Final Project for the Explainer Camp course offered through School of Motion.
The brief for this project was to create a :30 second/16: 9 aspect ration PSA for a fictional client's rebrand, to be viewed on TV, web, and social media.
The client's target audience for this project was its general user base, both business and personal users. The brand's visual identity included minimal and flexible shapes and simple imagery. The brief indicated that the goal of the animation was to elicit a sense of excitement and wonder from the viewer.
"This is a brand anthem piece, and it should have a sweeping, epic feel."
After a period of research, the stylistic parameters of the project were established as simple visuals with dramatic animation. The next step was to develop a narrative arc that would carry the hero sphere throughout.
Using the branding materials provided, a color palette and shape language was chosen to compliment the client's colors and logo. The style frames played with different planes of space in order to capture the large epic feel requested in the brief.
The goal for this project was to take an existing script and execute a complete :30 animation. The process required learning a number of new skills, from recording voice over and sound design, to learning to work with a physics engine (Newton 3) in After Effects.
The aim was for the animation to provide a sense of grand space as well as fun playful interaction between elements, all while providing visuals that were concomitant with the provided script.
"Universal rules are for lackeys, context is for kings."
