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THE CHALLENGE:
To put some fresh perspective on critical social topics affecting everyone today.
Unhealthy sleep habits impact everyone's lives and countless distractions contribute to this issue.
It's important to recognize these distractions and understand the risks they pose.
THE SOLUTION:
RESEARCH:
NATIONAL AD COUNCIL
The National Ad Council is a nonprofit organization ithat produces public service announcements. They collaborate with advertising agencies to address a variety of social issues. Their mission is to raise awareness and inspire positive change on a national scale.
AUDIENCE
Young people are increasingly bombarded with visual messages. It’s hard to know what is real anymore. Especially college-aged students who feel like they are
crushed by the dire situation of our world.
VISUAL
DEVELOPMENT:
DIRECTION 1:
HOMELESSNESS
Concept: Using positive and negative space through typography and text backgrounds to create visual imagery.
DIRECTION 2:
Concept: Using photo and type, the explainer will talk about unhealthy sleep habits and the variations of distractions that occur.
UNHEALTHY SLEEP HABITS
The design will BUILD into an information-heavy layout to reflect the overwhelm of unhealthy sleep habits.
As the design resolves, it transitions to a calm and minimalist aesthetic.
HOW?
INITIAL STYLE FRAMES
NOTES:
There’s too much open space and the grid structure feels a bit unclear. Additionally, the photos with a blue color treatment makes them feel out of sync with the theme.
SHAPE LANGUAGE:
DESIGN APPROACH:
We combine typography and photography to create a design language that is clean and sleek, with type as the focal point and images juxtaposed for visual impact.
TYPE:
PHOTO:
Through a variety of photo through SCALE, all photos are shown in a square format.
SCALE
Through a variety of type through SCALE, it is utilized to create emphasis and highlight key information.
FINAL STYLE FRAMES:
ANIMATION:
FIRST PASS:
NOTES:
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As a rough animatic, the timing works well. The style frame designs for the clock and swipe scene look polished but still require more dynamic animation
THIRD PASS:
NOTES:
Clear progress with a more cohesive design and expressive animation featuring interesting transitions. However, simplifying it would help enhance the overall effectiveness.
SECOND PASS:
NOTES:
Animation feels more polished than the initial version, but the timing and pacing are now too fast and overwhelming. The design and animation also feel disconnected as a whole.
FOURTH PASS:
NOTES:
Design needs to be cohesive with some revision, especially following a grid structure. Animation can be improved by simple transitions, and some scenes cut to make some frames stay readable
FINAL ANIMATION:
REFLECTION:
Incorporating photography and typography is an important skill for all motion designers. This project taught me how to effectively integrate both elements in an engaging and informative way.
CREDITS:
Design/Animation Collab - Jas Gunarto https://jasminegunarto.com/
Music & Sound Design - Jas Gunarto & Kelly Warner
Voice Over - Carissa Fronk
00:00 / 00:26
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