International branding and design agency Trollbäck+Company today unveils a collaboration with Decoded Advertising to create a brand film for Penn State University. The short film, currently being used to excite potential Penn State students, which creates pride in those who already attend and also nostalgia in alumni, is made from video content supplied by Decoded and Penn State with editing, animation and typography by Trollbäck+Company. Creating a different kind of film Penn State wanted a visual asset that promoted the campus, facilities and university ethos, which they could proudly use across social media and web, that was compelling enough to play at big events. Elliott Chaffer, Executive Creative Director, Trollbäck+Company, says: “With the content Decoded Advertising and Penn State gave us, we created a visual strategic response that demonstrated the path we wanted to take. We knew it had to be punchy and vibrant. We brought the video to life by carrying out the editing and working on the typography at the same time, layering the text and music in the brand film and ultimately bringing everything together.” The musically driven and percussive brand film features the Penn State chant which plays out at football games – ‘We are Penn State’. The fast-paced film contains many examples of how to animate typography, including repetition of text, as well as words morphing into new words to create an interesting visual hook. Some words move slowly while others shoot across the screen to create impact. Small discovery elements appear throughout the film so that the video can be watched repeatedly, providing the viewer with surprises each time. It’s all in the edit Chaffer adds: “It’s complicated to get the pictures, music and words to work together. It requires the editor and animator to be in the same headspace and to work closely together, which is a process that we love. “It’s all about the rhythm and pace and how many frames there are. We know younger people are used to reading fast moving text online, and that allowed us to increase the speed of the text on screen in places. We’re very flexible about how we work with clients. On this project we were design and production partners which allows us to use our expertise in motion graphics to create a film we were all proud of.”
Film advertisement created by Trollbäck, United States for Penn State University, within the category: Education.