Motion Graphic and Composition: Project 3
20.06.2024 - 07.07.2024 / Week 09 - Week 11
Sylvia Lau / 0356130
Bachelor
of Design (HON) in Creative Media
Motion Graphic and Compositing /
Project 3
INSTRUCTION
Project 3: Channel Ident
For this current project, we were to continue with the previously chosen
channel in Project 2 to create a channel ident motion graphic video. We
would start with thumbnail sketches and test a wide range of conceptual
ideas through digitization using the appropriate software. Other than that,
we also needed to prepare a mood board that reflected our concept,
storyboard, animatics, and explored appropriate audio to uplift the motion
tempo.
Moodboard:
The above image were the references I collected on Pinterest and each had
different styles, but through these ideas and animations, I could
incorporate small parts of the animations into my project. Additionally, I
have decided to use vector illustration for the output because my last
project was also done with illustrations.
Storyboard:
Figure 1.1
For this story, I wanted to create a scene set at the seaside in summer
because I associated soda with the most refreshing drink during hot
weather. That's why I decided to use a beach setting. It would start with
an overhead view showing the beach scene, including waves, sun umbrellas,
and so on. Then the camera would slowly pan up to a girl lying under a sun
umbrella. Next, the girl would pick up a soda can from the sand and take a
drink. After these narrative scenes, the tagline would appear, followed by
the presentation of the soda and an introduction to its different flavors.
After the introduction, the scene would transition back to the beach.
Lastly, the final shot would be the brand name.
Progression:
From the feedback given, I was suggested to find background music for this
animation first, because if I complete the animation first and the beats
don't align, it could be very troublesome. This way, I could ensure that the
timing of each scene matches the rhythm of the music.
Figure 1.2
Since I wanted to evoke a relaxed and joyful feeling at the beginning, so
the music that I was looking for music was a more funky and rhythmic style.
The above three tracks seem quite suitable, but after the relaxed part, I
needed a more intense beat to create a contrast. Additionally, the music's
rhythm needed to roughly match the timing of each scene. Ultimately, I
decided to use the first track because it met all the criteria. I also
listened to it while imagining my animation according to the storyboard.
Figure 1.3
Once I had a clear art direction, I searched for relevant images on
Pinterest. The above were the illustrations for each scene that I
completed in Illustrator. With these assets ready, I'm now prepared to
move forward with animating each scene in After Effects.
Figure 1.4
Figure 1.5
As described in the storyboard, after completing this scene in Illustrator,
I only needed to add the tagline at the beginning and animate the waves in
After Effects. Then, there will be a 4-second transition to a girl, then
slowly zooming in.
Figure 1.6
Figure 1.7
These two scenes were only two seconds long and depicted a continuous action
of picking up the soda can and drinking it.
Figure 1.8
Next is the tagline scene, where the upper and lower subtitles will enter
and exit the screen from the sides, presented in an alternating manner.
Previously, I wrote the tagline "Taste the summer breeze" in the
storyboard, but the animated result was not ideal. The subtitles were too
long and the timing was hard to align, making it difficult for viewers to
read both the top and bottom subtitles clearly on their first watch. So, I
tried a few different taglines and finally decided on "cool moment, every
sip." Besides being shorter, it effectively conveys the message to the
audience within that time frame.
Figure 1.9
The next tagline was "Dive into the wave of flavor." I chose this sentence
because the following scene would introduce three different soda flavors.
This not only fitted the upcoming content but also aligned perfectly with
the background music. I previously decided that this scene would have
three seconds, and the six words matched the beat of the music perfectly.
The presentation of this scene would feature rhythmic and fast-paced
kinetic typography.
This was inspired by what I found on Pinterest, and it would be a
reference for this scene.
Figure 2.0
The next scene would be showcasing three soda cans. I downloaded relevant
images from the internet and selected them in Photoshop so that I could
animate them in After Effects. The first and third cans would move from
top to bottom, while the middle one would move in the opposite direction.
Figure 2.1
Figure 2.2
Figure 2.3
Next, the individual soda flavors would be presented: orange &
grapefruit, lime & watermelon, and lemon & blackberry. In addition
to showcasing the soda cans, I also added some fruit illustrations to
enrich the overall scene and avoid making it look too empty.
Figure 2.4
For this scene, I just simply animated one of the soda cans dropping from
above.
Figure 2.5
I reused the logo animation from the final scene of the previous project
and simply modified the colors, as the color palette for this project has
changed slightly.
Adjustment:
From the feedback given by sir, the font used in the animation was different from the brand or the logo, and it didn't have consistency.
Figure 2.6
Figure 2.7
Figure 2.8
There were a total of 3 scenes in which I had used typography. As I didn't have the actual font that the brand was using, so I searched for a relevant font that was similar to it. The font that I chose was Tahoma (Bold). I replaced all the text with that font.
Figure 2.9
For the last scene which was the brand name, he suggested using the original font that the brand had. So I decided to do the logo in Illustrator and import it to After Effects.
Final Submission:
REFLECTION
Building on the previous project, this time I will extend the short channel bumper into a channel ident, lengthening it from 8 seconds to over 30 seconds. Fortunately, the brand I chose has many elements that can be included, so there will definitely be a few scenes introducing different types of beverages. The most challenging part was deciding how to start, so I watched many beverage advertisements online for inspiration, such as popular brand ads and creative animations.
From the experience of the previous project, I learned that I must choose the background music first to plan the timing of the animation. Sir also emphasized this point during the consultation. Because the overall animation duration is longer, I spent more time on it compared to before, while also managing other assignments, making time management crucial. I created a detailed schedule and strictly followed it during production.
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