Ravensbourne - Ba (Hons) Advertising & Brand Design - Development of Script & Video

I took inspiration from the Diesel campaign ‘The Official Be Stupid Philosophy’ and Apple Canadas campaign iPhone 7 in 107 seconds. I liked both art directions and aesthetics. However, when I animated the video I wanted to put my own spin on it with vibrant colour and visual imagery. I have never really made typographic illustrations so though this would be a great way for me to learn.

For this brief we decided collectively we wanted a voice over, however, for this project we thought we would pay a professional VO artist. For this we had to create a script. I have had experience with script writing before, however, this was a fun exercise to practise and experiment with a bit of copywriting in a creative and advertising context. We worked as group collectively to outline the rough script and topics of discussion, as we worked on what we would say and how we could visually convey the ideas, wether this was through sound effects, visuals or voice over audio.

We went through four rounds of script amends till we were happy with the final copy. We wanted to make sure it was what we wanted before we sent off to the voice over artist.

Once the script had been edited and finalised I was then able to start visualising each frame to fit with the script as we wanted the video to be a mix of typography and animations. I started to break the script down to tackle it frame by frame. However, I found when I was animating it ended up having more than 20 frames. This was because there were some sections that would have one word on the screen at one time. You will also see that no all the frames drawn out on the left were featured in the final video as I opted for typography in some areas over illustrations and vice versa.