Kinetic Campaign Video DVB301 - Jaehyeok An

Design Brief

I was approached by a YouTube content creator who produces famous music cover with his bands. He recently finished the cover of the famous K-POP, ‘Butter’ by BTS and he wishes to add an intro video featuring re-designed music video of the original song. However, according to the YouTube and copy right policy, he is not able to use the original music video. So, he requested me to produce a short 10-15 seconds music video. He specifically mentioned that he wanted it to be in motion graphic style and heavily really on typography. The main audience of his YouTube channel is teenagers to people in early 20’s.

Image source: https://images.hdqwalls.com/download/bts-2m-5120x2880.jpg

Design Process

Before jumping in to the creation of the motion graphic, series of researching and planning is crucial to achieve the successful outcome.

Keywords.

Moodboard

To work towards a successful outcome, Moodboard was created to explore and determine various colour theme and design style.

Storyboard

After studying and determining the visual style, very rough storyboard was created to record and evaluate the initial idea.

Style Frame.

Scene #1

Bold Sans serif types will be shown. Text will be appear from controlled opacity syncing with each beat of the music. Black and white are being used to emphasise the word 'Butter" as it is also the title of the song.

Scene #2

Different to the previous composition, the lyrics here are sang a lot faster. So, every scene will be changing fast. However, to keep its readability, the text will be in simple font and will be located centre.

Scene #3

In this composition, the word 'Pop' grabbed my attention. To express it in motion graphic, the text will expand extremely fast represent the 'pop'.

Scene #4

Last part of the planned music video. It will keep similar style to all previous scenes. All transition is moving fast and frequently. This is to represent the joyful and funky theme of the music.

Plannign stage of design process is completed. However, since these ideas are not yet visualised in moving sequences, i must be opened to changes and still explore various elements that emerges while creating the motion graphic.

Rationale

Research and Planning

From the initial ideation process from the design brief and selected music, I was able to set the tone of the music video, which is expressed as keywords. In summary of that, the chosen tone are joy and flashiness. The reason behind this decision is mainly from the characteristic of the music. ‘Butter’ by BTS is funky and set in fast tempo that is filled with exciting melody of numerous instruments and playful lyrics. Furthermore, the chosen tone for the music video is represented in various ways. Usage of highly saturated yellow/ orange for the main colour is to symbolise happiness and joy, while also representing the colour of butter, the title of the music. Also, the fast-moving composition, effects and camera movements set the flashy tone.

After setting up the tone, I conducted visual research by creating a mood-board. Here, I’ve collected and analysed series of static graphic images that fits into the chosen style to gain further ideas. From this research, I’ve learned that bright yellow/ orange colour suits well with low saturated colour such as white or black as it creates contrast and emphasise the content.Then storyboard and high quality style frames was produced to create a detailed plan. Then storyboard and high quality style frames was produced to create a detailed plan.

In after effects.

#1

The intro of the music was originally planned to be removed, and start the video from the first verse starts. However, it did not suit to the design brief where the client wants the video to be at least 10 seconds long. So a simple intro sequence was added by 'scale' and rotate 'tool' while changing the colour, setting up the joyful tone of the video/ music.

#2

The initial plan of the first scene was to use minimum motion graphic. The text would pop in and out by adjusting opacity. However, when it was visualised to a video, it appeared like it wouldn't grab viewer's attention effectively. So to increase the engagement, I added further decorative elements. Thin rings emerge by extension and texts bounce around, which syncs to the timing of the word 'butter'. Emphasising it.

#3

Similar reason to the previous scene, when the initial idea were visualised in a video, it appeared to be 'blend'. To add excitement and engagement, background colour changes over the transition and decorative lines were added with wave effect.

#4

To created coherency to the changed design, transition also included wave effects. Gradation and moving dummy texts were added in the background to improve aesthetic and visualise bright and joyful tone of the music. Also, the text 'gonna' were planned to expand and fill up the background, but it was replaced with a circle shape.

#5

In the composition where the text 'POP' zooms in and become a background for the next lyric, the music was faster than expected and was not possible to visualise in video. This idea was discarded and changed to a lot simpler form.

#6

Since the original idea of the previous scene was discarded, the following scene had to face some changes.

#7

Ending scene of the original idea was not impactful. So instead, I created a simple motion graphic of heart symbol instead of the text 'heart'.

Final Music Video

https://youtu.be/NWIJY3lfShI

Design Appendix

KIT bootcamp 1 : Title Sequences : https://youtu.be/HaR6qRgoWzA

KIT bootcamp 2 : Celebrity Quotes : https://youtu.be/AjB9_8QCpgw

Created By

Jack An

Appreciate