Singapore Exchange: Finalising Campaign

In order to finalised the campaign to raise awareness for life under water Fluer and I reviewed the work we'd done previously as well as the complete animations the Singapore students had uploaded to our shared google drive. From this Fleur and I made an plan of action as too how to proceed and progress the social media side of the campaign based on the final animations. The final animation allowed us to gather stills to be used across all social media platforms and within poster (see figure 1). Upon discussion of how to proceed we decided to create content for Instagram, Twitter, Facebook and Snapchat (the use of the location filter) with additional poster that can posted in public in order to maximise exposure and raise greater awareness. Consequently we decided to take stills from the animations to create long posters that capture the story of the animation to transfer the impact felt when watching the animation into the posters. This also allowed for a consistant dialogue to be featured across the campaign and medias as the same imagery is used throughout the campaign allowing people to recognise each advert (see figure 1-2). In relation to the turtle animation we altered the trash frame as we wanted the stills within the poster to flow on form each other to create a seamless representation. Throughout these experimentations we where unsure as to how to implement the charity logos as we felt these where necessary within the posters as this is where people can go to find out further information or to see how they can help. This lead to multiple layout experimentations (see figure 3), with the final layout being chosen as we felt it made good use of negative space within the animations (see figures 4-5) whilst being visible and clear but without taking attention away from the stills as we wanted the powerful impact of the animation to be the main focus. Due to the similarities of the two animations we experimented with the negative space in the Shark animation and applied our chosen design to the turtle poster (see figure 5).

In addition the final animations had been designed to the size of an iPhone screen, however we needed to edit the size so it could be implemented into Instagram photos. This was fairly straight forward for the turtle animation as the majority of the animation is confided to the top section of the iPhone screen, meaning the negative space at the bottom could be cut using After Effect (see figure 6). For this I created a new document as the size of an Instagram post (1080px) and then dragged the video file into the new composition and places the top half of the animation within the frame. However in relation to the shark animation this process was more difficult as the animation spanned the length of an iPhone screen meaning we needed to identify a way to move the animation so the relevant sections of the animation fit within the new frame. This involved moving the animation upwards as the shark falls the bottom in the second half of the animation (see figure 7). Although in theory this is a simple task, as you simply just alter the position of the animation, however it was very difficult to get the timings exactly right causing some jumping when the shark is falling. In order to minimise this we tried to get the timing as close as possible, however this didn't improve the jumping by too much. This resulted in adding a stabilising effect which minimised the bouncing however its still slightly visible. In order to see if this was visible on a iPhone we played the video on Fleur's, on which the jumping is minimal and we feel wouldn't be too noticeable on Instagram. Once this issue had been solved I went back into each animation to add the logos of each charity (see figures 8-9) to the end of the animation to further showcase where people can gain more information. In order to do this I tried two different transitions, one which altered the scale form 0-42% (see figure 8) being the logo slowly increase on the screen and a simple cut in meaning the animation cuts to the logo with limited effect. Upon discussion we felt the slow increase was a bit of a gimmick deciding to edit the opacity of the logo so it would appear gradually (see figure 10) rather than abruptly through the use of a quick cut which was too harsh of a transition.

Furthermore once the video had been resized we could focus on creating mock ups for the Snapchat filter which consisted of placing the animation over an image taken on snapchat to show how the filter would interact within the app, (see figure 11). Upon reflection we have discussed the implementation of text in order to create a stronger link to the other promotional material on platforms such as Instagram (see figure 12).

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