The goal for this project is to enhance Loewe branding. My collaborator and I decided to create logo reveal animations for the Loewe logo. These animations would play in stores in a vertical format highlighting the brands unique identity.
EXPLAINER VIDEO
Dimensions - 1920 x 1080
Software - After Effects
collaboration - Suzy Wang
Sound - Abigail, Kelly Warner
Research
The client
Founded: 2014
Founders: Ezra Klein, Melissa Bell, and Matthew Yglesias
Focus: Vox covers politics, culture, technology, science, and global affairs, often using visuals, timelines, and “explainer” articles or videos.
Style: Voxs explainers answer why and how questions. Clean design using graphs, live footage and collage having a unique design according to each stories.
Research
style + media
Vox usually posts youtube explainer videos as well as illustrative works representing specific articles.
research
The goal
The goal is to create an explainer video without narration that best represents the article "Little videos are cooking our brains" by Adam Clark Estes.
Concept
First direction
AI-generated content is robbing us of our attention, reshaping and adapting to the thrill of Vertical screens.
Referencing the eye-catching effect of pop-art.
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Bright/bold
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Exaggerated forms
Concept
chosen direction
Vertical videos are hypnotizing our gaze manipulating our focus.
Design would have a digital feel while implementing Vox general design style.
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repetition
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saturated colors
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brain rot = short thrill vids
story
ROUND 1
Our first round of story beats offered a wide range of scenes. Some scenes felt more connected than others. For that we decided to rework the first line of story beats to be more cohesive.
story
ROUND 2
In our critique our art director felt that we needed to have a person to represent the viewer as the story felt more narrative. We adjusted the story to follow a character through different areas that represented this tech world.
story
ROUND 3
our final round shows a persons involvement from start to finish. there are moments where
story
STYLEFRAMES
STORY
storyboard
We had several rounds of storyboarding to hone in on the transitions and storyline
ANIMATIC
ROUND 1
The first animatic
ANIMATIC
ROUND 2
Vox usually posts youtube explainer videos as well as illustrative works representing specific articles.
ANIMATIC
ROUND 3
The goal is to create an explainer video without narration that best represents the article "Little videos are cooking our brains" by Adam Clark Estes.
TECHNICAL EXECUTION
animation
We used adobe after effects to animate the scenes. We organised certain parts in layers to create dimension as well as using lens effect and a glow effect to bring the digital aspect. The animated colorful bands are made by distorting the imagery and stretching the color pixels. We thought this was a nice touch to represent data streams and AI data!
TECHNICAL EXECUTION
VIDEO TREATMENT
The animated colorful bands are made by distorting the imagery and stretching the color pixels. We thought this was a nice touch to represent data streams and AI data! We also made the footage feel very artificial because it is supposed to represent addictive videos
character
animation
The character animation is sharp and has a more serious tone. Since the edges are hard much like the environment there is fun shape layer animation happening. We rigged the arms and legs using nulls to create fluid animation.
design
The design of the character was a journey. We did some sketches but they all felt way too playful considering the render style of the piece as a whole. So we decided to create a more hard edged character with interesting texturing. Just enough to add more detail to a simple frame.
the final
collaborator
EXPLAIN
Abigail + Suzy
thoughts
The process of creating the video footage was pretty interesting. Using live footage can be really hard but it was a good challenge!