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CREATIVE BRIEF AND OVERVIEW

NAME: Nicholas Griffin

Designer: Karim Rashid

PROJECT TITLE: The Rashid Introspective

TOTAL RUNNING TIME (TRT): 1-1.5 minutes

Objective (3-5 sentences):

What is the purpose of your promotion? What information do you want imparted on your audience? Since this assignment has a strong emphasis on type, how do you plan to use type as a primary component of visual storytelling? How will the type be animated? What other components will you use in your promo i.e. footage, photography, animation?

---The purpose of this promotion is to spread Karim’s designs to the widest audience possible. His bold and unique style of design is very polarizing and we plan to use it to the greatest effect when creating this promo. Large scale type and dazzling patterns will be used to convey Karim’s style. The text will be closely entwined with the patterns (maybe masking over) and will blow up in scale to take up most of the screen to help aid in transitions.  

Audience (1-2 sentences):

What demographic(s) are you targeting with your video? Who are the ideal viewers you want your promotion to attract or influence?

---The goal of the video is to reach the largest number of people as possible but the main audience is the young adult generation (20-35?) because they will be the most open to purchasing Karim’s work.

Film Structure (4-7 sentences):

In this section you will describe the order of information and imagery that you plan to show in your promo. Try to create a story arc with a distinct beginning, middle and end.

---I want to start out the video with the opening title that will fold out from one starting letter until the whole is visible. Next I will transition to some of the patterns that I have made that are inspired by Karim’s work which will be used as the background images. Then I will run text through the screen starting with oversized letters as is Karim’s style. The color illuminate the white text as I use one solid vibrant layer for each sequence. I also plan to mask some patterns into the text to help draw attention to the information.

Call to Action (1-2 sentences):

What do you want your audience to take away from your promo? If you are encouraging viewers to get involved, consider providing a URL or details about the event i.e date, location etc.

---This promo is to encourage the viewers to purchase Karim’s works and to gain interest from potential investors and clients.

Music/Feeling (1-2 sentences):

Describe the moods you plan to evoke in your promo (i.e. upbeat, serious, inspirational, sentimental). Provide at least three URLs for songs/SFX that you find inspiring and are considering incorporating into your animation/edit.

---The mood for this promo will be a playful tone as to mirror Karim’s designs. This genre of choice will probably be some kind of techno/dubstep/electronic/pop sound.    

---Sounds are posted on Tumblr

Analogues/Visual References:

Provide at least fours URLs that you would like to use as visual references for your promo, two that are designer/director-related promos and two that are type dominant videos. Feel free to provide timecodes for specific sections that you plan to emulate in your animation/edit.

My Visual References

Visual

https://www.youtube.com/watch?v=mpM5nzSEyXE

https://www.ispot.tv/ad/7E9G/t-mobile-hottest-holiday-gifts

Type

https://www.youtube.com/watch?v=vVmbi7rLzGY

https://www.youtube.com/watch?v=CS8IC5LXqIw

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Phosphate Solid

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Arial Black (Top)

Impact (Bottom)