"I’d like to explore time lapse within my marketing content, but how specifically can it benefit me?"
Time lapse has been used in film and television for decades, and is becoming increasingly popular in the booming online content world. Its efficacy spans industry and audience, showcasing progress in a condensed, engaging and immensely sharable format.
Here, we delve into why time lapse is such an effective medium for telling stories and providing creative advertising solutions for any project (not just long-term construction projects) and show you some examples of other time lapse work we love.
Time lapse in a nutshell
In basic terms, time lapse is a series of still images that are taken at timed intervals over a linear period of time, that capture the scene in front of the camera. The amount of time that elapses between each frame can be seconds, minutes, hours or even days. These captured images are then arranged into a sequence and played back, to show that linear timeline in its entirety.
You can draw parallels with stop-motion animation, like Wallace & Gromit by Aardman Animations (who we love, by the way, as fellow Bristolians), however, each of their frames are fantastically curated, created and manipulated, whereas time lapse documents the scene before it.
Supercharge Your Story
A huge advantage time lapse offers to film makers is an ability to warp time. Time lapse makes it possible for things that happen very slowly, appear to happen very quickly, thus allowing storytellers to condense narratives and hold short attention spans. This aspect makes it a fantastic way to showcase a construction project in its entirety, which can often run into years, but also a huge range of other activities from interiors and renovation, to fine art installations.
Dyson utilised time lapse to great effect in their v8 advert, taking the viewer on a journey from a hallway to a living room in the opening shot, to demonstrate the amount of dust and dirt transferred to a carpet by a family over a number of days or weeks.
Stunning Detail & Resolution Flexibility
Other stunning examples of time lapse in action