UNLOCK MENTAL BLOCK
DIGITAL CAMPAIGN THROUGH MOTION GRAPHICS
This project aims to make people more aware about mental health specially under times of COVID. I am running this campaign through different mediums which will be showcased series of motion graphic videos spreading across different platforms explaining the symptoms, effects and causes of mental illness as well as best practises which one can adopt to overcome it.
There are various topics in mental health but only limited time scope in the Semester’s, I am mainly focussing on some of the most common symptoms of mental illness -
• Anxiety
• Depression
• Toxic masculinity
• Anxiety
• Depression
• Toxic masculinity
RESEARCH
I brainstormed ideas for a range of projects such as 3D animation, animated logos, campaign videos for my project. With so many possibilities for motion graphics projects, I was undecided which direction to take my work in.
It was important that I try a variety of different kinds of motion graphics to more broadly develop my skills. Some of my starting ideas were too ambitious considering the time constraints. As a result of this, I decided to initially create an animated logo, a campaign video and a motion graphic course video for mental health at workplace which will also be part of my online platform 'eLearner' of Research Proposal . The variety of these smaller projects would allow me to develop and hone my skills.
MARKET
Research shows that we started 2019 with an average of 2.2M hours watched per week. This increased to an average of 2.6M hours at the beginning of 2020 (WISTIA, 2020).
This proves that global online content consumption is on the rise and motion graphics provides the best platform to reach out. YouTube has seen the biggest growth in consumer interest, with 43% if consumers spending more time on the platform (WARC,2020). This highlights a rare positive coming out COVID.
PRINCIPLES OF ANIMATION
In the last century Disney animators invented 12 basic laws and principles of animation. These principles not only help us to create animation, but will also make our animation more appealing and alive.
12 basic principles of animation (janprung, 2021)
Applying some of these principles including squash and stretch and slow in and out, I made a experimented with a logo animation for my brother-in-law physiotherapy company 'Physiowork'.
INFLUENCES
The design strategy for the Unlock Mental Block video has been incredibly influential. The campaign uses minimalistic design with monochromatic colours create persuasive, compelling and engaging content.
Flat animation reference
Stroke icon reference
The campaign video also has some 3d depth isometric visuals which were inspired by 'Kurzgesagt - Ina Nutshell' YouTube page
UNLOCK MENTAL BLOCK BRANDING
Visual Logo
Identified some monochromatic colour themes of blue, orange and cream. They may vary scene by scene based on the voice & tone and by already established backgrounds colours. These are also complimentary colours which will make the scene look good.
Visual Logo Development
I wanted to use something positive for the logo and none better than the sun
Adding some clouds
Stumbled onto my phone weather app showing different layers of sun
Drew water in waves in Illustrator with sun layers
Added colour layers to sun
Added blue colour which blends into yellow making it a complimentary colour combination. Blue create calming influence while yellow colour stimulates appetite.
Textual Logo Development
Sketched a lock in an inverted manner to show 'U'
Create logo and animated logo in After Effects
Final logo
Logo animation for Instagram feed
Characters
When developing the campaign video script and storyboards, my initial ideas focused around explaining basics of mental health and give a brief description about Toxic Masculinity. I designed several backgrounds including flat and isometric to learn more about different styles.
The video will also feature the character 'Sam' as Studies shows that 55% of what's being said is communicated by body language. The video will have some on-screen text as 7% of the messages are communicated through words. The video will also have a voice over as 38% of the communication is by tone of voice (sbanimation,2021).
Use of Transitions
The animated changes between two pages, states or views to give visual continuity to the user interface are called Transitions. Transitions can use any kind of visual effects and motion techniques like fade, slide, fold, scale, or mask transitions (awwwards, 2021).
AUXILIARY ANIMATIONS
These are used to support and uplift primary icons. I have used these animation whenever any text or icons comes on the screen.
BACKGROUNDS
All the backgrounds were created in Illustrator. I used different tone of colour to make the video visually engaging as well as animated background elements.
SCRIPT & STORYBOARD
The word ‘’health’’ comes from the root word ‘’whole’’, which means feeling healthy, means to be complete, a sense of wholeness within ourselves. This video would highlight the science and behaviour associated with mental health conditions, as by getting to know these signs, it may help the people around you.
According to research, 1 in 4 people suffer from mental health issues and over the past 25 years, anxiety and depression has risen by 70%. It’s important to know we all have mental health, its just as important as physical health and its not just about anxiety or depression, this is just a part of a bigger picture.
Toxic masculinity is one prominent reason for depression in men. Take Sam for example, who feels demotivated and depressed while waking up which is a clear sign of depression. The harmful concept of masculinity places significant importance on ‘manliness’ based on strength, lack of emotion, dominance. In order to deal with mental health, you have to make a resolution and deal with your inner self to stay calm and happy. To have a feeling of wholeness within ourselves, our bodies should be vibrant, our physical energies should be vibrant, our mind must be joyful, emotion must be exuberant – only then you feel a sense of wholeness
AFTER EFFECTS WORKFLOW
MAIN COMPOSITION
ANIMATING SCIENCE ICON CIRCLES ON LOOP BY USING loopOut expression
Animating Sam head and hand through wiggle expression
VOICE OVER
Initially I tried using Adobe Audition for my video voiceover but it sounded too robotic. Then I got to know about Speechelo from one of my friend, which is an online voiceover creating tool which can transform any text into human-sounding voiceover. The output of this tool was way better and thus I used it for my video.
Voice over
BACKGROUND MUSIC
For background music, I have used a file which I had used previously for one of my projects.
Background music
FINAL OUTCOME
Social Media posts
Instagram Profile page
Twitter Profile page
Unlock Mental Block Campaign Video
APPENDICES
MOTION GRAPHICS COURSE VIDEO FOR RESEARCH PROPOSAL
I have also created a motion graphics video for my research proposal project where I am making a online portal which will provide a platform to professionals with a media background can enter into eLearning.
Here, I was focussing on mental health at workplace, and I am planning to make eLearning courses. I have one video explaining 'How managers can take care of their employees mental health. The video is meant for corporate environment and thus I have used stock footages and videos in this along with icons and on-screen text with similar colours as used for campaign video.
Course video on how to take care of your employees mental health in corporate environment
REFERENCES
Awwwards , (2021) Transitions. Available at: https://www.awwwards.com/awwwards/collections/transitions/#:~:text=Transitions%20are%20the%20animated%20changes,%2C%20scale%2C%20or%20mask%20transitions. [Accessed 01 May 2021]
Janprung, S. (2021) 12 Basic Principles of Animation. Available at: https://informatics.wu.ac.th/en/principles/. [Accessed 02 May 2021]
sbanimation (2021) WHY USING AN ANIMATED CHARACTER HELPS COMMUNICATION. Available at: https://sbanimation.com/why-using-an-animated-character-helps-communication/#:~:text=Personality%20really%20shines%20through%20when,not%20getting%20the%20best%20results. [Accessed 10 May 2021]
WARC (2020) Global online content consumption doubles in wake of COVID. Available at: https://www.warc.com/newsandopinion/news/global-online-content-consumption-doubles-in-wake-of-covid/44130. [Accessed 01 May 2021]
