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Posts tagged ‘commercials’

Animation and the Compelling Commercial

There is a stunning short animated film making the rounds in movie theaters, about a farmer who goes from agrarian to industrialized production and back again.  In a single two-minute shot, a green pastoral landscape gradually transforms into a series of drab warehouses.  Cute oblong pigs with tiny scuttling legs get pumped with pharmaceuticals that inflate them into immobile spheroids, which then get crushed into pink cubes of meat that match the impersonal complexion of the new urban environment.  The camera neatly mirrors that subtly violent process of abstraction by slowly changing its perspective over the land: an angled bird’s-eye-view of an open horizon becomes a schematic, straight-down aerial shot of the production line.  While not exactly understated, the short is ambitious, elegant, and strangely moving.

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