I like the product being sold here, but that’s not why I’m posting it. To launch Google’s new e-books service — which I won’t link to lest I be accused of shilling for the man — the following video was produced. It was done by Buck, a production company I’ve posted about before on this blog. In that entry I mention how much I enjoyed their showreel, but with the creation of this piece I’m going to have to call myself an outright fan.
I can’t tell if there’s stop motion mixed in with the graphics or if the piece is completely CGI made to look like stop motion. Yet however it’s done, it’s done flawlessly. I’ve worked for production companies who count Google as a client, (although I haven’t worked on a Google campaign myself) and I know how important good storytelling is to them. The animations they commission aim less for beauty and more for clarity — after all, they are selling somewhat technical services that require some explaining.
I’d say Buck got it right on both scores here. See for yourself.