capturing a universal experience
I created a series of motion graphics for Apple Music, focusing on building an immersive visual that captures the universal experience of the energy and atmosphere of live music.
Project Details
Client: Apple Music
Deliverables: Multiple short-form motion graphics (6 to 12 seconds) showcasing the Apple Music logo, accompanied by dynamic visual elements like smoke, fog, and lighting effects.
Duration: Each motion graphic ranged from 6 to 12 seconds, designed to captivate audiences with a brief but impactful image.
DESIGN PROCESS
Crafting The Concept
The core visual elements I decided to include were moving smoke and fog, and flashing lights—representing the ambiance of a live concert experience. These elements were chosen to evoke a sense of energy, passion, and being "in the moment" with live music. Keeping the images black and white added a cinema-verite look, enhancing to the live concert energy. The Apple Music logo and tagline were incorporated with a subtle fade-in effect, maintaining a clean aesthetic aligned with the overall Apple marketing style.
Identifying Challenges
One of the challenges was achieving the right balance between subtlety and drama in the animations. When you notice movement in what at first glance appears to be a still image, it feels more dramatic and engaging than a simple video clip. I wanted the lights and smoke to feel immersive but not overpowering, ensuring that the images didn't feel unnatural. High quality visual effects were used for a polished and cohesive final look.
Tools & Techniques
• Software Used: Adobe After Effects for animation, along with Cinema 4D for some of the volumetric light and fog effects.
• Techniques: Layered compositing, text animation, and careful attention to timing and pacing to evoke the live concert experience.
OUTCOME
The resulting motion graphics captured the essence of Apple Music as an all-encompassing music platform. The combination of atmospheric visuals and smooth text transitions created an engaging experience, emphasizing the tagline: "All the ways you love music. All in one place." The short clips were versatile, usable for promotional content across various platforms including social media and digital ads.