The Scarecrow
This video is the creative property of Chipotle Mexican Grill, under the ‘Cultivate a Better World’ campaign. It sheds light on the problems caused by consumer culture in the food sector. Along with helping spread awarness, they bring life into the animation using the following principles of animation.
This first example is that of Easing (Slow in — in this case). Easing is when the speed of an object is reduced by using more drawings. Here the speed of the boy’s mouth closing over the piece of chicken is slower than the other movements taking place during that moment. This in turn causes the action of the boy closing his mouth a little more exaggurated. Thus making it an example of another principle of animation, Exaggeration.
These two images are an example of the principle of Anticipation. Generally, before we pluck a flower, or in this case a chili, there is a one second prep where the hand tightens around the object and pulls. The resulting action is the movement of the object and the hand back towards the body as well as the rustling of the plant when the chili is removed. This anticipation of the movement creates a more natural environment in the animated film.
This third example is of the principle of Secondary Action. As the truck drives through a bumpy road, the objects in the back of the truck move as well. This bouncing of the objects, most obviously the vegitables, is the example of secondary action caused by the bumpy movement of the truck driving over unpaved roads.
