Vice 'Rule Britannia' D&AD (Collaborative)

We decided to choose the brief Vice has set as it allowed us to incorporate animation into the project which both of us had little experience with before but would like to expand on.

To start we did a little research into what Vice was and particularly the subjects it featured in its Rule Britannia series. 

Most of the subjects they tackled were serious and often about criminal activity - which made the 'Rule Britannia' title seem satirical and a lot of the articles had a tongue and cheek tone of voice. The tagline 'The best of Old Blighty' is ironic as the articles are exclusively negative. 

We started by linking words that related to 'Rule Britannia' and then Vice's version of the term to generate some ideas and themes. 

Vice's current 'Rule Britannia' ident

The current ident used by Vice uses stop motion to make a flag ripple, referencing the song 'Rule Britannia' which was sung by the navy at sea. I feel it is a bit too literal and doesn't really communicate what the channel is about   

Animation/Film    

We looked at some existing idents to get an idea of what was already being produced and how they linked to the channels/companies content.

Film 4 

Taking shots that could be found in the films that Film 4 put on these simple idents are a good introduction to the channel. The repeated rolling of the images relates to the roll of film used to project in cinemas. I like how the type gradually comes together as the film speeds up and that it looks as though it has been placed into the scene.   

   

TWDY | New Topia

Artwork & animation by Sam Leyja, Victoria Cook and Andrew Weiler, lilfuchs.com

Music video for This Will Destroy You's song. Like how the animation flows with the song and hypnotises you into the video. The clean and simple abstract shapes and vibrant colours also help to fixate you on the animation with creative effective transitions to move from one image to another.

Tame Impala - Feels Like We Only Go Backwards  

Artwork & animation by Joe Pelling and Becky Sloan, beckyandjoes.com

The animation for Tame Impala's video has been created using plasticine which works really well as a material for stop motion as it is incredibly versatile and can be re-sculpted and adjusted to make smooth transitions between shapes.  

Swindle - Moodswings  

Artwork & animation by Mr. Tit (Karimo & BDID), ilovekarimo.com

Unusual animation to fit an unusual song. I like the digital illustrative aesthetic to the video and the bright bold colours used. The repetition of the images fits with the repetition in the song and 'flows' really well.   

ONE.org 10 years

Animated by Studio AKA, studioaka.co.uk

I picked out these images from this animation because they used the technique of drawing out the same text over and over to make it move. While this is commonly used in hand rendered type animation I think it is appropriate for this project to give it a natural human feel.