Innovation now lies within the format

Innovation within cinema is something that has fascinated audiences since the development of the first film itself by The Lumiere Brothers. Entitled ‘The arrival of the train at La Ciotat’ this film was simply a train pulling into a station but famously made the audience jump out of their seats in fear of the train would be erupting through the screen . Since then there has been countless amounts of innovation within different aspects in the history of film. Within genres ranging from documentary to animation, within not only mainstream cinema but within the advertising world also.

Innovation can take many forms within film, from film technology to filmic techniques within editing and cinematography, motion graphics and visual effects, to the story or to the extent of how the story is told. A good example of innovation in narrative is Quinton Tarrentino’s 1994 film ‘Pulp Fiction’ that broke traditional cinema narrative conventions by choosing to tell a story in non linear format ( radical at the time as cinema narrative had always been told in chronological order). Over the last century the huge quantity of films produced has seen nearly every story that could exist being shown to audiences. Fresh ideas now lie in how a story is told as opposed to the story itself. This applies to advertising also as audiences are now more interested in how it is presented and using what techniques as opposed to the concept itself. The use of computer generated images (CGI) have become increasingly popular with advertising audiences over the last few years due to the rapid increase in capabilities within CGI technologies.

Fusing humour with special effects technologies is also something the advertising world has seen a lot of in the past five years. Toyota in particular made a splash with their advert last year for the Yaris which saw a mix of contemporary music and style of filmmaking (rap video format). With use of a CGI technology by the name of ‘stop motion’ with an additional application of the use of old fashioned 1980′s style puppets. This combines in the same frame the origin of a technology and its vast progression to its state in present day…commenting on the brand of the Yaris all with a humorous undertone and an edgy format. With online videos being such a new format I wonder if they will reference their beginning stages in several years similar to how the Toyota Yaris advert has done this with the use of animation and puppetry.


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