As part of Mercedes-Benz’ new animated ad series Tongue Twister, illustrator Noma Bar has created a fast-paced short called Biker filled with over a dozen typically clever, blink-and-you’ll miss them graphical tricks. Telling the story of a “big brown-bearded biker” who avoids a crash thanks to a car’s nifty safety system, the 25-second animation zips through sequences at breakneck speed.
“The film dramatises a complicated traffic situation as a tongue twister,” explains Noma, “and literally narrates it from the perspective of the safety system, fast and flawlessly. By creating several visual metaphors, mixing them with typography to accompany the fast voice-over, each frame fits exactly a word.”
In the illustrated frames Noma uses a bike icon to create the biker’s facial features, turns a handlebar into an arm, a wheel into an eye, and a beard back into the biker himself, before he trails off into the sunset.
Noma worked with Alejo Accini from Ale Pixel Studio on the animation, commissioned by advertising agency Antoni Berlin and produced with Dutch Uncle. Sound was by nhb studios Berlin. It has just been shortlisted in the Animation and Copywriting categories at the Cannes Lions Festival. Noma recently spoke at It’s Nice That’s annual symposium, Here.
Another animation, named Runner by Daniel Semanas has also been released as part of Mercedes-Benz’ ongoing campaign.
- Mikey Please takes us behind the scenes, and the backlash, of the Bake Off trailer
- From New York to Springfield, it's Best of the Web
- Taschen releases two volumes of National Geographic’s best photographs from the past 125 years
- Simon Landrein takes Dan Croll down the rabbit hole in his animated video for Tokyo
- Thomas Duffield on photographing his dad’s hidden heroin addiction
- Parker Day's lurid colours and grotesque characters elevate identity and fantasy (NSFW)
- Hate the iPhone X notch? There’s an app for that
- Lisa Simpson’s bookshelf: from the curator of Instagram’s Simpsons Library
- Biplab Hazra’s photo of elephants being attacked by mob wins Sanctuary prize
- Michael Bierut: 13 ways of looking at a typeface
- Uncle Ginger uses hypnotic shapes to animate the facts and feelings of bipolar disorder
- Michel Gondry’s John Lewis Christmas advert – Moz the Monster – is unveiled