The spot has a wonderful texture and pace to it, largely owing to the fact that it was shot entirely with a hand-held digital camera. (A still camera, not a camcorder.) The slow-motion moments are perfectly realized and, when combined with the gold tinting effect, create a believable moment of introspection for each character. It’s subtle, but really well done.
Another reason Impactist wins my heart: they composed the music. I’ve always felt that music and motion graphics are two sides of the same coin. The importance of rhythm and drama are key aspects of both creative forms, not to mention the layering processes inherent in each.
Check Impactist’s site for more new work in their motion and photography sections.
Oh, and one more thing. You’ll notice that many of Impactist’s spots are available as “director’s cuts.” This is not a pretentious pose; this is the sign of a company that takes their commercial work to heart. I respect the hell out of that.