Motion Graphics and Compositing - Project 2: Channel Bumper

 Week 7 - Week 11

NIE WEIQIU / 0360239 / BA of Design (HONS) in Creative Media

Motion Graphics and Compositing

Project 2

LECTURES 

Week 7 / 6.11.2024 

This week, Mr Fauzi explained on how file linking between different software (eg. Premiere Pro and After Effects) is important as in After Effects, we can't do the sound, so we need to link the file to Premiere Pro to insert and edit the sound. 


File Linking

It is easier to do it in After Effects first, then only in Premiere Pro. It's hard to do editing in After Effects. 

1. Make the background transparent
2. Render the file
3. Export in MOV
4. Import from Premiere Pro 


Output Settings in After Effects

Week 10 / 27.11.2024

Track Camera

- Text moves with the camera angle of the video 
- Track Solid 


Motion Tracking


INSTRUCTIONS



Project 2: Channel Bumper

In Project 2 , we will demonstrate our ability to explore and produce a channel title using any creative means. We will use all the information about the proposed channel to create a mood board that reflects its concept/idea, a style guide that conveys the final look and feel, storyboards, animations, and explore suitable audio to enhance the dynamic rhythm. The final product should be a branded motion graphic animation.

Requirements:

  • Compiled technical doc .pdf (*moodboard, style guides, sketches, storyboard)
  • 10 - 15 sec video (*.mp4, h2.64, 16:9 - 1440 X 1080, 25 fps, ACC, 48kHz

Brand Research

First, I went to Pinterest to find some ideas on how can I use motion graphics to advertise a brand. After saving some of the examples, I started to explore on the brands. I listed out the brands to do research on them and decide which to use for the project. 


Luckin Coffee 

Luckin Coffee Logo

Luckin Coffee is a Chinese coffee chain brand dedicated to providing high-quality coffee and beverages through technology-driven innovation. With its convenient online ordering and delivery model, Luckin Coffee has rapidly emerged in the fast-changing coffee market, attracting a wide range of young consumers.

Brand Colors

  • The primary brand colors are blue and white, symbolizing modernity, professionalism, and cleanliness.
  • It sometimes incorporates lemon yellow and dark coffee colors to add vibrancy and warmth to the brand.
  • This color combination gives Luckin Coffee a fresh and easily recognizable appearance, suitable for various social occasions.

Brand Personality, Voice, and Tone

  • Modern and innovative
  • Positive and energetic
  • Friendly and approachable
  • Emphasizes convenience and high quality
  • Maintains a close relationship with young people and urban white-collar workers

Brand Style and Aesthetic

  • Blends modern and minimalist design, focusing on the balance between functionality and aesthetics
  • Uses vibrant graphics and simple interfaces to ensure a user-friendly experience
  • Advocates for a fast-paced and convenient lifestyle to meet the needs of young consumers

Image and Photography Style

  • Emphasize the clean and exquisite product image, highlight the color and texture of coffee

Reference

Video #1

Video #2


Video #3

Brand Proposals 


canva.PPT

Our final reference video 1, our idea for the LOGO is that they are diffuse, and we gather them. And with this interesting text jump.

Text jump

After getting the feedback, we started to produce our LOGO promotional video.

Gather

I will use a circle and make it look like a glowing circle.

Luminous LOGO

Then I will add the jumping text below，And add sound effects.

Final Project 2: Channel Bumper 

Channel Bumper Video

FEEDBACKS

Week 9 / Project 2

First 5 sketches can be used

REFLECTION

Working on the channel bumper project for Luckin Coffee was a hectic and creative journey that allowed me to dive deep into the brand's identity and heritage. Initially, I felt a bit lost, but through extensive research and conceptualization, I was able to highlight Luckin Coffee's iconic style, skillfully blending its modern trendy appeal with coffee culture in motion graphics. The challenge of aligning bold visuals and storytelling with the brand's youthful and vibrant image pushed me to think innovatively, ensuring that the final concept resonated with both the brand’s core values and its audience.

This project also allowed me to refine my skills in using After Effects, particularly in creating depth and dynamic compositions. By keyframing positions, layering elements, and incorporating a camera with a null object as a controller for smooth transitions, I was able to animate the graphic elements and text with different motion and spatial depth. It was a fulfilling experience that enhanced my technical and creative abilities, showcasing Luckin Coffee's unique influence and enduring charm in modern coffee culture.



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