Project: Charity Event Marketing
Event: Living Water Concert
Audience: Christian Music enthusiasts who love nature and desire to protect it, ages 15-20
Genre: Christian/Gospel
Rationale: The theme is based on creating an event, talent and venue that the identified target audience will be attracted to. Approach audience with the knowledge that this age and income group has attended this type of concert often at their home church or other venues in and around their city. Connecting the Sea Turtles cause to the beach environment with an additional focus on spirituality, lends for a familiar event for a different cause. Since the audience has an appreciation for nature, they would most likely support efforts to preserve living creatures. This atmosphere and venue would be appealing to parents and could be supported by church youth groups.
Referencing the finalized moodboard, the goal of the animated logo is to communicate the characteristics of peace and life as represented by the home of the ocean. The final logo uses texture in the outline of the turtle and the cradling hand of water, as well as in the text for the concert name. The colors from the moodboard, represent sand (Sandstone), sea (Tranquil Waters), nature (Driftwood) and the emotions of determination and encouragement (Sunset). The sound effect of the ocean assists in the communicating the tide of the sea with the movement of the turtle and the cradling hand of water moving in from the top of the frame, transitioning to the bottom of the frame, then up to allow for the reveal of the benefit concert text. For inspiration, the technique of Timing and the example of the animation of the title sequence from Anatomy of a Murder (Pannafino, 2015) was examined then executed to fit the tone desired for the target audience.
As many artists are featured in video with guitars. the audio track chosen is a refreshing theme with crisp guitars. It is also bright, clean and refreshing with tonality that communicates spirituality, momentum, life and awe. The characteristics of protection and life are also communicated through the use of visuals of the ocean against the shore and the sea turtle emerging from the ocean to the shore confidently and safely. Taking cues from the required references, particularly position and scaling, motion was added to the still images for added interest (Kennedy, 2015). These video attributes will appeal to the audience and engage them and encourage them to connect with and support the cause of the sea turtle through the praise and preservation event.
