“Anyone can create animations,” says Steinar Júlíusson, a motion designer and new instructor in the Print and Media Department at IÐAN, who explains the importance of such design in marketing and talks about his projects.
Steinar Júlíusson is an experienced and successful motion designer. He has worked for H&M, Acne Stockholm, UNICEF Iceland, the Reykjavík City Theatre, and Absolut Vodka. Steinar has previously taught at the Iceland University of the Arts and the prestigious Berghs School of Communication. He is teaching a new course starting on 13 October that will cover the fundamentals of motion graphics design. Students will receive guidance in solving simple tasks and build a good foundation in using the After Effects program.
“Videos, and especially motion graphics, have gained momentum in recent years, as there is great interest in that medium. When it comes to marketing various products and services, it's extremely valuable to have motion design in your arsenal,” says Steinar, giving an example. “This can be traditional advertisements, explainer videos, case studies, testimonials, and other marketing material to increase companies' share on social media. But first and foremost, motion design is a tool for telling a story, whether it's about a tech company's new service or the good results of aid work. Motion design doesn't replace, for example, filmed material; it's actually a pure addition.”
Can anyone master creating motion graphics? Who would benefit from taking your course?
“Anyone can create motion graphics if they have the interest. It's no better or worse to be a good illustrator in this field or to be particularly creative. There are so many ways and so many styles in motion design that everyone should be able to find their own path to creation and get the opportunity to experiment. However, it is necessary to gain a fundamental understanding of what motion design is, how it can be used, and which techniques are best to apply. Those who work in promotions and marketing, as well as those in some form of entertainment and media production, will undoubtedly benefit from such skills. But then, it's also simply enough to be curious about this field and want the opportunity to dip a little toe into this pool.”
It's fun to look over your work; you've worked for H&M, the Acne fashion house, and Absolut Vodka. What are you most proud of and why?
“I'm fond of the graphic video I made for UNICEF Iceland that explains the role of Global Parents. Besides the fact that the process of making the video was good and the result was pleasing to the eye, it's gratifying to have been able to work on a project that matters and improves the world. That's something good motion design can do.” Another one to mention is the play Karius and Bactus in Harpa, which I was extremely pleased with. For that, I created motion graphics that were projected onto a custom-made screen on the stage. There, I worked with an exceptionally talented and creative group and was given a certain artistic freedom within a specific framework.”
But which project do you think was the most challenging?
“It was quite challenging to work on one project for H&M, where a video was to be put together for all the stores showing upcoming clothing lines and future trends. There was a certain time pressure and various technical implementations that needed to be solved, but it's always satisfying to be able to find the right solutions that the client is happy with.”
Where do you get your inspiration from? And can you name an example of successful motion design from around the world?
“I am constantly seeking inspiration. I also believe it's important to look outside one's own field in various media and arts. In music, art exhibitions, TV series, and architecture. There is so much great motion design out in the big wide world, but if I have to name one person I look up to, it's my schoolmate from Hyper Island in Stockholm named Raymo Ventura. He runs an animation studio in Philadelphia called Deux Wave. Every single video they make is an absolute feast for the eyes.”
Are there any fun trends you're noticing?
“I see quite a lot of mixing between 2D and 3D motion graphics, and the lines between them can be blurry. More and more people are playing with animating typography in creative ways. I see a lot of grainy textures and thin line drawings. But what excites me the most is when simplicity reigns supreme. Then you can't hide behind some upbeat music or other kinds of fireworks. You stand and fall with the motion graphics. Here is a good example of that: Animade rebrand.
Please note that there are only a few seats left for in-person learning at IÐAN Education Centre, but otherwise the course will be streamed due to COVID-19. All students on the course will get access to recordings for 30 days after the course begins and can therefore study at their own pace. Registration and further information here.