Week 9 - Week 15 : 2 Jun 2023 - 16 Jul 2023
Tan Yi Yun 0345559
Bachelor of Design (Hons) in Creative Media
Task 2&3/Idea
Execution and Final Presentation
INSTRUCTIONS
Week 10
This week we focused on finalizing the asset files (logo and motifs) that
can be shared among all members. I used the logo file to start creating logo
animations. I came up with 2 different animation styles.
Logo animation #1, Week 10 (5/6/2023)
Logo animation #2, Week 10 (5/6/2023)
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| Figure 1.1, Animating logo DadVenture, Week 10 (5/6/2023) |
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Figure 1.2, Animating logo DadVenture (light shadow), Week 10
(5/6/2023) |
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Figure 1.4, Animating logo DadVenture (reflection), Week 10
(5/6/2023) |
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Figure 1.5, Animating logo DadVenture (text animation), Week 10
(5/6/2023) |
Then, we take a look at the storyboard. The sketches are too rough and I
gave some feedback to Caelan to revise the storyboard. During the
consultation, the microsite is around 70% done and mostly approved by the
lecturer. Some pain points need to be added in the microsite. The storyboard
is said to be lacking in concept and should be reviewed based on the key
themes and insights we have discovered.
Based on the feedback from Mr. Mike, the logo animation needs to be
attached on a storyboard, instead of just showing movement without conveying
any message. Hence, I was thinking to attach this logo animation at the end
of YouTube ads/product showcasing video.
It is an experiment stage for us to try out different ways to create the
images or scenes to show the lifestyles of dads, such as utilizing AI
generated images. Unfortunately, Midjourney need to be paid and other free
AI generated images are horrible.
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During the Friday meeting, we voted for the revised key visual. We have a
great reference of YouTube ads, thanks to the finding from Sky. We also
reviewed the IG ads and the storyboard.
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Week 11
We consulted on the revised IG ads, key visuals, YT ads storyboard and script, product showcase storyboard merchandise and revised microsite. After being reminded by the lecturer, we just realised that the IG ads design is very different from key visual and microsite.
We consulted on the revised IG ads, key visuals, YT ads storyboard and script, product showcase storyboard merchandise and revised microsite. After being reminded by the lecturer, we just realised that the IG ads design is very different from key visual and microsite.
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| Figure 1.8, Microsite (draft), Week 11 (13/6/2023) |
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Figure 1.9, IG ads (draft), Week 11 (13/6/2023) |
The lecturer suggested we follow the microsite because it displays a
variety of designs and layouts that can be applied in other
platforms.
Sky had done a draft storyboard for the YouTube ads.
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Figure 2.0, Storyboard (YouTube ads), Week 11
(13/6/2023) |
Since we have a lot of things that need to be amended, I announced after
class that I will organise a physical meeting at Makerspace this coming
Friday. I really appreciated those who never miss physical meetings because
we were more productive in discussion when meeting each other face to face.
We can point out our doubts immediately and the discussion went more
smoothly without any worry on the Internet connection. During the discussion, each member provided a storyline and we voted on the
final storyline.
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Figure 2.1, Votes on the new storyline, Week 11
(13/6/2023) |
I asked Caelan to revise his storyboard based on the new storyline and
develop a script. I drew a rough storyboard and asked Caelan to refer to
that.
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Figure 2.2, Rough storyboard, Week 11 (16/6/2023) |
IG ads are tricky because we are not that experienced in giving advice. We
can see something went wrong but we tried our best to suggest what could be
changed. After we ended the meeting, I sent the latest to-do-list in the
group chat and reminded them to show the progress based on the Gantt
chart.
The YouTube composition has been done by Sky. Mr. Mike gave us some
suggestion to apply the motif/pattern in merchandise into the video. Overall
art direction is good.
Once I get the composition file from Sky, I made some changes to the
composition to follow the latest script.
Week 12
The revised storyboard looks better and we can finally proceed to storyboard
compositions. Initially we planned to take pictures of real dad and
children, but the lecturer asked us to use the characters from Freepik,
because at the end we are just proposing a concept for the client, and they
can replace the images afterwards. IG ads still need some amendments because
of the art direction. I standardised the motif to have two different angles
in different view modes (horizontal and vertical) and updated the motif
guide. In some cases, the motif can be 180 degrees like the heading in
Kickstarter or microsite. The logo grid is ready and everyone has access to
the file. Everyone was assigned with new tasks and was reminded to complete
the Project Tracking Document and start documenting in the blog.
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Figure 2.3, Finalized storyboard, Week 12 (20/6/2023) |
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Figure 2.4, Finalized storyboard, Week 12 (20/6/2023) |
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| Figure 2.5, Composition (Welcome to DadVenture), Week 12 (20/6/2023) |
Week 13
We still came to campus this week to show our latest progress. Our major
concern is on the product showcase video. If we couldn’t produce any
collage compositions that fulfil the requirement on time, the duration for
me to work on animation will be greatly affected. Hence, I delivered my
concern to Caelan who is tasked to work on this. I looked for the
reference of the collage styles and asked Sim to try creating one
composition while I am working on the YouTube ads composition. The
feedback we have received is to discuss the art direction of each
composition, for example, the art styles for foreground, middleground, and
background. We have to make sure the compositions look consistent and
aesthetic to match with the art concept of our brand.
During the meeting on Friday, we checked on everyone’s progress. Sim has
presented his Kickstarter and so far everything looks okay. He raised an
opinion to improve the unique selling point composition. Since Luisa is
okay with the changes that he suggested, I let them decide on what can
work the best, and reminded Emeline to follow their styles when designing
social media postings. Although we had some confusion to find the
consistency between key visual and IG ads, I suggested we follow the key
visual because if we were to follow the IG ads, the Kickstarter and
microsite had to be changed as well because of the change of motif. We
decided to have a set of thicker motifs without collision, which means the
motif will follow the same direction of the main image.
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Figure 2.6, Finalized key visual, Week 13 (20/6/2023) |
Final script:
Welcome to DADVENTURE, where we proudly introduce a new era of sleek
wagons designed for you and your family. Our fully modular wagons boast a
high-quality frame and effortless control over rough terrain. With our
sleek and modern design, versatile utility, and unwavering commitment to
quality standards, our wagons are the ideal choice for dads. Whether
you're transporting your kids, groceries, or even your beloved pets, rest
assured that DADVENTURE has got your back. So are you waiting for? Dad up
your game with DADVENTURE today!
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| Figure 2.7, Finalized compositions, Week 13 (20/6/2023) |
I searched for the AI voice to generate the narration for the video. It may seems easy but it was not easy to find the suitable AI voice to your video. Some may sounds like advertising, some sounds casually, while some sounds unclear. One of the hurdles that I faced was the missing script generated by AI. Although I have given the full paragraph with correct punctuations, the voice generated by AI did not follow the script exactly. They missed a few words or paused the sentence weirdly. I had to experiment with different AI voices to generate the best outcome that could fit our video style.
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Figure 2.8, AI Voice, Week 13 (3/7/2023) |
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Figure 2.9, Animating in After Effects, Week 13 (3/7/2023) |
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Figure 3.0, Compilation of video in Premiere Pro, Week 13
(4/7/2023) |
WEEK 14
Final outcome of the promotional video
Promotional Video (Welcome to DadVenture), Week 14 (8/7/2023)
This week we were taken aback because of the deadline of the final
submission being moved to Week 15. It is confusing at first because the
information received by other groups are different. Our group progression
is based on the Gantt chart which is tracked until Week 16. Thus, we have
no choice but to cut down some workload that is not the first priority.
After discussion with my group members who attended the physical class, we
decided to drop off the Product Showcase Video. The main reason to cut off
this video is because of the time needed to revise the art direction of
each composition. The progress of the storyboard and the still
compositions are delayed and we already tried our best to cover up.
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| Figure 3.1, Product Showcase Video (Composition), Week 14 (4/7/2023) |
To ensure that we fulfil all the requirements, we decided to add one more
video to showcase the features of the product by using still images. It is
quite stressful for me to handle the additional task although the
animation is easy, due to the three submission deadlines in the same week.
I also encountered some personal health issues that resulted in a lower
performance. But thanks to my fellow group members, we motivated each
other and believed that we could complete the tasks together. As usual, I
rearranged the tasks and assigned them fairly to everyone, except for a
member who did not show up last week and this week. We are fully aware how
we should utilise the remaining time to polish up the design tasks and
make sure the results hit or even go beyond the requirements. During the
progress checking, Luisa helped to do the merchandise and the results were
satisfying. We all love the patterns she has come up with and can be
applied in YT ads. Since Emeline couldn’t attend the last class, Luisa and
I helped to make some minor changes based on the lecturer’s feedback while
communicating with Emeline at the same time. Sky helped to generate the
angle of the wagon that we needed. The Kickstarter page is almost
completed.
Once I received the asset files from Sim, I begun to work on the second
animation immediately. I first edited the files and added an overlay of
a dark green layer to create a contrast against the text and the
picture.
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| Figure 3.2, Editing the asset file for AE, Week 14 (8/7/2023) |
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However, when I imported the file in AE, the text which was converted
to shape layers didn't look right.
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Figure 3.5, Text layer in AE, Week 14 (8/7/2023) |
I exported the logo animation with transparent background by changing
the setting to RGB+Alpha. Then, I imported the logo animation into the
current working file and stacked on the rest of the layers.
Logo animation (transparent), Week 14 (8/7/2023)
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Figure 3.6, Compositing in AE, Week 14 (8/7/2023) |
I rearranged the key visual into YouTube layout composition in Adobe
Illustrator and used that for the cover of the video.
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Figure 3.8, Remix in Adobe Audition, Week 14 (8/7/2023) |
Final Promotional Video (Feature)
Promotional video (Features), Week 14 (8/7/2023)
Week 15
This final week is our final sprint to get everything finalised and arranged in slides. We kept spamming each other to get things done as soon as possible. During the meeting on Friday, most of the members still haven't completed their parts. Hence, I scheduled a final to-do-list to check on everyone's progress during the remaining days. I understand some of the members couldn't finish the work as planned because of the shortened time for submission. Even for myself I stayed up late until near morning and multitasked on giving groupmates instructions, completing my own part and my other 3 individual assignments. I asked Caelan to help us to organise the template of presentation while the rest were working on the design. Then, I finalised the sequence of presentation slides and asked the rest to insert their parts.
This final week is our final sprint to get everything finalised and arranged in slides. We kept spamming each other to get things done as soon as possible. During the meeting on Friday, most of the members still haven't completed their parts. Hence, I scheduled a final to-do-list to check on everyone's progress during the remaining days. I understand some of the members couldn't finish the work as planned because of the shortened time for submission. Even for myself I stayed up late until near morning and multitasked on giving groupmates instructions, completing my own part and my other 3 individual assignments. I asked Caelan to help us to organise the template of presentation while the rest were working on the design. Then, I finalised the sequence of presentation slides and asked the rest to insert their parts.
I found that we have left out product packaging and product manual. So, I
immediately finished that part by taking a mock-up from Wonderfold and
designing a front and end cover of the product manual.
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| Figure 3.9, Product Packaging Editing, Week 15 (14/7/2023) |
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Figure 4.0, Designing user manual, Week 15 (14/7/2023) |
On Wednesday night, everyone had put in their parts. I did the slides
checking and sent it to sir on Thursday afternoon for approval. During the
same day, we had a final rehearsal at around 8.45PM in Zoom. We motivated
each other and believed that we can do well tomorrow. The next day was the
presentation day. We hopped into our own meeting link again and double
checked our microphone and camera were working. We also changed the
standardised background and made sure it was not reflected. Our group was
the second group to present, as decided with other group leaders earlier.
The presentation went smoothly and fortunately, the clients were happy to
see the outcome. It was not an ending yet because we still needed to work to
complete the final submission. We had to organise all the design files and
folders, and documented our progress in blogs.
I added the Miro navigation map for a reference so the lecturer can navigate to the respective sections effectively.
In the end, we are happy to be in this group and proud of what we have produced in these few months.
Final Presentation Slides
Miro
https://miro.com/app/board/uXjVMWKehxA=/
I added the Miro navigation map for a reference so the lecturer can navigate to the respective sections effectively.
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| Figure 4.1, MIRO Navigation Map, Week 15 (15/7/2023) |
In the end, we are happy to be in this group and proud of what we have produced in these few months.
Final Presentation Slides
Final Presentation Slides Compilation, Week 15 (16/7/2023)
Miro
https://miro.com/app/board/uXjVMWKehxA=/
Project Tracking Document
REFLECTION
Being a leader of the group tasked with working with a client and
developing a brand was an incredibly rewarding experience. Throughout the
process, I gained a deeper understanding in creating a brand from scratch.
This journey not only allowed me to enhance my design skills but also
provided me the opportunities to develop essential soft skills. One of the
most significant takeaways from this experience was learning to build a
brand from nothing to completion. Starting with a blank canvas can be both
exciting and daunting, but it allowed me to exercise my creativity and
problem solving skills. I had to brainstorm ideas, conduct research, and
analyze market trends to ensure our brand would resonate with the target
audience. Witnessing how a brand would take shape and evolve over time was
truly fulfilling, and it highlighted the power of effective teamwork and
collaboration. Another crucial aspect I learned during this process was
the importance of making immediate decisions when unexpected challenges
arose. Working on a highly graphic design based project was not easy for
me since I am from digital animation specialization and thus, I had
limited knowledge in developing brand identity compared to my other
groupmates. Hence, I kept asking my groupmates who are from graphic design
and UI/UX, and other group leaders to ensure that I was leading the group
to the right direction. There were a lot of times where I had to make
quick decision, to assign members who had the ability to take the tasks
and to foresee the final outcome during the execution phase. This
experience had definitelty sharpened my problem solving skills and taught
me to remain calm and focused even in the face of uncertainty. I admit
that I am not a perfect leader and as I look back on this experience, I
realize how crucial it was to assess the situation and understand the
underlying causes of the problem, for example, slow progression. It was
essential for me to identify the root causes, whether they were related to
unforeseen circumstances, vague instructions, or miscommunication within
the team. I found that the main cause is the uncertainty on the art
direction. Even though we have decided on the color usage and types of
motif, we did not standardize the angle of motif, the size/thickness of
motifs, patterns and other details in the initial stage. We only discussed
in the class when the mistakes were pointed out by the lecturer. I believe
this is a good experience in which we can identify our individual
shortcomings and strengths. Some members are good in verbal presentation
and giving out ideas, some are good in writing, while some are good in
compositing and designing. I would like to take this opportunity to thank
all members who have provided significant contribution to the group and
truly brought our team to live. I acknowledge all the incredible effort
and determination that had demonstrated throughout the journey.