GGP Malls App

objective

To design and produce a video that highlighted GGP’s Malls App’s in-mall navigation feature.

DUTIES

Concept, design and animation.

INSIGHT

This might not be a fair or even accurate observation, but it seems to me like far too many motion graphics projects tend to favor transitions that on the surface are visually appealing but tend to be completely arbitrary. For me this usually creates a frail relationship between the animation style and overall content, consequently diminishing the message’s impact. This is especially true with pre-fabricated video projects found in creative marketplaces. An appreciation for good transitions and the difficulty involved in creating them were the lessons imparted by this particular project.