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Category Archives: PCA – Motion Graphics

Evaluation

Being tasked to create an advertisement for a product, I chose the product of a cleaning spray, as a branch-off to Powerade. I had intentions to include more than I did, but due to the limit of time I had given myself and comparing it to Powerade’s own adverts I chose not to include them. I wanted to include some typography to form the shape of the product, but Powerade focuses more on showing a live showcase of the product in action, and uses words to describe it at the end and during.

I feel that besides what had not been included, I was able to follow the storyboard through and achieve an animation that I intended. The most successful part would be the intro, with the animated radial stripes. The video was more of a learning curve for me, as I had previously used flash for a game. I did learn new things however, most importantly how you can convert an image to a movie clip, and by entering the movie clip and converting the image inside to a graphic and animate it, you can then have it as an image you can repeat at different stages in the animation, and also include different sizes/colours of it, but keeping the animation the same.

I feel that it could have been improved a lot, which had become a downfall mainly because of myself. I didn’t give enough time to achieve what I wanted, and thus was not able to include any audio and further research. I chose a safe kind of animation rather than the “onion skin” or stop-motion. With the choice of animation I feel that it worked and I was able to create something effective. I would have liked to create something longer as it just reached the 20 second requirement, and I could have experimented with a different technique to make things a little more interesting.

 
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Posted by on November 5, 2012 in PCA - Motion Graphics

 

Finishing touches

So with the animation complete, I decided to check it over for any errors, or to see if there was anything I could think of to add. I decided to add an animation for the spray object to appear on the screen, and created a final screen. The final screen is somewhat a generic one, as it displays all the information about the product/company/contacts.

I felt that the animation lacked the addition of text for the majority of the video until it reaches the credits. So I decided to add some keywords to appear whilst the water is sprayed from the product, as it is the perfect time for it.

The glossary in Flash makes it easy to add simple code into the animation, without having to begin with ActionScript 3 to implement code.

I had the intention to create a voiceover to support what is being shown on the screen. It’s standard for promotion adverts to have a voiceover to explain what is being shown on-screen, so it is more of a requirement than a last minute addition. I decided to include a small bit of code to stop the animation looping and replaying the video through constantly. I was restrained to time in the end for it and could not include it.

 
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Posted by on November 5, 2012 in PCA - Motion Graphics

 

Creation

When I started the creation, I thought I would start a fragment of the animation at a time, so that I can get each bit done one step at a time, so I don’t make the mistake of over thinking it all from the beginning and creating more problems for myself. My initial thought to have some type of typography to be animated and form the shape of the product was removed, as I felt that now I had chosen a brand to cater for, it would not suit the general style of their adverts to have it.

I had a few learning curves along the way, such as figuring out the spiral rotation, and the water washing effect. I realised that to simply have 2 key frames and have a motion tween, while making the second key frame be rotated 360 degrees will not rotate the image. To do so, I had to have several key frames, and have them rotate the same amount of degrees for the same duration, which would in effect create a full 360 degree rotation. I managed to create an accidental effect where it rotated again, thus giving a glimpse of the kitchen image before the stripes had disappeared  I’ve found that a lot of the time you may have a plan set in stone for how it will look, but you will end up creating something by accident that you will use for your creation.

The wash effect with the water was possibly the most difficult part for me to get my head around. I was trying to think of how it could be done, to show the kitchen being cleaned and the clean version of the kitchen to appear on the other end. Instead of playing around with masking and most likely not creating my desired effect, I decided to go with a right-to-left animation of an image to represent water, to have it then fade out into the image of the clean kitchen.

There was another issue when I was sizing my images. When I did hold shift and dragged to change the size but keeping proportions, it didn’t re-size from the center of the image. To fix this, I hovered over the center of the image where there is a dot, right clicked and chose “set transformation point”, which fixed the error.

To conclude, I feel that the creation of the animation was smooth, and I learnt a few new things along the way, as explained above. I am happy with how it turned out, and think that I was able to bring my storyboard to reality, given that how the final product looks, is how I had imagined it.

 
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Posted by on November 5, 2012 in PCA - Motion Graphics

 

Assets

Before creating my animation I decided to design all of the assets that I intend to be using for it. Here’s a list of what I will be needing:

Vector artwork from Adobe Illustrator:

  • Typography shape
  • Spray
  • Radial stripes (2 colours)
  • Kitchen (clean and dirty versions)
  • Water wash
  • Stars
  • Logo

Artwork created directly from Adobe Flash:

  • Text (slogans, overlay messages)
  • Background colours
  • Saturated background colour

Additional assets:

  • Sound files
  • Voiceover

Creating the logo required me to search for what the font was called. I used a website called “What the font” (www.myfonts.com/WhatTheFont). By uploading a black and white image of the font’s letters, it then searches for the font and gives a match of different possibilities. The font was found and named as “Bitsumis”. Most companies brand their logo from a font, but change a few letters slightly so that it can be classed as something unique. I noticed that the P had a similar effect edited to what the capital R looks like. This was a simple edit in Photoshop, and I was able to re-create the logo in a big enough size to convert as a vector for Illustrator/Flash.

 
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Posted by on November 5, 2012 in PCA - Motion Graphics

 

Storyboard

Storyboard

 
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Posted by on November 5, 2012 in PCA - Motion Graphics

 

Branding of the product

I realised that creating a completely new brand for the product may take longer than the time I have to produce the animation, as I would have to create an identity, logo and colour theme for it. If I work with a brand that is already active, I can mimic their logo/colours and save myself the time. It will make things easier too, and would become an adaptation to the “what if”.

I’ve decided to go with powerade, as during the initial stages of creating the assets I started to think of colours. Powerade focus on different coloured drinks for the different flavours, and I could do a similar thing for different smells of the cleaning product I am advertising.

 
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Posted by on October 25, 2012 in PCA - Motion Graphics

 

Researching ideas for animation

I decided to start looking into the designs of others who have created work which relates to what I am hoping to achieve. I have seen this style of text animation a lot lately, but didn’t know what it was called until now. It’s titled “Kinetic Typography”. Kinetic being part of the name is to mean that it is moving text, so you can interpret that however you want to and still relate it to this theme of animation so long as you use text only. It has most commonly been used or enhancing simple pieces of media, such as a voice message, or creating an interpretation to a music video. The different sizes, colours and animation effects should create the representation for the chosen word each time.

Shop Vac

This video demonstrates a wide range of techniques that are available with Kinetic Typography. They have used graphics and text to animate in relation to what is being described, and also in some cases, made the 2D artwork appear 3D.

http://www.crookedgremlins.com/09/01/2008/kinetic-typography-tutorial/

A channel on vimeo dedicated to kinetic typography:
http://vimeo.com/channels/kinetictypography

After Effects Template – Mega City

This video shows how you can include typography, being placed on top of video footage and making it look like it is part of the original footage.

“What’s he building in there”

This video demonstrates using typography to form the shape of objects. This relates for my project as I hope to create kinetic typography which will then form the shape of the product being advertised.

 
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Posted by on October 22, 2012 in PCA - Motion Graphics