GROUP ASSIGNMENT-ABSTRACT MOTION GRAPHIC

    

 

 

Group Project (40%) – Abstract Motion 

    Timeframe Week 02 – Week 14 

    Deadline Week 14 

           TOPIC 

 As the requirement form this assignment outline, we are supposed to create an abstract motion graphic based on Sustainable Development Goals (SDG) by united Nations (https://sdgs.un.org/goals)

 

 Before we decide to choose our focus topic, there are several SDG that has been suggested

by every member based on their own perspective. Those are:

Suggestion 1: SDG goal no 14- Life on land

Plot: About ecosystem, where vast development of city and building causing animal's habitat to lost slowly. Due to this, animal start to enter human life and places for food hunting. In the meantime, human start to feel them as a threat. The matter is, their habitat has been invade. Who fault is that?

Suggestion 2: SDG goal no 3-Good health.

plot 1: parent's lack of awareness on child mental health

Plot 2: awareness on dangerous of smoking

Suggestion 3: SDG goals no 16- Peace justice and strong institution

Plot: fake news among netizen. 

After further discussion, we decided to choose SDG no 3 which is goals on good health with dangerous of smoking as main focus.

SDG 3 sets out nine key targets and four additional targets for resource mobilization and policy to be achieved by 2030. The nine key targets are:

3.1. Reduce the global maternal mortality ratio to less than 70 per 100,000 live births.

3.2. End preventable deaths of new-borns and children under 5 years of age

3.3. diseases and other communicable diseases.

3.4. Reduce premature mortality from non-communicable diseases through prevention and treatment and promote mental health and well-being.

3.5. Strengthen the prevention and treatment of substance abuse, including narcotic drug abuse and harmful use of alcohol.

3.6. halve the number of global deaths and injuries from road traffic accidents.

3.7. Ensure universal access to sexual and reproductive health-care services, including for family planning, information and education.

3.8. Achieve universal health coverage

3.9. Reduce the number of deaths and illnesses from hazardous chemicalal pollution.

based on those nine key, we decide to choose the fifth key target which is prevent and treat substance abuse with smoking as our main focus.

Creating public service awareness campaigns about the dangers of smoking specifically targeted at children is crucial for several reasons. Firstly, children are highly impressionable, and early exposure to anti-smoking messages can help shape their attitudes and behaviors towards tobacco use. By instilling awareness at a young age, there is a better chance of preventing them from experimenting with or developing a habit of smoking in the future.

Secondly, tobacco use remains one of the leading preventable causes of death globally. By educating children about the health risks associated with smoking, including respiratory problems, cardiovascular diseases, and cancer, public service campaigns contribute to the overall goal of reducing smoking-related illnesses and deaths in the long run.

Thirdly, these awareness campaigns can play a vital role in breaking the cycle of intergenerational smoking. Children often model their behaviors after the adults around them. If children are made aware of the harmful consequences and addictive nature of smoking, they may be more likely to discourage or influence their parents and other adults in their lives to quit or avoid smoking.

In essence, public service awareness campaigns targeting children serve as a proactive measure to protect their health, empower them with knowledge to make informed choices, and contribute to building a smoke-free future for generations to come.

 CONCEPT OF ABSTRACT MOTION GRAPHIC

For this project, we decided to use the cartoonish concept as our targeted audience is children. A cartoonish concept for a public service awareness video can be an engaging and effective way to communicate important messages to a wide audience. Each cartoons character has a unique ability to capture attention and make complex or serious topics more approachable. By using colorful characters, exaggerated expressions, the video can simplify intricate issues and resonate with viewers of all ages.

beside that, we also use kinetic typography to make it more informative. each typography has its own animation and are syncronize to the audio element in the video.

For this project image element, we use vector and mix media as main element. For the vector, we use Microsoft Bing Ai Image Creator to generate each image. Then, we use background image erase to get a transparent background and insert it in out project.

Microsoft Bing AI

Example of some Image created using Microsoft Bing Ai Image Creator

MOODBOARD 

          STYLE GUIDE      

           typography and type Design

For the typography and type design, we decided to choose Eternity and Fetching font that is available in capcut. both of this font are choose because both of it convey different emotion to the viewer. as ana introduction, we introduce the abstract motion with with word 'Smokills' which is an abbreverbation from smoking kills. based on the meaning of this word, we can clearly see that the emotion that we are trying to convey is smoking is dangerous. it can kills you slowly. due to that reason, we choose fetching font with red colour that give off suspense, dangerous and scary vibe.

Eternity and Fetching font from Capcut

 Fetching font

As the targeted audiences are children, we use funny font for the content. we give the font some shadow effect so that it become contrast from the background image. for the font colour, we use two colour which is red and black. black font used in almost every part while red colour is used for important part or point such as 'Smokills', 'Smoking', 'Yes', 'No', and 'Yours'. the rationality behind the colour is that red symbolize alert, attention. cautious, and warning. it is our main objective to convey the dangerous of smoking to audiens thus we pay attention to the details.

        INTEGRATION OF DESIGN ELEMENT AND PRINCIPLE

 The integration of design element in this abstract motion are timing, space, rhythm and other. the details of animation, transition and effect used are explained in the animatic part.

     

        For this abstract motion design work, we have integrated some motion design principle such as

        timing, rhythm, and spacing. all these element used are explained in the animatic part. 

       

          COLOUR SCHEME

Color schemes are essential in design and aesthetics as they contribute to the overall visual appeal and communication of a message. A well-chosen color scheme can evoke specific emotions, enhance readability. For our project, we choose light colour as main colour which is white. Font are black and red, and other element sucha as vecctor are mix.

colour scheme

PLOTLINE SKETCHES

Sketching ideas serves as a visual thinking tool, helping to clarify and develop concepts in a tangible form that can be seen by other. Sketching allow us to visualize abstract thoughts and making it easier to communicate and understand complex idea.  As we choose smoking as our focus, several plotline has been proposed by our group member.each member make a rough sketch for the plotline. The picture below are the rough sketch of the storyboard.

 

STORYBOARD

After group discussion, the previous storyboard has been improvised. Thus the final result are just like the picture above.

 Explanation:

1. Cigarettes move from left to right and vice versa following the movement principle in motion graphic.

2. Tagline 'SMOKILLS' which is an abbreviation of smoking kills will appear

3.a cigarettes will fall from above 

4. cigarettes will twirl and overlapping principle will be used for the cigarettes movement until it arrive at the character's hand.

5. the character will catch the cigarettes and bring it closely to its mouth

6. the character's expressions change as it start smoking while exhale a lots of smoke around 

      

      Explanation:

1. The character decide to try smoking and he love it.

2. zoom in to the cigarrete.

3. the character throw away the cigarrete

4. the cigarrete fall in a ashtray

5. the cigarrete bouncing

6. the cigarrete keep burning

     Explanation:

1. the cigarrete's smoke keep burning

2. eventually, it reach the lung

3. the lung start burning.

4. the character that is happy at first start to suffocate in the heavy smoke

5. fast rewind to scene 5 when the character first get a hold of cigarrete

6. the character gave a determined look on his face. he hate smoking.

     Explanation:

1. then, he throw away the cigarrete 

2. the cigarrete fall in the dustbin.

     Early Outcome

     Problem and limitation

     after getting the result for the abstract motion. most of us did not satisfy with the outcome. due to lack of skills in using Adobe Animate, the outcome looks a bit awkward. thus, we decided to start over by making a new storyboard. we are using the same storyboard concept as before with a slighly change in the scene sequence.

STORYBOARD 2

ANIMATION

In the animation production process, our group has explored several applications or software that are suitable for us to use to produce this project. We have discussed using adobe animate to produce this project. But the first results of using adobe animate were not satisfactory, so our group discussed and used other methods so that the messages we wanted to convey could be understood by target audience.

We have generated photos from Ai to customize with a storyline. Then we used kinetic typography to convey a clearer message

So, for the writing section “smoking” the type of typography used is the fold and  Cigarette vector image is animated in CapCut, a pan right as the text motion.

Kinetic Typography appear as a typewritter and the vector we add animation which is slide left.

On this scene, the vector appears fade in

Next, the kinetic typography on this scene is statically located only and there is a graphical principle of motion that has been applied which is alignment.

Vector appear as a fade in

The word “Say” appears on a slide down spell the word “No” appears wave in and vector in turn appears show up.

Lung vector appear as a fade in and then there is a sound effect burning

Lung vector is transformed into a clean and healthy lung statically and there's a sound effect twinkling

Vector image appear as show up on this scene

The typography and vector image stay statically each scene

     AUDIO

for the audio element, we use Background music, Sound Effect and Voice Over. 

     Background Music

we decided to choose light and fun music as Bgm so that it can compliment the motion in the video well.

     Sound Effect

we use some sound effect to make our video much more engaging. the sound effect are used at video introduction when word smokills with skull appear, bone cracking, fire burning, and twinkling

Fire Burning Sfx

Twinkling Sfx

Swoosh Sfx

 Bone Cracking Sfx

     Voice Over (V/O)

as for the V/O, we use one of our team member voice to create originality.

Final Outcome