Charlex recently posted a new spot for MSNBC.com that sports some elegantly seamless transitions. Stylistically and conceptually, the spot is strongly reminiscent of Lobo’s Dupont spot and draws on a long tradition of what could be called “stream of consciousness” mograph.
For some reason, we as viewers are enchanted by the morphing of one object into another. I suppose it has something to do with the moment of surprise that comes right after each transition. We feel as though we’re watching an elaborate puzzle unfold before our eyes. Moments of chaos or confusion are resolved by carefully timed moments of clarity. The result is a strange vicarious sense of accomplishment. Our observation and silent chronicling of each transformation puts us at the center of the project, making us feel—in part, at least—that our passive participation somehow completes the work.
Charlex collaborated with SS+K on the project.
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