Google Pixel Feature Drop - Animation

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Google Pixel 6 Feature Drop – Animation project.

Once again, Edelman’s Colombia Maker Studio was appointed to create the graphic and animated universe for the Pixel 6 December Drop and produce all the digital assets. As in other opportunities, we knew that working on this project was going to be a huge challenge for us. One of the biggest obstacles was how to maintain a cohesive universe across all the features (visually and animated), so we had to set some rules in order to generate a better communication between the team and for better results. As the first rule, we stablished a timing for the animations, so most of them were going to use a really strong ease in and ease out in all the elements on-screen.

After the design proposal was made by the team, we started making some animation explorations, we decided to start animating the shapes as they were going to be in every part of the video. As result of our research, we found out that using morphings to change from shape to shape was the way to make all the transformations and transitions look smooth, so we applied that to the icon animations and transitions to real image.

For the transitions, we decided that we would use cuts from scene to scene to make the video more dynamic and playful, since we realized Material You had this kind of features on its graphic elements. Real action image was a new ingredient for us this time, so we created some animated accents for specific scenes that would enhance even more the feature and the customization characteristics.