Wizz animates paper, balloons, ink and drawings for Primagaz

Wizz, a Production, Post Production, and Motion Design studio that I introduced to you last year, has just created a beautiful campaign for the Primagaz website.

Different worlds are explored through 4 spots, each using trendy animation styles 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 type of rendering, close to origami. Orange, for instance, based an entire range of plans on this concept. Many designers, tired of seeing digital renders looking more and more alike, prefer to return to traditional tools such as paper and scissors to give more texture and naturalness to their work. In the Primagaz video using this approach, I think there are as many real elements (photographed and then animated) as 3D ones (for the unfolding parts, etc.).
• Balloons: In the second video, balloons take center stage. This time, it's fully 3D—it reminded me of an old TF1 ad bumper where the letters inflated themselves. Note to self: go watch Up, the latest Pixar film with lots of balloons—it looks amazing...
• Inks: With a focus on fluidity and lightness, ink or watercolor-style renderings give soft and 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 trendy in the animation world. The clips by So-Me for Justice and Kanye West, or the animations by Les Frères Moustache based on Grems’ drawings, have inspired many.

I find it great that companies like Primagaz value graphic design and artistic quality in their online communication campaigns. It rejuvenates the brand and gives it a positive image for us “young people.” I’m less of a fan of the slam part, though—but that’s another story ;)