Morhipo ads and how MovieType saved my skin

I remember the first time John from Motionworks shown me a beta version of MovieType. Pretty cool – I remember saying – I’m sure it will be useful to the people who do lots of 3D text, but not really something I would use in my projects.

While I was certainly impressed with both the idea and the implementation of MovieType, I really did not think I’d ever have any need for it. My motion pieces rarely, if ever, use 3D typography. I may throw an After Effects 3D text layer here and there, but that’s pretty much it.

And then came the Morhipo.com gig.

The deadline was tight, the advertisement’s content was not fully finalized. Changes to the timing, featured products and celebrity photos were delivered several times a day, as the agency struggled to get the finalized content locked down and approved by the client. To make things even more interesting, I had two more projects in the final stages of development at the very same time.

I could have said: Screw it, I’ll drop in the text in AE, throw some gradients on it and call it a day. Unfortunately, that’s not how I roll.

Now let me be very clear about something: I am no expert in 3D. I know what the software is capable of and how to get there, but I am terribly slow with execution. Typically, I prefer to work with a 3D artist or operator, guiding the development of the project, rather than a full hands-on experience. This time however, I did not have a choice. It was early evening, my 3D guy went AWOL, there was no time to find a new one, and I had to have all typography ready by the morning.

Getting the base geometry was as easy as loading up a path from Illustrator, dropping it inside MovieType Extrude object and tweaking the values till I got the desired thickness and bevel size. Camera was even easier – a simple preset, tweaked a tiny bit to look and time just right.

Next came the shaders. Gold and silver are always a pain to set up and render properly – too many reflections and they start looking like plastic. Too much saturation – and gold turns into orange. Too little gloss and everything becomes dull and rubbery. With the help of MovieType though, I was able to load up library shaders and within just a few minutes tweak them to look exactly how I wanted.

After that all I had to do is drop some light presets, adjust them and add a few extra ones for a good measure. I also used the MovieType Reflective Sky object with some noise shaders to make sure the reflections on the surface of the text are exciting enough.

Not only was I able to finish the project on time – I even got a few solid hours of sleep that night!

Don’t get me wrong here. The final ad is no piece of art – it will not win any awards or be featured in motion design festivals. It is however, a solid piece of advertising, created on an impossible deadline while matching and even exceeding client’s expectations. I call that a success.

On an extra note: MovieType was also used to create the little black plexiglass boxes I placed the products on. It’s truly a very versatile product and after having it save me from delays I felt I owe it to the Motionworks team to do this little write-up and recommend it to all motion designers. You truly never know when it may come in handy – take it from a non-believer :)

For more info about MovieType, check http://www.motionworks.com.au/2011/08/movietype/.