SUMMARY
This project was centered on kinetic typography, featuring a lyric video for the League of Legends 2023 Worlds Anthem, "Gods" by NewJeans. Despite having only two weeks and limited After Effects skills, my passion for creativity and learning drove me to self-teach and bring my vision to life. A significant role in this project was posting my progression and receiving valuable input from the comment section of each video which helped in refining and improving the project.
DESIGN CHALLENGE
How can I design and execute a kinetic type video in a creative and engaging way?
SOLUTION
I chose to create a lyric video for the 2023 League of Legends World anthem, GODS by New Jeans, that would highlight kinetic typography. I want to create hype and fan engagement for the target audience of esports fans, music lovers, and gamers, and I thought this would translate well especially after Worlds had just happened. I went through a lot of trial and error, experimentation, learning curves, and project constraints but I managed to overcome a lot of the challenges through ideating and feedback, in order to create an polished final project that would resonate with my target audience.
ROLE
Motion Design, Visual Design
DATE/DURATION
Dec 2023 | 2 Weeks
TOOLS
Adobe After Effects, Photoshop
TEAM
Solo Designer
WHY
School/Portfolio Project
Video
DESIGN PROCESS
Gathering Inspiration
The initial phase of my process involved seeking inspiration from various media sources, many of which were affiliated with Riot Games or other K-pop lyric videos. I meticulously analyzed segments of these videos in slow motion to understand and replicate certain effects or techniques that appealed to me. This approach aimed to facilitate my learning of After Effects and enhance my comfort with the software. While watching the video, you may recognize some elements inspired by these sources, and you'll also notice instances where I diverge from them as my proficiency in After Effects improves.
I also delved into researching the visual branding of Worlds 23 by examining the LoL client design and promotional graphics. Despite being relatively new to After Effects, I sought to maintain an authentic feel consistent with the brand, with a specific focus on typography and color choice. Although I couldn't identify the exact typeface used in the branding, I opted for a type family with ample variation, namely the 'Obviously' typeface.
Creating a Narrative with Storyboarding
After establishing a solid foundation for the visual direction and vibe, I commenced a rough brainstorming session for a storyboard. My objective was to pinpoint key moments in the lyrics requiring emphasis to align with the song's narrative, and to strategize smooth transitions while employing a variety of techniques. This proved to be the most challenging aspect, given my limited knowledge of After Effects at the time. Consequently, I made numerous adjustments as I continued to acquire more skills and understanding.
Assets
After completing the storyboard, I immediately began translating my vision into reality. While I crafted the background using a gradient and textures in Photoshop, I sourced additional assets from existing League of Legends graphics and clip art. Utilizing Photoshop's generative fill, I extended the image borders on the album cover and filled in the space formerly occupied by the song title. This adjustment allowed me to maintain the desired aspect ratio for the video. To ensure a balance between consistent imagery and the prominence of kinetic typography, I kept the visual moments brief.
In selecting visuals and colors, I aimed for intentional references to live performances, Worlds, and the game itself. Celebrating T1's victory, I incorporated a screenshot of Faker from an older Worlds anthem music video. Additionally, inspired by the live performance with New Jeans, I included a splash art illustration of Leona during the song's "sun" reference. The inclusion of elements like the trophy and cover art emphasized the video's purpose of hyping up players for Worlds. Opting for blue to align with the Worlds brand and red as T1's brand color, the alternating usage of both colors mirrored the ally and enemy colors in the game. Throughout the video, it creates a dynamic interplay, but then it ends in red to signify T1's victory in Worlds.
Progression & Feedback From Social Media Engagement
Throughout the project, what began as a short, fun video to showcase my work evolved into a series of videos. I continuously made edits based on audience feedback and comments, improving aspects with each iteration. Feedback on speed, fluidity, and overall cohesion guided my design decisions. Experimentation and trial and error played a crucial role. Some feedback led to a shift in my approach, emphasizing a holistic view of the video rather than working on individual parts separately. This change, along with learning about graphs, cameras, and motion blur, enhanced the video's natural look and flow.
While typography remained the focus, I incorporated more imagery and the music video in the background for depth, aiming to evoke hype and authenticity. Initially considering one color, feedback led me to use a combination of red and blue, which proved effective and carried meaning like I previously describe.
Sharing my progress online during the project was one of the best things I could have done. Transparency in my process not only helped me learn but also assisted others by showcasing the journey, not just the final product. This parasocial collaboration with the audience was effective, and despite time and knowledge constraints, I adapted quickly. I am a huge advocate of sharing knowledge and advice with other creatives, so I found satisfaction in the project's outcome. Recognition from the creative director and an internship suggestion, along with positive comments from Riot Games Music's official account, added to the project's success.
REFLECTION
I thoroughly enjoyed this project, especially in creating a video series that collectively garnered over 1.5 million views. It was not only an opportunity to learn extensively about motion design and After Effects but also a chance to share my work online, receiving valuable advice and feedback from many. This external input has played a pivotal role in my growth throughout the process.
Collaboration, feedback, and the ability to adapt based on these elements are crucial for any designer, and this progression is clearly evident in the series of videos. The immense support I've received, coupled with messages expressing how my work inspired others to pursue design or to keep working hard in their field, holds great significance for me. It's gratifying to know that my work can have such a positive impact. I am delighted to have merged my passion for gaming, K-pop, collaboration, and design in this project and look forward to continuing my journey in motion graphics!
