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© 2016

Hybrid Practices in Moving Image Design

Methods of Heritage and Digital Production in Motion Graphics

Book

Table of contents

  1. Front Matter
    Pages i-xi
  2. Iain Macdonald
    Pages 1-6
  3. Hybrid Motion: Past, Present and Future

    1. Front Matter
      Pages 7-7
    2. Iain Macdonald
      Pages 9-14
    3. Iain Macdonald
      Pages 15-18
    4. Iain Macdonald
      Pages 19-25
    5. Iain Macdonald
      Pages 27-41
  4. Narratives of Production

    1. Front Matter
      Pages 43-44
    2. Iain Macdonald
      Pages 59-68
    3. Iain Macdonald
      Pages 69-77
    4. Iain Macdonald
      Pages 79-86
    5. Iain Macdonald
      Pages 87-97
    6. Iain Macdonald
      Pages 99-115
    7. Iain Macdonald
      Pages 117-120
  5. Back Matter
    Pages 121-128

About this book

Introduction

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 artform, 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 hydridisation of digital and heritage methods. 

Using interviews with world-leading motion graphic designers, Oscar-nominated visual effects supervisors and moving image artists this book examines hybrid moving image that re-invigorate heritage practices, the handmade and the 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. 

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. 

Keywords

Moving image design contemporary culture digital and heritage methods media production digital technology graphic design Motion graphics branding television and media studies visual effects movie titles animation design pedagogy

Authors and affiliations

  1. 1.Merchiston CampusEdinburgh Napier UniversityEdinburghUnited Kingdom

About the authors

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. 

Bibliographic information