The online bookÂseller Good Books donates 100 perÂcent of its retail profÂit to Oxfam’s charÂiÂty projects, which tells you the sense of moral “good” their name means to evoke. But what about the othÂer sense, the sense of “good” you’d use when telling a friend about a thrilling litÂerÂary expeÂriÂence? Good Books clearÂly have their own ideas about that as well, and if you’d call Fear and Loathing in Las Vegas and MetaÂmorÂphoÂsis “good books,” you’re of the same mind they are. HavÂing comÂmisÂsioned a series of proÂmoÂtionÂal videos on the theme of Great WritÂers, Good Books show us the kind of readÂers they are by beginÂning it with an intriÂcateÂly aniÂmatÂed mash-up of the spirÂits of Franz KafÂka and Hunter S. ThompÂson. Under a buckÂet hat, behind aviÂaÂtor sunÂglassÂes, and deep into an altered menÂtal state, our narÂraÂtor feels the sudÂden, urgent need for a copy of Kafka’s MetaÂmorÂphoÂsis. UnwillÂing to make the purÂchase in “the great rivÂer of mediÂocÂrity,” he instead makes the buy from “a bunch of rose-tintÂed, willÂfulÂly deluÂsionÂal PollyanÂnas givÂing away all the monÂey they make — every guilt-ridÂden cent.”
The aniÂmaÂtion, creÂatÂed by a stuÂdio called Buck, should easÂiÂly meet the aesÂthetÂic demands of any viewÂer in their own altered state or lookÂing to get into one. Its ever-shiftÂing shapes both chase and anticÂiÂpate the words of the narÂraÂtor’s loopÂing, stagÂgerÂing monoÂlogue, comÂpleÂmentÂing the eeriÂly ThompÂsonÂian voice with wave after wave of trouÂblingÂly Kafkan imagery (at least, whenÂevÂer it setÂtles into recÂogÂnizÂable figÂures). AniÂmaÂtion enthuÂsiÂasts can learn more about the painstakÂing work that went into all of this in MotionoÂgÂraÂpher’s interÂview with BuckÂ’s creÂative direcÂtors. What, you wonÂder, was the hardÂest shot to aniÂmate? ProbÂaÂbly the one “with the tethÂered goat and hunÂdreds of beeÂtles,” they reply. Some fret about the increasÂing interÂminÂgling between comÂmerÂcials and the stranger, more raw, less salÂable arts, but if this at all repÂreÂsents the future of adverÂtiseÂments, for charÂiÂty stores or othÂerÂwise, I say bring on the goats and beeÂtles alike. via The Atlantic
ColÂin MarÂshall hosts and proÂduces NoteÂbook on Cities and CulÂture. FolÂlow him on TwitÂter at @colinmarshall.

