging. Practically speaking, this results in reduced bounce rates, longer page views, and more trusting, engaged visitors.

This assortment of short animations is meant to showcase my proficiencies in motion design, from animated logos to kinetic typography, to character design and animation.
Roles
Illustrator
Designer
Motion Designer
Animator

Software
Procreate App
Adobe Illustrator
Adobe After Effects
Adobe Animate


A Very Bouncy Breakdown


To provide a sense of how I approach motion projects I’ve compiled a breakdown for this horse animation, created for an assignment based on Eadweard Muybridge’s famous study of a horse in motion. The goals I defined for this project were as follows:

  • Learn Procreate App’s animation features.
  • Combine traditional frame-by-frame animation with After Effects keyframing in one project.
  • Create a perfect loop.
  • Practice the animation principle of squash and stretch.

Starting Out


This animation began with simple pose drawings in Procreate. To focus on the animation I kept the character design very simple, building essentially a square body with legs and a head. I knew I could achieve dynamic motion by focusing on two movements:

  1. Squashing and stretching the square body as the horse rises and falls.

  2. Adding follow through by delaying the movement of the head in relation to the body. You can see this in the in-between pose in the image slider to the right, where the usually neckless horse has a very long neck to allow for the delayed falling of the head.

Moving Into After Effects


Once I was happy with how the posing was looking in my Procreate sketches, I took the frames into After Effects and used them as guides to trace over with the pen tool, making slight adjustments as I went along.

I used hold keyframes to retain the warmth of the frame-by-frame feel of the movement and added more in-betweens to prolong the walk cycle and give the horse a moment of weightlessness at the top of its bounce.

Baking In The Background


I created the background in Adobe Illustrator and then imported the file as shape layers into my After Effects composition.

To create the illusion that the horse is moving forward, I applied parallax movement to the layers of my background, making the canyons in the distance move more slowly than those closer to the camera.

Perfecting The Loop


At this point I was nearly done, but I was annoyed by the sudden snap of the background back to the right when the scene resets.

After some soul (and internet) searching I concluded that the best way to solve this problem was to distract the viewer’s eye at the moment the scene resets by covering the area that snaps with a foreground element (that’s the big rock you see in the final composition).

To wrap it all up I added a sunset, did some re-coloring, and gave the whole composition a dampening vertical oscillation when the horse hits the ground for some extra whomp.

More Work
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