Case study for viral advert

2D Element:

http://www.youtube.com/watch?v=X1M0pbxNUF8

This is the British airways advert, there is a good example of a 2D element being used in this.
A 2D element is a two dimensional object with an X and Y axis, (it looks flat), an example of this that appears in the british airways advert is the companies logo at the end, most adverts have the companies logo at the end of the sequence, in this case their logo is two dimensional. This isn't the only appearance of 2D elements throughout the advert, there is a shot where there is a 3D animated plane flying through clouds, these are separate layers, the clouds are 2D layers that are placed next to each other to give the illusion of realism, the plane is then animated separately and added in, these combined give the illusion of a real shot.

3D Element:

http://www.youtube.com/watch?v=6tcu1ZLGwi8

This is the E-lites advert in which a baby dances, this is 3D animation, and 3D elements are used.
A 3D element is an object with three dimensions, this has an X,Y and Z axis The baby that is dancing throughout the advert is a 3D element, the baby was animated separately to the footage and then it was added back into the sequence, the reason the baby is a 3D element is because it has an X,Y and Z axis, this is what makes an element 3D.

Mattes:

http://www.youtube.com/watch?v=TaVFCdwT0hk

A matte is using the foreground/background element of a sequence for an edit. This advert is one of the best examples of a matte, the process of this advert would've included an actor dancing in front of a green screen with an iPod, then the green screen would've been removed using key light, a colour solid would then be placed above the actor and finally they would change the track matte mode to stencil the character below, the iPod would've been removed seperatly using key light as well and then added back in later in the process.

Alpha channels

http://www.youtube.com/watch?v=6tCtM8UEQv8

An alpha channel is what is left over from an image/ piece of footage that has been cut out, for example in the end of this advert the companies logo appears whilst there is footage playing in the background, this means that there would be an alpha channel present.

Key frames

http://www.youtube.com/watch?v=iCEQoCXJ_so

Key frames are what make an animation, for an animation to exist 2 key frames must be present as there must be a start and an end. In this advert there is a 3d animated roller-coaster taking a man around new York, obviously the rollercoaster isn't real and is animated, but to animated the cart in which the man is sitting key frames would've been used, a new piece of movement would've been assigned to each Kay frame then when added together they would give the movement seen in the advert.

Layers

http://www.youtube.com/watch?v=40DykbPa4Lc

A layer is something commonly used in programs such as photoshop and after effects, a layer is a something an image/ clip can be placed on, several layers can be combined in a sequence , as seen in the advert above at the end when the creditentials for the pepsi company appear that is a separate layer that has been added to the original footage.

Composite modes

Composite modes are most commonly known for being in the program after effects, these are like blending modes in photoshop, an example of a composite mode would be 'screen' this is where the program lowers both pieces of footage to 50% opacity and combines them to make a sequence with 100% opacity but contains both pieces of footage