Motion Graphics Portfolio Piece Kinetic image & text - Jaehyeok An

RATIONALE

Design Brief

A music festival director is managing Sam Ryder’s concert in Southbank near the end of 2022. Fortunately, I was approached by this director to create a motion-based design for the jumbotron – the large screen that takes position on the stage, which will be used throughout the night. However, since this project is still in the early stages of preparation, the director has requested that I design two videos from two small sections of one of Ryder’s songs, Tiny Riot, to ensure that he is happy with my design style and tone that I will be taking to create rest of the videos.

While the director is happy for me apply my own approach in designing the video, he has asked for a series of requirements for me to incorporate into the short preview. The first video is to be approximately 15 seconds long, displaying the verse of Tiny Riot, with a more subtle design mainly featuring lyrics. The second video is to be another lyric video of approximately 20 seconds of the ‘drop’ in the music. This section is required to have a more dynamic and dramatic motion in the design. Furthermore, the director has also demanded that the file is in .mov format with a resolution of 2048 x 1080px, which is the resolution of the jumbotron that he will be renting for the concert.

Design Strategies

To move towards a successful outcome, I will approach this project by conducting contextual research prior to designing to set a clear direction and tone for the future work. Thus, the method will consist of brainstorming ideas that are related to the lyrics, context and so forth, to generate main keywords. Then, by implementing the keywords to create a mood board, I will be able to set the visual tone of the final design.

Consequently, in gaining more context for this project, I will sketch story boards to plan for the motion-based video, which will then be transformed into style frames to visualise more high-quality references for the actual production of the video with Adobe After Effect

KEYWORD

To establish clear direction of this project, I generated keywords that is relative to the context of this project. The main keywords that I will be focussing on for this project will be “Boldness”. To implement this, I will use big/ rough motions with big dynamics and contrasts.

The colour scheme for this project will be Red, Navy and two basic colours, which are yellow and black.

Moodboard

With the Keywords generated, I researched existing design works and added them into a mood board to visualise the research, which will help me to refer when I conduct initial designing.

Storyboard

For Verse

As it was mentioned in the director’s brief, he wants the lyric video of verse to be subtle and potentially be a used in different songs as well. To do so, I minimised motions and sorely relied on circular audio spectrum and minimalistic fonts. This will make this design more suitable in different context while keeping the viewer's focus on the lyrics and singer as delivering the lyrics is more important at this stage of the song.

For Chorus (The 'Drop')

As this stage of song, the chorus, it is the highlight of the music. My focus here is to create an eye-catching video to impress guests. The motions will be dynamic, strong colourful, fancy, and bold. Small effects are used all across the screen while keeping the focus of the viewer to the lyric by centring and using high contrast on them.

Style frame

Finally, the style frames were created. This frames follow same design as the storyboard but in much detail to make great visual reference before I start working with the After Effect. However, some major changes were made in few of the scene as rough sketching and designing vector illustrations were very different. Especially where I had to consider implementing these images to a moving sequence.

The first art board (left-top corner) is the still frame for Verse lyric video. As shown in the storyboard, it will be same layout with audio spectrum and lyrics changing. The rest of the illustrations are all for the Chorus lyric video.

design process in Ae

After all the design process conducted prior to this stage, I produced the video with Adobe After Effect. During this stage, I made major changes throughout the video and the list below is the my reasons and process of the changes/ improvements that I made during the production.

1st Change

More effects were added to this scene because tone of music changes and I wanted to emphasise that more.

2nd Change

This short scene was added to make the 'drop' (When the chorus starts) is more emphasised.

3rd Change

Glowing circles that represent moons were removed in the later stage of production as it was too repetitive and distracted user from focusing on the lyric, 'RIOT'.

4th Change

This scene was too blend as the duration for this lyric was a lot longer than expected. Bright red moon, used earlier was recycled to add dynamic effect while keeping the coherency of the design.

5th Change

Smilier to the previous change, this scene was repetitive and blend when it was produced into the moving sequence. So, I created something that was completely off to the plan. I added fast changing and highly contrasting two colours and background to add dynamics to the video.

6th Change

Same reason as last two changes, I added more effects, which was not originally planned to emphasise the ending and create more dynamic video.

The final videos

Verse Video:

https://youtu.be/1DOQFEsSdhA

Chorus Video:

https://youtu.be/nw7BFaBpDe8

Appreciate

Credits:

DVB3031 - As2 Jaehyeok An - N10270639 Tutor - Dane