Wizz animates paper, balloons, ink and drawings for Primagaz

Wizz, a Production, Post Production, and Motion Design studio, has just created a very beautiful campaign for the Primagaz website.

Different worlds are explored through 4 spots, showcasing the trendy animation styles of the moment, set to slam poetry:

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Primagaz - Papier

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Primagaz - Ballons

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Primagaz - Encre

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Primagaz - Dessins

• Paper: More and more advertising campaigns are using this kind of look, reminiscent of origami. Orange, for example, based an entire range of plans on this style. Many designers, tired of seeing digital renders that all look alike, prefer to return to traditional tools such as paper and scissors, to bring more texture and a natural feel. In the case of the Primagaz video using this technique, I think there are as many real elements (photographed then animated) as there are 3D ones (for the unfolding parts, etc.).
• Balloons: In the second video, balloons take center stage. This time it’s fully 3D, and it reminded me of one of TF1’s old advertising jingles, where the letters inflated themselves. Note to self: go see Up, the latest Pixar movie with lots of balloons — it looks stunning...
• Inks: With a focus on fluidity and lightness, ink or watercolor-style renders can achieve delicate, airy results. In the same spirit, check out the T.RowePrice spot by Psyop or the Apple iPod Island ad.
• Drawings: With a more urban and graphic tone, hand-drawn typography is also very popular in the animation world. The clips by So-Me for Justice and Kanye West, or the Frères Moustache animations based on Grems’ drawings, have inspired many.

I think it’s great that companies like Primagaz give importance to graphic design and artistic quality in their communication campaigns for the web. It rejuvenates the brand and gives it a good image — at least for us “young folks.” I’m less into the slam part, though, but that’s another story ;)