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Good Books “Metamorphosis” 2013

Good Books “Metamorphosis” (2013) is a Good Books commercial for String Theory, produced by Buck. It won 4 awards, including D&AD 2013 Film Advertising Crafts: Animation for Film Advertising Yellow Pencil, Clio 2013 Gold — Film Technique / Animation and AICP Show 2013 Honoree Design.

A man's mind is transformed by reading Kafka's Metamorphosis, leading to a surreal journey through his thoughts and a discovery of a unique online bookstore.

Video: BUCK on Vimeo

Shot by shot

  1. A stylized, abstract animation shows a mass of black, worm-like tentacles writhing within a dark, oval-shaped void, framed by a light border.© Good Books0:06
  2. A dark, textured, abstract shape with white lines and hints of purple and blue rotates against a light yellow background, resembling an organic form.© Good Books0:07
  3. A black blob with a pink center transforms into a woman, then into a man sitting at a desk, all against a cream background.© Good Books0:10
  4. A black beetle-like creature with colorful stripes on its back is shown in a stylized animation, transforming and moving on a light background.© Good Books0:27
  5. A black beetle with colorful stripes on its back transforms and splatters into ink on a light background.© Good Books0:29
  6. A stylized animation shows a white, screaming face covered in black beetles, which then transform into a black book with a beetle crawling on it.© Good Books0:35
  7. A stylized animation shows a dark room with a window, as a creature transforms and the room becomes chaotic, with waves crashing.© Good Books0:42
  8. A stylized animation shows a detective's hat and sunglasses floating in water, then transforming into a skull, then a woman's face with roses for eyes.© Good Books0:50
  9. A stylized animated woman with long black hair and red eyes looks up, her hair flowing around her.© Good Books1:14
  10. A stylized, animated female figure in black, with long flowing hair, dances gracefully amidst falling red petals in a serene, minimalist landscape.© Good Books1:15
  11. An animated eye with a turquoise iris and pink eyelids opens, revealing a swirling vortex of black and teal, then transforms into a stylized head with sunglasses and a cigarette, which then morphs into a red, apple-like shape with a green visor.© Good Books1:34
  12. Stylized animation shows hands typing on a laptop keyboard, with a coffee cup nearby, as the screen displays a website address.© Good Books1:59

Stills © Good Books. Made by String Theory and Buck.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Kafka's Metamorphosis inspires a surreal, transforming visual journey through a reader's mind.

Tagline: “Free delivery world wide. All profits to charity.”

visual metaphorstream of consciousnesssurrealismtransformationliterary referenceinner monologue

The cut

Length
147 s
Shots
21
Average shot
7.0 s
Format
animation 2d

What creatives use Good Books “Metamorphosis” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Good Books “Metamorphosis”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A stylized, abstract animation shows a mass of black, worm-like tentacles writhing within a dark, oval-shaped void, framed by a light border.© Good BooksA dark, textured, abstract shape with white lines and hints of purple and blue rotates against a light yellow background, resembling an organic form.© Good BooksA black blob with a pink center transforms into a woman, then into a man sitting at a desk, all against a cream background.© Good BooksA black beetle-like creature with colorful stripes on its back is shown in a stylized animation, transforming and moving on a light background.© Good Books
    Frames from Good Books “Metamorphosis”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Good Books “Metamorphosis” in order, with its length, framing and what happens in it.

    A stylized, abstract animation shows a mass of black, worm-like tentacles writhing within a dark, oval-shaped void, framed by a light border.© Good BooksA dark, textured, abstract shape with white lines and hints of purple and blue rotates against a light yellow background, resembling an organic form.© Good BooksA black blob with a pink center transforms into a woman, then into a man sitting at a desk, all against a cream background.© Good BooksA black beetle-like creature with colorful stripes on its back is shown in a stylized animation, transforming and moving on a light background.© Good BooksA black beetle with colorful stripes on its back transforms and splatters into ink on a light background.© Good BooksA stylized animation shows a white, screaming face covered in black beetles, which then transform into a black book with a beetle crawling on it.© Good Books
    Length: 147 s · Shots: 21 · Average shot: 7.0 s · Format: animation 2d

  3. 03Ad ideas: every spot built on a visual metaphor

    Before you present an idea, you need to know who has done it, and how.

    Good Books “Metamorphosis” is built on a visual metaphor. Search the library by idea to see every spot that uses it.

    Fire and Emergency New Zealand “You’re Cooked”© Fire and Emergency New Zealandtruth “Breath of Stress Air”© truthBeats by Dre “You Love Me”© Beats by DreEssity “Viva La Vulva”© Essity
    Fire and Emergency New Zealand · truth · Beats by Dre · Essity

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Questions

Which agency made Good Books “Metamorphosis”?

String Theory created it for Good Books (2013).

What awards did Good Books “Metamorphosis” win?

4 awards, including D&AD 2013 Film Advertising Crafts: Animation for Film Advertising Yellow Pencil, Clio 2013 Gold — Film Technique / Animation, AICP Show 2013 Honoree Design and AICP Show 2013 Honoree Sound Design.

What is the tagline of Good Books “Metamorphosis”?

“Free delivery world wide. All profits to charity.”

Sources for the credits and awards

dandad.orgclios.comaicpawards.com