What I love about Psyop is that even though they have the power to create digital universes of unending detail and visual effects that make your eyeballs ache, they know when to exercise restraint.
Their new spot for Navigon, “More Real,” isn’t really motion graphics in the traditional sense. It’s not even terribly earth-shattering, and I expect a grip of pithy comments lamenting it’s “uncoolness.” I’m posting it, however, because I want to show that honoring the concept with the most appropriate execution is what makes a studio great.
Here we have a spot about one of the most technologically advanced consumer technologies on the market today: GPS. In the minds of most people (me included), using a GPS system is about as intuitive and fun as dismantling a television with a toothpick.
The solution: Make it about people. Keep whizbang graphics out and let simple, hand-wrought, “more real” imagery rule the spot. The result is a subtle but effective ad that succeeds by differentiating itself from the rest of the herd. Psyop did it’s part by crafting solid, simple visuals that stay out of the way.
(Credits in the comments)