Advertising as Motion Art

Eyeball, a design firm right here in New York City, specializes in creating visually striking motion graphics for their clients, whether through live action video or animated graphics. For several years, they have partnered with Target on their "Arts for All" campaign, a series of videos that highlight Target's support of the arts. Eyeball's most recent creation, "Art Unfolds," cleverly integrates Target's brand with hand drawn illustrations.

The video is very well-crafted and engaging. The transitions from one illustration to the next are seamless and flow quite naturally. The Target logo is heavily utilized throughout the design. It is used quite deftly and does not seem like an afterthought. Rather, its treatment appears as an integral part of the overall design direction. I think it is quite difficult to integrate a company's logo into a solution without it appearing forced or overly designed. The simplicity of Target's logo makes this task somewhat easier. However, Eyeball clearly takes great care not to destroy or obscure the essence of the logo while it is being manipulated. They achieve a delicate balance between attention to the logo and attention to the illustrations.