The typographic movements within this are quick and punchy. The type layering upon one another work well, then moving away into the distance of the frame.
This takes a well known viral ad and applies a typographic movement to it. The use of different line weights works considerably in relation to the tone of voice present.
There is a simple 3 colour palette present here, but a clever one at that. The orange is subtly used to highlight particular words and letterforms in correlation to the importance of their presence within the audio.
This uses imagery within the type and additional to the type relevant to the audio. This helps the viewer visualise what is being said to them in picture format, as well as being able to read the audio.
The colours in this work considerably well in communicating the type. The use of red especially communicates the tone of voice being used within this.
The type within this has been stylised to suit the tone of voice each word takes. For example, when the word is spoken louder, the letterform appear larger and bolder on the screen and when there is a large emphasis on the word, the letterform appear in italics.
The way in which the type moves throughout this makes it feel as though it is just the camera moving and not the type. The type also has a 3D effect present which add depth to the overall appearance.
Each typographic element is presented using a different movement. Each of these follow on well from one another, almost like a dance; you are constantly waiting for the next magical move to appear.
I think the hand-made element works quite well within this kinetic type, however, I think it could be made a little more clean cut. Also, I think the addition of colour could help enhance the appearance of this.
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