Week 2
2.3 Design Challenge: Adobe AfterEffects
Mastery Journal Week 2
MDM570 Week 2 Mastery Journal
Abstract
This section of the mastery journal explains the knowledge and outcomes gained in the second week of class utilizing the four degree learning outcomes: Connecting, Synthesizing & Transforming, Solving Problems, Innovative Thinking, and Acquiring Competencies. Research findings in motion design (inspiration, communication tool, etc.), and the design case study with the Nothing brand are also discussed in this section.
Connecting, Synthesizing, Transforming
In the second week of the course, the class were introduced to Adobe AfterEffects. The program is mainly used for visual effects and motion graphics. Based on the research conducted this week, motion graphics are very important in TV, film, branding, and even social media. “Motion graphics is part advertising, entertainment, animation, videography, cinematography…this medium may be best described simply as design of the moment” (Skjulstad, 2007). Motion graphics tells a story–brings emphasis and it makes the viewers so intrigued that they want to see it again. Pablo Ferro’s understanding of the power of metaphor (Willis, 2009) is an example of what motion graphics is. Making images meaningful has three components: visualizing them, making them interactive, and making them persistent (Wujec, 2009).
References:
Skjulstad, S. (2007). Communication design and motion graphics on the Web. Journal of Media Practice, 8(3), 359–378. https://doi-org.oclc.fullsail.edu/10.1386/jmpr.8.3.359_1
Willis, H. (2009.). Pablo Ferro. AIGA. https://www.aiga.org/aiga/content/inspiration/aiga-medalist/2009-aiga-medalist-pablo-ferro-/
Wujec, T. (February, 2009). 3 ways the brain creates meaning. TedTalks. [Video File]. https://www.ted.com/talks/tom_wujec_3_ways_the_brain_creates_meaning
Solving Problems
The problem of the case study “Nothing” was to devise a plan to bring in a new base (younger, educated, tech-savvy, wealthy) to replace their existing base, which were the struggling Americans during the Great Recession of 2008 (Case Study, 2011). The designer’s aim was to convince a new target audience to purchase food and donate to the brand Nothing.
There were two solutions that was identified in the case study. One solution is to rebrand Nothing, and the other solution is to help dramatize the message, find a way to put the put the problem near the solution. (How could we put “hunger” near “food”?) (Case study, 2011). The difference between the two solutions is the definition of branding and marketing. In a nutshell, branding is who you are, and marketing is how you build awareness–the tools you utilize to deliver the message of your brand (Outbrain, 2020).
Motion graphics can definitely elevate and strengthen the solutions presented, especially on social media. Social media applications like Facebook and Instagram–the most used social media platforms can bring a lot of emphasis and dynamic to the Nothing brand, which can attract a lot of people to buy and donate to the Nothing brand. “Social media offers good channels for this, like Instagram, which excels when it comes to putting up still photos. If you’re using video on social media, Facebook is one of the best social media channels because of its newsfeed and its opportunities to engage with customers” (Shacklett, 2018).
References:
Branding vs. marketing – what is brand marketing? | Outbrain.com. (2020, May 1). English. https://www.outbrain.com/help/advertisers/branding-vs-marketing/
Case study: Nothing. (2011). AIGA | the professional association for design. https://www.aiga.org/case-study-nothing
Shacklett, M. (2018). Video Marketing Starts to Make Its Mark: Companies can see results, as long as customers can find value in the content. CRM Magazine, 22(9), 30–33.
Innovative Thinking
The designers developed a rebrand for the Nothing food brand for the Rhode Island Food Bank which includes a logo, packaging, and in-store marketing. Henry Petroski, author of Success through Failure: The Paradox of Design states that design pervades contemporary life, where everything has been designed, in the sense that it has been acquired, adapted, altered, arranged, and assembled deliberately to accomplish a specific objective (Barber,2019).
The Nothing campaign continues to be a conversation starter, generating unprecedented buzz and awareness of the issue and the organization (Case Study, 2011). Alberto Scirocco, president and creative director at LeftChannel mentioned about the work that the company does and want the company to be exposed to different things and try different techniques (Scirocco, 2014). The exposure and trying different techniques are what the food brand did in order to gain revenue and increase target audience: being in radio and TV spots, interviews, news stories, etcetera.
References:
Barber, J. F. (2019). Introduction to Graphic Design: A Guide to Thinking, Process, and Style. Leonardo, 52(3), 328. https://doi-org.oclc.fullsail.edu/10.1162/leon_r_01759
Case study: Nothing. (2011). AIGA | the professional association for design. https://www.aiga.org/case-study-nothing
Scirocco, A. (2014, February 21). The creative spark: Alberto scirocco and the motion graphics of leftchannel – Film. LinkedIn. https://www.linkedin.com/learning/the-creative-spark-alberto-scirocco-and-the-motion-graphics-of-leftchannel/the-creative-spark-alberto-scirocco-and-the-motion-graphics-of-leftchannel-film?u=50813145
Acquiring Competencies
Storytelling through motion (Occupational because this concept can be dealt with my occupation (graphic design)). The motion graphic needs to be focused on the story and the message behind it.
Adobe After Effects (Occupational because I can utilize it in the industry, Technical because this is a motion-graphics software.) An animation software used for motion graphics, and visual effects.
Purpose (Conceptual because it’s like an idea). The reason why you are doing this project.
3 areas of learning I’m taking away:
- AfterEffects
- Animation
- Motion Storytelling
Jerry Medireck's Mastery Journey 