Some stupid good work comes out of Block & Tackle-- and this approach to sharing work is something entirely unique. What are your thoughts?
I totally agree-- I wouldn't mind if they did some of this multi-screen stuff and then showed some full-screen.
That's what I kept thinking-- how on earth have they made sooooo many solid pieces!
It's hard to try something new and to show a reel in a different way. Block & Tackle work is exquisite, no doubt (I have been a big fan of Adam Gault awesome work!)
The question I wonder here is who are they trying to reach and seduce?
It has an "art installation" vibe which I like...
But I feel that art directors in agencies, producers or direct-clients folks who make decisions are more down to earth:
They want to know that a job will happen and be delivered on time, look great, and a smooth ride along the process.
But how to show that within the time span of people visiting websites within 20 seconds?
Hats off to them for bravely creating a work of art rather than a standard reel. Very hypnotic. It definitely conveyed QUANTITY. I'm a big Block and Tackle fan but I would rather see full screen frames of their best stuff.
I really love this. I'd be interested to see how effective it is on a practical level in terms of attracting work, but either way I found it mesmerizing and riveting all the way through. I think it made their body of work feel massive too, which is something that traditional reels don't usually do. And it's long, but it felt like a faster watch than some minute long reels I've seen.
Totally. Well put.
The Pentagram reel is incredible! Hadn't seen that one before.
Agreed. The effect of it is pretty disorienting, but in that way it kind of asks you to look deeper. That experience is counter to what most reels give me. I usually come away thinking... I've just seen the best of it, so why bother with the stuff that didn't make the cut?
This reel does for the work what could only be done with a reel, and I think that alone justifies it. The projects by themselves don't make the same impression.
It's challenging, captivating, overwhelming, has excellent layering of rhythm and invites multiple viewings. It feels like more than enough, rather than lacking in anything, and I think it's likely to remain memorable even after the work has gone out of style.
Hats off to them. The only better reel I know is Pentagram's 40 Story: https://vimeo.com/42562659 which still looks great 6 years on (and really couldn't have come from anyone else).
Psyched to see innovation like this in the world of reels, where just about everyone (including me) follows the same formula.
That said, this was kinda hard to watch.
I noticed familiar brands and awesome animation, but I don't think I was able to fully appreciate any particular piece. Maybe it's just me. On the other hand, after watching this I was motivated to dig through their work in a way I might not have otherwise. And isn't that the point of a reel?
Much love to Block & Tackle; they rule.
That's more like it!