This 3D Animation is a Music Visualization of the word „rhythm“. Just like with our project „complexity“, we tried to incorporate the meaning of the word into the 3D Animation, Editing and the Sound Design. That way we can communicate an overall consistent message just like it is required in an advertisement, presentation for a company or a product. Every detail has to be in line and perfectly match the overall concept – from choosing the font to the color correction and the finishing touches.
A commercial-like design process
More often than not, a project like a commercial starts with a core message and essential values that then have to be incorporated into the creative process on all audiovisual levels. For a Music Visualization like this or any other Film or 3D Animation, that also includes the Sound Design and the Edit which are then finalized and perfected in the finished project.
And that exactly is one of our strengths: We follow along a main idea or an already elaborated design guideline and work out the details so that it perfectly supports and presents the desired message.
Just like the brief of a commercial, the basis of this project was the idea to visualize the meaning of the word, so that the design process was similar to that of a commercial.
Interaction of Sound and 3D Animation
In our case the 3D objects react to the rhythm of the music in a dynamic way by changing their size and rotation within the room based on the increase or decrease of the sound wave. At the same time the edit of the project is timed to accentuate the beats while smoother camera motions accompany quieter parts of the music and bring continuity to the whole by balancing out the abrupt motions.
Combining and coordinating sound and visualization is essential, especially when visualizing an abstract concept like a word. That is not just the case with this Music Visualization but many other commercials, logo animations, product placements and in general all visualizations that stick to the corporate design of a brand or company.