http://www.youtube.com/watch?v=y4sOfO8Ei1g

Shop Vac Kinetic Typography-Steph Dorazio

Shop Vac is the name and theme for this video. Kinetic typography is predominant throughout the 3:26 video. Here is the information about the project on youtube.com, "Uploaded on Nov 23, 2010-A kinetic typography music video for Jonathan Coulton's Shop Vac. This was created using Adobe Illustrator, Photoshop, After Effects, Premiere and Toon Boom Animate. Design and Animation by Jarrett Heather, Music and Lyrics by Jonathan Coulton."

   Multiple typefaces are used throughout the animation. Sans-serif typefaces are utilized a majority of the time to express the lyrics and message. The type comprises the majority of the imagery found in the video. The size of the type establish hierarchy and dominance. The motion of every word, letter, image, icon, and placement (of the type) establishes visual interest.

   An example of type used as an object is on frame 0:13. The shoulder of the g (in dog), appears as if it is an animate K-9, wagging its tail. Seconds later, the word "workshop" has its bottom portion (of the entire word) jagged and in the shape of a wood saw. This develops the word to look like a saw in use. 

   The mobile application typography brings the use of a phone into the design. When showcasing Starbucks coffee spots, the typography is similar to response postings for locations such as restaurants and clothing stores. The typeface (here) appears to be gill-sans because of the t.

   The use of the animated type is a dynamic interpretation of the song and the message. It is a way to capture viewer interest, convey a story, display the lyrics, and make a connection to the audience. I appreciate the typographical movement and development of the story.