09 February 2008

Motion Theory Magic

It seems like Motion Theory must be a pretty cool place to work. I should check in with Otis alum Cui Haozheng '06, who is an animator at the firm. With offices here in Venice as well as New York and Europe, they are able to work with a diverse set of clients including Beck, Hewlett Packard, Gatorade and Budweiser.

Probably the best description of what Motion Theory has done for the world of advertising comes from writer Diane Mehta in her story Loco Motion, which appears in the February issue of Fast Company magazine:

"Now it's leading a wave of New York- and L.A.- based companies that are reinventing the TV comericial, even the look of video itself, and changing the way advertisers and other clients connect with the public...no one blends those worlds better than Motion Theory, with its radically strange hybrid of live action, visual effects and 3-D animation."

When describing Otis' Digital Media program, I often use the phrase we are teaching our students to tell stories through motion. The work that Motion Theory does is an excellent example of what I've been trying to say. They have selected pieces on their website. If you only watch one, make it the video for Beck's song "Girl."


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