It’s a creative spot for a company – Ericsson (the network folks, not to be confused with Sony-owned Sony Ericsson, the mobile phone company). But it’s worth mention here for a few reasons.

One is, it’s nice to see clever design and match moves, yes.

Two, the message of the vendor in this case – about the networks on which we all live – is compelling, even if here in the service of just that one vendor.

But three, and what put me over the top even though this site is the “Motion” site, is that sound design and editing is what makes these spots work for me. The impact of the motion effects, the stuff on which many readers of this site are most focused, is actually pretty useless without the soundtrack and the crisp, carefully-timed, minimal and expressive sound design. (That’s especially true in the motion spot.)

That for me made this worth posting. Sound can be the punctuation that makes the visual really work. It’s not a separate element as such, even: it makes the visual message stronger.

Erik Sellgren of Stockholm, Sweden-based House of Radon – a CDMotion reader – sends this in on behalf of his agency.

Below, another trailer for Ericsson:

  • bilderbuchi

    Utmärkt! A really lovely spot, like it a lot.

  • nice design work.

    but feels a bit long with out a voice over, and has almost the same copy as most of the work i have seen/worked on for ibm or att from the past year.

    and tracking, isn't match moving. mocha would make quick work of most of the shots.

    sorry to be a downer, i usually have my mind blown with the next level work you show, but this was a meh posting. would fit better on

  • Peter Kirn

    Well, they're simple match moves, but they are technically match moves. Like I said, what's striking to me about this is the sound.

  • so if you mean its a match move, in that the image moves with the footage? then yes i guess you are sort of correct.

    in broadcast/3d, match move is a process of doing the reverse math to figure out where a camera was in space to insert elements rendered in 3d into a shot in a way that they look locked to the shot.

    screen replacement is done with a process called 4 point corner pin tracking. were a tracker, in 2d space, tracks the corners of the screens and then you link those tracks to the corners of the image you want to be inserted into the screen.

    looking for an simple (non time consuming video tut) example, i ran into a tutorial for motion. which reminded me they use the term match move when doing things like screen replacement – and other 2d tracking to link elements to the image in a non 3d space.

    i’m at work so i should listen to the sound design/music again, but 3 shots in the message of the spot was obvious and for me, repetitive.

  • Peter Kirn

    Nope, that's fair criticism, I think.

  • The only thing I could think of while watching this spot was, "I WANT THOSE APPS!!!" – holy crap, I thought those were super well designed and wished my entire "tablet" experience looked like that. How cool would that be without all the CLUTTER. If I had the time (and know-how) I'd go through each one (clock, music player, documents etc) and make apps that looked just like those. That inspired me more than the spot!