Repulsion

The Project

Defining a word about movement through movement.

The Video

Graphic Design / Animation

The Concept

How does the subtle use of movement convey the definition of the word, "repulsion"?

This begs the following question: Do I want to show the emotion repulsion, or the action repulsion? Could I do both? I chose to keep things technical and started to study the definition of the word, the shape of the letters, and different ways of manipulating the text.

The vision was very clear by this point. I knew that Univers had a u and n that mirrored each other. They also happened to look a bit like the two poles of a U-shaped magnet. 

After establishing the simple storyline, animation came easily. A few minor adjustments on scale and typography, a last question-- do I really want to make the background green? and it came together quite nicely, actually.