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Hybrid Practices in Moving Image Design

Methods of Heritage and Digital Production in Motion Graphics

  • Book
  • © 2016

Overview

Authors:
  1. Iain Macdonald

    1. Merchiston Campus, Edinburgh Napier University, Edinburgh, United Kingdom

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  • Provides a new context for design pedagogy and creative industries studies that challenges the digital orthodoxies in creative media and practice
  • Examines the conditions of production from a political economy perspective and highlights the conflict of cultural change using an example from within the BBC during the 1990s
  • Draws on recent interviews with world-leading motion graphic designers, Oscar-nominated visual effects supervisors and moving image artists
  • Moving image design is a developing research field, not just for practice-based academics and professionals, but also scholars in the field of film and media studies

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Table of contents (12 chapters)

  1. Front Matter

    Pages i-xi
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  2. Introduction

    • Iain Macdonald
    Pages 1-6

  3. Hybrid Motion: Past, Present and Future

    1. Front Matter

      Pages 7-7
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    2. Heritage and Digital

      • Iain Macdonald
      Pages 9-14

    3. Skills and Educational Research

      • Iain Macdonald
      Pages 15-18

    4. Hybrid Futures in Art & Design Education

      • Iain Macdonald
      Pages 19-25

    5. Political Economy: Conditions of Production

      • Iain Macdonald
      Pages 27-41

  4. Narratives of Production

    1. Front Matter

      Pages 43-44
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    2. Graham McCallum: Executive Creative Director of Kemistry

      • Iain Macdonald
      Pages 45-57

    3. Nobrain: Directors and Animators

      • Iain Macdonald
      Pages 59-68

    4. Richard Stammers: Visual Effects Supervisor

      • Iain Macdonald
      Pages 69-77

    5. Adam Valdez: Visual Effects Supervisor

      • Iain Macdonald
      Pages 79-86

    6. Eric Dyer: Moving Image Artist

      • Iain Macdonald
      Pages 87-97

    7. Momoco: Motion Graphic Designers

      • Iain Macdonald
      Pages 99-115

    8. Conclusion

      • Iain Macdonald
      Pages 117-120

  5. Back Matter

    Pages 121-128
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Keywords

About this book

This book, written from the perspective of a designer and educator, brings to the attention of media historians, fellow practitioners and students the innovative practices of leading moving image designers. Moving image design, whether viewed as television and movie title sequences, movie visual effects, animating infographics, branding and advertising, or as an art form, is being increasingly recognised as an important dynamic part of contemporary culture. For many practitioners this has been long overdue. Central to these designers' practice is the hybridisation of digital and heritage methods. 


Macdonald uses interviews with world-leading motion graphic designers, moving image artists and Oscar nominated visual effects supervisors to examine the hybrid moving image, which re-invigorates both heritage practices and the handmade and analogue crafts. Now is the time to ensure that heritage skills do not atrophy, but that their qualities and provenance are understood as potent components with digital practices in new hybrids. 


Authors and Affiliations

  • Merchiston Campus, Edinburgh Napier University, Edinburgh, United Kingdom

    Iain Macdonald

About the author

Iain Macdonald is Associate Professor, Subject Group Leader of Design, Photography and Advertising, and Programme Leader for MSc Creative Advertising at Edinburgh Napier University, UK. His creative industry experience spans over 25 years as an award winning television graphic designer at BBC Television, and as a film and commercials director. 

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