Objective–Finalize (
1. Above). Add type to motion graphic. Type is used for informational copy on the concert event. Font and style choices are consistent with the logo to create a unified message.
2.(Above). Insert finished motion graphic at the end of the video. The video ends with the signature of the event signature and the motion graphic. The elements of motion in the motion graphic are consistent with the focus and message in the video. Joined together, they communicate a unified and effective message promoting the event In Concert, Saving Sea Turtles.
Phases 3 and 4. Objective– Create a video based on the concept of the prior mood boards and logo design. (Below).
The creative strategy is to develop an event video that ties into the motion graphic and mood board promotion, a concert to save the sea turtle. An event video should show, not tell (Park, 2013). This video tells a story and conveys a positive feeling of a concert event for a good time, and a worthy cause at the community level. The brand represents several musicians who perform a variety of genres to fundraise in support of specific causes, of which Saving the Sea Turtle is one. The performances are focused at the community level. The video shows different local musicians in community concerts, the natural ocean environment, a sense of community, and also portrays the sea turtle free and thriving in its natural environment. The use of the turtle swimming through the frames is intended to represent the focus of this event, saving the sea turtle species. The transitions are intended to create a sense of flow and connection throughout the events. The concerts are shown with an atmosphere of positive interactions, inspiring the audience to support the objective of the event. The sounds of the ocean and seagulls remind us of the beauty of the ocean, beach and seagulls, an ecosystem within itself where the sea turtle thrives. The style of music reflects a down-home tone, representing the community aspect of the events. The heartbeat symbolizes protecting the life of sea turtles, and a living connection to all species, large and small, and the importance preserving the ecosystem balance. The video ends with a perspective of looking up through the deep ocean water at the stars, and the sound of a beating heart emphasizing that connection.
Above. Rough cut video exploring transitions of sound and image to tell the story, to promote this event.
Phase 3–Objective– Motion Graphic. (Below)
Revise motion graphic, integrate sounds to focus on the concept.
Revise motion graphic, integrate sounds to focus on the concept.
The logo elements, the color palate, the font choices, type emphasis, and the assimilation of the simple turtle image within the ‘o’ as a focal point, are elements used to create a tone and consistent message relevant to the prior mood board representing Concerts for a Cause, Save the Sea Turtle. The motion graphic was revised and simplified to convey the concept of a heartbeat by using an effect and keyframes to simulate the pace of a beating heart within the turtle. The secondary message is Saving the Sea Turtle, protecting the life of the species is at the heart of the matter, or the focus of the concert event. Ocean front and nature sounds remind us of the natural surroundings the sea turtle thrives in, along with the sound of a heart beating are integrated to create the illusion of life and the connection between nature, the sea turtle and us. The sounds of the ocean combine with the beating heart and then fade out leaving the viewer with the sound of a beating heart to evoke an emotional response. The Appeal can be established before anything moves by choosing an interesting typeface, creating a visual translation, or juxtaposing images (Pannafino, 2012). In conclusion, the simplicity of motion in this motion graphic for In Concert, Save the Sea Turtle, generates the appeal and enhances the meaning behind the motion graphic bringing focus to the message.
Above—Motion Graphic with sound
2. Objective –Select one logo and develop a color version and create 3 motion graphics with the logo. When graphics are set in motion, time becomes another element of the composition. Whether with type or image, added elements of progression and drama create a memorable expression (Chermayeff, 2016). Develop 3 motion graphics using Adobe After Effects. Each motion graphic should build off of the initial approach using a different motion to emphasize one concept.
Motion Graphic A—
The concept behind this motion graphic is to communicate the shared and necessary life force among us all, breathing. The musicians who are performing for a fundraising effort to save the sea turtles, the audience, and the sea turtles, all must be able to breathe to live and survive. This is reflected through the use of changing scale for the entire logo unit as if it was a living organism. It also represents the idea of an event full of life. To enhance the notion that sea turtles and humans inhabit our planet earth, the color blue for water, and green for earth are used in the motion graphics. Motion graphic A focuses on the totality of the event. The pulsing effect is demonstrated by motion in the letter o. The interpretation adds a living, breathing element to the concert’s brand identity, connecting to our humanity.
The concept behind this motion graphic is to communicate the shared and necessary life force among us all, breathing. The musicians who are performing for a fundraising effort to save the sea turtles, the audience, and the sea turtles, all must be able to breathe to live and survive. This is reflected through the use of changing scale for the entire logo unit as if it was a living organism. It also represents the idea of an event full of life. To enhance the notion that sea turtles and humans inhabit our planet earth, the color blue for water, and green for earth are used in the motion graphics. Motion graphic A focuses on the totality of the event. The pulsing effect is demonstrated by motion in the letter o. The interpretation adds a living, breathing element to the concert’s brand identity, connecting to our humanity.
Motion Graphic B—
The concept – to expand the focus beyond the living and breathing logo and the music event with a focus on the sea turtle. This was depicted by adding a rotating action to the turtle in the character o. The element of breathing functions as a secondary action here while the spinning turtle captures the attention. It does not detract from the primary motion of the rotating turtle. The motion of the turtle was utilized on 2 levels, to support the idea of extinction, and to reflect the earth’s rotation, and environmental changes spinning out of control, having a negative effect on the sea turtle population. On a humorous note, the turtle can be seen as dancing to the music, having fun while supporting a serious cause. This reinforces the humanity of the brand’s identity
Below. Motion Graphic C—
The idea here was to add another motion to B. The premise of this motion graphic is to demonstrate a positive outcome for this fundraising effort. In this motion graphic, the sea turtle grows, and evolves, becoming bigger than the logo or the event itself. This action is meant to be symbolic of the success of the event contributing to the awareness and growth of the sea turtle population. Again, the breathing logo becomes a secondary action, and the exaggerated size of the turtle supports the primary concept of a positive result associated with the brand’s identity. When graphics are set in motion, time becomes another element of the composition. Whether with type or image, added elements of progression and drama create a memorable expression. (Chermayeff, 2016). Motion was added to the logos to create a memorable mark for a memorable event.
