One of the most fun parts of my job is to contribute to the direction of these cool looping subtle slow motion animations. The emphasis has always been on the low speed and motion of subtle details. These animations are created from flat art that our animation specialist has to clip into quite a few layers to account for all the moving parts. After receiving our direction, he and I often research footage that could inspire the way we envision certain things moving, it could be kelp under water, fire, sea foam, dry ice, pool reflections or burning chemicals. There’s often a few iterations he delivers, and we always tweak some items, like reflections, speed, movement, lighting, use of particles, speed of particles, use of blur to create depth, etc. until the animation is just right.


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