PROJECT GOAL

To create a motion graphic, kinetic typographical work that focuses on envisioning and evoking the lyrical nature of a song through that of animatic representation.

TOPIC OVERVIEW

The goal is to create a video, lasting between 30 seconds, to 1 minute, 30 seconds’ worth of content that effectively exemplifies a song’s lyrics. With utilization of skills derived from the GRC 455 course, or Motion Graphics design course, at the University of Nevada, Las Vegas. The main focus is creating kinetic typography that uphold graphic design principles, along with the 12 Principles of Animation, in a way that emotionally captivates the viewer upon listening to the song of choice.

PROJECT EXPERIENCE

When first maneuvering this project, it took a lot of indecisive perspective out of what I wanted to focus my actual visual to look like.

BRAINSTORMING

So, upon brainstorming, I really wanted to make my project result in feeling “design-esque” in theory. Thus, my focus landed upon pinpointing these three base concepts:

• Concept 1: “Social Media” Phone Navigation
  • Lyrics pop up through Instagram posts, iMessage text messages, etc. 
• Concept 2: Imaginative Storytelling 
  • Visual representation of lyrics through elements and  figures. Usage of vector art as silhouettes of things  happening while lyrics pop up on screen. 
• Concept 3: Spotify! 
  • Video looks like a Spotify navigation styled screen displaying lyrics. 

Ultimately, I aimed for my project to visually look as though it was an Apple brand iPhone advertisement-combo-emotional piece connecting to the lyrics of whatever song I would finalize my choice with, so, I combined the concepts of 1 and 2 to achieve that idea. 

Then came the audio sources, to which I had to search my musical archives, along with asking opinions from those around me, to pinpoint the direction I was going with this:

• Audio 1: 
  • “What Once Was” by Her’s (1:48 – 2:40) 
• Audio 1: 
  • “End of Beginning” by Djo (1:22 – 2:16) 
• Audio 1: 
  • “My Jinji” by Sunset Rollercoaster (1:21 – 2:03 OR 2:03 – 2:55)

To which I had come to realize the repetitive nature of the second choice would have made it a bit difficult to display in an alternative viewpoint every time the lyrics were repeated, and the third audio felt a bit more complicated to depict depending upon the visuals that I wanted to incorporate with the project. Essentially, my final choice resulted in being “What Once Was” by Her’s.

STORYBOARDING

The storyboarding went rather free flow in terms of what I was going for, focusing on the combination of both concepts to create a narrative that felt emotionally compelling enough to match the lyrics, along with the audio vibe that the song wished to convey.

(Viewed from left-to-right)

Visual storyboarding utilized to depict the process for the kinetic typographical project.

PROJECT OUTCOME

“WHAT ONCE WAS” KINETIC TYPOGRAPHY PIECE

The final piece resulted in incorporating not just Adobe After Effects, but also Blender 3D, which ultimately contributed to the aspects I was not initially able to convey accurately by that of moving elements with type alone, especially with that of the hand coming up to hold the phone, and the rendered images utilized for the Instagram scrolling aspect. With the animated elements moving in ways that flowed with the nature of the lyrics themselves, along with the clean visual of keeping everything relatively black and white with simplicity, the designated nature of being closer to that of an iPhone advertisement was displayed subtly, yet mostly successfully, as well.