Concept development
Concept: Urban Angling Community event - Promotional event video / Animated poster (collateral piece)
Event name: ( Fishin' the street )
When beginning this project, I conducted a brainstorming activity in order to expand and explore potential project ideas and directions. I was initially set on creating promotional material for a community fishing event/competition, including a video and a kinetic poster.
After some careful thought, I expanded on the initial fishing competition idea, rather than producing content for a conventional fishing comp, I thought it would be interesting to create an event which caters towards the ‘Urban angling’ fishing subculture, otherwise known as ‘street-fishing’. By refining this concept, I believe this has allowed myself to produce deliverables for a niche yet expanding culture.
Urban angling celebrates street culture, Graffiti, hip-hop, the rough aesthetic of urban waterways, and overgrown and less traversed areas within the city environment.
Urban angling is seen as less genuine and is frowned upon by fishing purists, thus why these branding deliverables were chosen to be produced. The urban angling community event promotional pieces aim to expose the public to this subculture and also celebrate everything that encapsulates ‘Urban Angling’.
This is fictional event is called “Fishin’ the street”, it will host music events, skate / fishing competitions, fishing demonstrations and street art shows. It will incorporate a mixture of what defines the urban angling culture
Research / Ideation
Brainstorming:This brainstorm map explores potential project outcomes and aesthetics that will be explored. This map was utilised during the project ideation phase. By noting my likes and dislikes, I was able to form a solid starting point for the folio of work.
Music choice: Aussie rap - Ideas below
Keep in mind - Upbeat, live samples, rough aesthetic
- Life/Style - Posseshot
- Last Straw - Pegz
- The Last Bushman - Pegz
- Fridays - Matty B
- Flippin Lyrics - Bias B
Final backing-audio decision: Life/Style - Posseshot
Project Animation Inspiration
PASS~PORT Vans
In reference to this particular video, I gained inspiration from the way that PASS~PORT Introduces their animation overlays to the video. The simple colour palette and rough design style adds to the grainy and vintage aesthetic. I created my assets, end incorporated visual elements that were expressed throughout this video. I particularly like the scrolling effect that is displayed, images can be seen scrolling up the page throughout the video, creating a solid sense of movement.
PASS~PORT TRINKET
Once again, this video clip introduces simple black and white features within the illustrations and images. While referring to this video I was mostly inspired by the illustration style that was shown within the video clips.
PASS~PORT “ITCHY~FEET”
After viewing the PASS~PORT “ITCHY~FEET” video clip I gathered inspiration from the simple animation style, the animation overlays throughout this video utilise a hand drawn aesthetic and low frame rate, thus creating a handmade feel to the video. By viewing this video, I really enjoy the illustration styles that were introduced.
Lord Gladstone pub: Poster
This event poster played a crucial role in my ideation phase in relation to the animated poster that I created. The simple colour palette has a positive impact on the viewer, and contrast is utilised to express important information within the poster. The texture overlay that is included within this poster create a handmade feel to the deliverable, forming human connection and appeal to the design piece. These are elements that I wish to include within my collateral video piece.
Mood boards
This mood board displays the aesthetic that I want to present within my project deliverables. I want to lean in to the ‘street-style’ and rough graffiti aesthetic, this will allow me to create pieces which will stand out amongst generic marketing material. Mood boarding allowed me to progress further throughout the project ideation phase, it also aided in the creation of new assets catered to the event theme.
Further Illustration Inspiration
I will also refer to Australiana inspired archival newspaper illustrations when creating the project animation assets. The simple incorporation of line, colour and black and white shades will help create an impactful aesthetic.
Style guide
Storyboard
The storyboards will be used as a guideline when creating my final videos. By following the storyboards, I will have a direction and ideas to work towards. By engaging in this process, I believe I will be able to produce work at a timely pace and also to a high standard.
Main event marketing video:
The main marketing video will support the textual features and will also incorporate rotoscoped animation overlays, based off of my personal experience when urban fishing.
Collateral poster storyboard:
This simple storyboard shows the layout that I intend on utilising within my collateral video. As this video is quite short I intend on using simple visual effects and colour schemes, thus allowing the audience to view the most important information.
Style frames
These style frames will be utilised as a guideline to form my final videos. These frames also incorporate a variety of visual assets which I also aim to include within the final deliverables. I believe that these frames represent an impactful and graphic style aesthetic which will capture the audiences gaze and attention span.
Main video:
Collateral pieces:
Asset Creation
Initial Brainstorm (what textual info must I include?)
Initial sketch ideas:
I began the asset creation phase by brainstorming potential ideas to incorporate within my videos. After deciding which subjects were to be drawn, I created some brief sketches which I planned to improve upon and develop further throughout the assessment task.
Four main subjects will be animated throughout this assessment task, they are; a rapper, a skateboarder, a fisherman and lastly a fish. Each subject represents a different theme or event that will be displayed throughout the “Fishin’ in the street” festival. All Illustrations were initially created within the program 'procreate', and then mastered within Adobe Illustrator, this allowed the pieces to have a more "finished" look. Finalising the illustrations within Illustrator also allowed for a more streamlined and time efficient process.
Individual animation frames:
After finalising and colouring each illustration frame, they were combined within Adobe Premiere Pro and exported as MP4 files. By doing so I was able to easily implement the animations throughout the assessment task.
I found the illustration/animation process to be quite time consuming; this was because each frame had to be individually sketched and coloured. Although there were only four main illustration subjects throughout this assessment, I had to illustrate many frames in order for them to achieve their required outcome.
Casting character:
Rapper:
Moving fish:
Assets for title scene:
When initiating in the collateral creation process, I began by setting the correct dimensions for the moving poster. I then created some texture assets that I would incorporate into the background of the video within Adobe Photoshop. These textures would be played on a loop throughout the rest of the scene; these textures can be seen below.
A text wobble effect was added to create movement within video; a graffiti style font was also incorporated to create a hand drawn poster aesthetic. Text effects were reused throughout this video in order to create continuity and simplicity.
Overall, I believe that this collateral piece is quite impactful and eye-catching due to its simplicity, it shows the most important information in a quick and legible way.
Adobe Premiere Pro Process
In order to create the main video piece, I utilised footage that I recorded on my iPhone, once I decided which clips were to be used, I imported them too on Adobe Premiere Pro file.
I then arranged these videos and clipped them to suit a reasonable time frame. Background audio was added, and timers were introduced to allow the video transitions to stay synchronised.
Some initial colour effects were then introduced in order to develop the desired skate video aesthetic. By exploring further effects I discovered the frame distortion tool, this somewhat created a fisheye lens / old tv perspective. In order to learn some of these techniques I referred to online video tutorials via YouTube.
A posterization process then took place to develop the desired aesthetic, this also allowed the video to look as if it was filmed on a vintage camera. Lastly, I developed the video further by introducing colour grading and also adding strobe effects as well as film grains.
Once the background video was completed, I introduced the animation overlays within premiere pro. These animations would help tie the textual features together once they were to be added within Ae.
I initially wanted to film all of the clips with my old Sony handycam, although it wasn't working as well as I would have liked. Thus, I went to the extensive process of trying to make my iPhone videos look as if they were filmed with a low quality camera.
Background video (without colour grading and updated effects)
Background video (without animation overlay)
Adobe After Effects Process
I began the Adobe After Effects process by importing my previously created Premiere Pro video into a new composition. I then introduced a mask within the composition to create the desired effect; this would allow assets to seamlessly Scroll down the page while not obstructing the warped/distorted tv effect view.
The event logo was introduced within the composition I explored scale opacity as well as movement, I decided to make this asset grow in size.
I explored further text effects within this assessment piece, the first effect that would be introduced within this piece would be text skewing. This particular textual piece moves from the left of screen and transitions on screen, before moving back to the left. The first animation overlay (skater) was also introduced.
Throughout the video I added bubble textures, coinciding with the fishing theme. This adds another level of texture an immersion. I explored a variety of effect settings within this texture.
Text scrolled upwards with basic information, helping break up the video clips.
An additional upwards text scroll was incorporated, motion blur was also added.
Text wiggle effects were also explored within this video, creating movement and fluidity throughout the scenes. In order to figure out how to effectively utilise text wiggle, I had to re-watch a video tutorial via Youtube.
Animated text wiggle Tutorial:
Final Deliverables
Main video deliverable - Event marketing video
Collateral Video - Bus stop moving poster
Reflection
In response to this assessment task, I have decided to produce an event marketing video with a supporting moving / animated poster piece. In order to create engaging kinetic pieces, I utilised a variety of digital software applications throughout many stages of the design process.
The design process consisted of project ideation, development and finalisation phases. After conducting an initial brainstorming map, I decided that the task deliverables would be created in response to a community ‘urban angling’ event / festival. This fictional festival would be named “Fishin the street”, a play on words regarding (fish in) and (fishing), as urban angling is a subculture that takes place in street/urban locations. Urban angling incorporates street art, hip-hop and skateboarding culture, all of these subjects were included within the final designs.
It was decided that my final design deliverables would incorporate a skate-video / street aesthetic. In response to this decision, skate videos, texture and filming styles will be explored.
Research was conducted in the form of finding artistic, animated and design-based pieces that I found to be inspiring. These pieces inspired my personal design aesthetic but also informed how my pieces would be created. When conducting research, I explored letterforms, texture, movement, scale, rotations and distortion.
Mood boards, a style guide, storyboards and style frames were created in order to form a direction for the final design pieces. By creating these project guides, I believe that the design process was streamlined further and generated time efficiently.
My design process began by illustrating within Procreate, these initial sketched were then animated/drawn, frame-by-frame and exported as PNG’s into Adobe Illustrator to be mastered and coloured. These animations would then be overlay within Adobe Premiere Pro and Adobe After Effects files. In order to create impactful deliverables is incorporated music, quick pace and movement. The overall design process was quite time consuming; this could also be due to my lack of experience when designing with kinetic image and text.
By working on this assessment task, I learned many new design techniques and methods, I believe my thorough ideation phase aided in the organisation of the design process. My knowledge constraints resulted in the main deliverable piece not being as smooth as I would have hoped, although I particularly enjoyed implementing texture within the videos as I believe that it helps further engage and immerse the viewer within the video.
If I were to complete this task again, I would have spent further time on the research phase, delving deeper into additional Adobe After Effects techniques in order to create a more impactful final piece as I believe my collateral piece is more engaging.
Acknowledgements
Mood board images
- https://www.naa.gov.au/students-and-teachers/learning-resources/learning-resource-themes/government-and-democracy/prime-ministers-and-politicians/cartoon-prime-minister-gough-whitlam-michael-atchison
- https://www.naa.gov.au/students-and-teachers/learning-resources/learning-resource-themes/health-and-welfare/epidemics-and-quarantine/cartoon-commentary-influenza-treatments-too-many-cooks
- https://www.naa.gov.au/students-and-teachers/learning-resources/learning-resource-themes/society-and-culture/migration-and-multiculturalism/sponsor-migrant-scheme-cartoon-bring-out-briton-campaign
- https://www.naa.gov.au/students-and-teachers/learning-resources/learning-resource-themes/war/world-war-i/world-war-i-political-cartoon-prime-minister-billy-hughes
- https://www.naa.gov.au/students-and-teachers/learning-resources/learning-resource-themes/health-and-welfare/health-care/bubonic-plague-outbreak-melbourne-cartoon-depiction-referencing-hamlet