Good things come in Network Packages

In this project, you will explore the relationship between motion and sound, and how it can be used to convey information and meaning to engage an audience.

Project goals

  • Increase familiarity with the standards and language of broadcast design.
  • Increase proficiency in keyframing and timing in AE.
  • Understand the role of writing and animatics in the motion design process.

Project Description

Motion design plays an important role in television and online programming. Companies use advertising to announce thier products or differentiate themselves from their competitors. Similarly, network branding is used by a television and online company to differentiate itself from others and to encourage people to tune-in to their service offerings. As a motion designer, it is your responsibility to conceptualize, plan, and develop packages for networks that serve this very purpose.


For this project, you will create a Network ID and a Lower Third (see next page) for any television or online network of your choice. These 2 elements are part of what constitute a Network Package. A network package consists of a series of time-based elements created to promote a television or online network. After choosing your network logo or symbol, you will create 15-second animations for both elements—the Station ID and the Lower Third. Give attention to how the logo can be prepared in Illustrator, ungrouped and regrouped in AE, and animated to create an interesting story (how does the logo resolve from different shapes into the final presentation?). We will look at several examples and discuss some of these concepts in detail at our next meeting. www.brandsoftheworld.com has several vector logos that can be downloaded for free.

Process

  • Free writing
  • Storyboarding
  • Look and Feel
  • Animatics
  • Final production

Technical Specifications

  • HD 720p widescreen (1280 X 720px)
  • Pixel aspect ratio: 16:9
  • Frame rate: 29.97 fps
  • Approx. 15 seconds each
  • Full color and sound

Things to Do

  • Presentation: Broadcast Design
  • Watch: The making of 7TV Idents
  • Read: “The Science of High Frame Rates, Or: Why 'The Hobbit' Looks Bad At 48 FPS.”
  • Presentation and class exercise: Introduction to 3D in After Effects
  • Demo: Audio Editing Basics
  • Quiz prep: Chapters 2,3, and 10 of Motion Graphics Design

Grading

Research and methodology (35%)

Did the designer make use of a storyboard, animatic and look and feel? How does it inform the final composition?

Design and aesthetics (55%)

Is the idea compelling and relevant to the brand name? Is there consistency in the theme? Is the audio matching the theme of the animation? Is the timing realistic?

Craftsmanship (10%)

How well did you execute the idea to the recommended technical standards?

  • What is Station ID?

    A station identification or network ID identifies the station or network being aired. It is basically seen as the application of motion to a logo or symbol to create an engaging message that promotes the brand.

  • What is Lower Third?

    Lower thirds are combinations of graphics and text that appear on the lower part of the screen to identify the station, give information about the presenter or content being aired, or make an announcement.

Rubric

METHODOLOGY (10 x 3) + (5 x 1) = 35 pts
Proficient Nearly Proficient Below Proficient
Writeup describes a definitive concept and provides a general overview of the choices to be made in the animation. Writeup offers very little indication of the animation concept, but informs the reader about some choices to be made. Writeup is missing or confusing.
Storyboard demonstrates a clear concept and direction of the execution. It is well labeled with frame numbers and text to describe what happens in each scene. Parts of the storyboard are unclear, and it is challenging to discern how it can positively inform the designer during execution. Storyboard is totally unclear or missing.
Animatic gives a clear indication of pace and sequence of the animation. It is difficult to discern the sequence and pace of the animation by viewing the animatic. Animatic is missing or at total odds with the finished execution.
Type and spatial choices are clearly specified in the look and feel frames making it a useful resource for the editor when executing. Look and feel frames are fundamentally sound, but does not offer a good indication of design choices for the final execution. Look and feel frames are missing or at odds with the finished execution.
Design and Aesthetics (10 x 5) + (5 x 1) = 55 pts.
Proficient Nearly Proficient Below Proficient
Composition of elements generally follows good design principles in layout and use of space. Aspects of the composition lack sound design principles and create voids. Elements are composed poorly and suggest carelessness.
Keyframes have been interpolated and timing looks natural and believable. Timing is convincingly, but animation appears boring because keyframes have not been interpolated. Timing is poor and creates several 'dead-spots' in the animation.
Concept is interesting because elements animate with meaning and not indiscriminately. Concept is sound, but not well aided by a thoughtful application of motion to convey meaning. Concept is boring because elements animate indiscriminately without meaning.
Concept is true to the brand essence. Concept deviates from the brand essence, but fits in the broader domain of the brand genre. Concept completely breaks away from the brand essence and does not fit the broader domain of the brand genre.
Audio is relevant to the concept and complements the theme of the animation. Audio is interesting, but does not really complement the theme of the animation. Audio is at odds with the theme of the animation and distorts the idea.
Information is easy to comprehend because good choices regarding timing and scale have been made. Information is comprehensible, but it forces the viewer to think. Information is incomprehensible.
Craftsmanship (5 x 2) = 10 pts.
Proficient Nearly Proficient Below Proficient
Composition adheres to the technical specifications outlined in the project sheet (See above). Certain requirements in the technical specification have been neglected. Composition forsakes the technical specifications in the project sheet.
Title and action safe zones have been properly considered and elements are presented well within their boundaries. Title and action safe zones have been considered, but poor decisions have been made in some areas. Title and action safe zones have been ignored or elements are placed carelessly.