Overview

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. 

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9783319413747

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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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