Motion Design: The Big Picture

In this project, you will learn how to create persuasive and targeted communications with motion and sound. Each step in the animation process will shape your idea, and help you execute a compelling product.

Project goals:

  • Research existing issues and create a compelling message in animated form.
  • Engage the animation process from concept to finish and understand how to use each step to improve your idea.
  • Understand the important role art direction plays in motion graphics by learning how to develop a unique style or theme.
  • Learn how to organize large projects and improve workflow in After Effects.

Project Description

An explainer video is a short animated video commonly used by businesses to present an idea, topic, or product in a memorable way. For this project, you are required to create an explainer video that responds to an issue in any of the following categories.

Science/Health Philosophy Government
Examples are: Examples are: Examples are:
Influenza Stoicism Democracy
Malaria Existentialism Monarchy
Bacteria Relativism Marxism
etc. etc. etc.

Part 1 - Research

You will begin by identifying your target audience and conducting research to build information and reasoning about how the issue should be addressed. You will give a 7-minute powerpoint presentation of your research, making sure to highlight the following areas:


  • Who is the target audience?
  • How is your topic relevant to the audience?
  • Describe the language and tone that you think will resonate well with your audience
  • What emotion(s) does this subject evoke in people?
  • What type of visual strategy resonates with your audience?

Part 2 - Animation Script

Your animation script should describe the sequence as it unfolds. If your animation has a voice-over, write out the script as will be read by the narrator, with descriptions of images to be displayed on the screen. If your animation has no voice-over, describe the motion and the graphics/information displayed as the sequence unfolds.

Part 3 - Storyboarding

You are required to produce a storyboard that maps out the entire narrative of the video. The storyboards will help to organize thoughts and identify potential issues with the visual narrative. Sound effects, voice-overs, and actions should be specified.

Part 4 - Animatic

The next stage will be to produce an animatic. You will scan in your drawings and set it to your soundtrack and voice-over. This helps to determine timing and pacing of the piece. There should be enough drawings for the video to make sense. Simple transitions can be utilized to show continuity.

Part 5 - Look and Feel

The final preparation stage will be to take at least 6 frames from the storyboard and create a look and feel to get an idea of the design aesthetic. Frames should be in color and executed in Photoshop or Illustrator. Frames should also be created in proportion to the size of the final movie and saved as a PDF.

Part 6 - Final Execution

You will apply all the principles learned in previous projects and exercises to produce the final animation. This includes principles of design as well as physics. You will be required to test the success of your piece by showing it to at least one person outside the art department.

Technical Specifications

  • HD 720p 16:9 widescreen (1280 X 720px)
  • Pixel Aspect Ratio: Square
  • Frame Rate: 30
  • Approx. 75 seconds
  • Full color and sound

Other Activities

  • Presentation: What is an explainer video
  • Reading: Semiotics for beginners
  • A closer look at the motion design process
  • Workflow improvement and helpful shortcuts
  • Demo: Voice recording and editing

    • Rubric

    METHODOLOGY (4 x 5) + (10 x 1) = 30 pts.
    Research and presentation offers a clear sense of direction for the project, and good arguments are raised that show mastery of the subject matter. Research and presentation shows hints of the direction for the project, and shows a general understanding of the subject matter. Research and presentation is missing or unclear, and demonstrates no understanding of the subject matter.
    Animation script offers a good indication of the narrative sequence and provides information on the mood and tone of the story. Animation script offers very little indication of the animation concept, but informs the reader about some choices to be made. Animation script 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. Saved as a single PDF. 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, mood 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 both the client and the designer. 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 6) = 60 pts.
    Message is clear, convincing, and relevant to the target audience. Message is relevant to the target audience, but not very clear. Message is confusing and irrelevant to the audience.
    Composition of elements follows good design principles in layout and use of space. Aspects of the composition lack good design principles and create voids. Elements are composed poorly and suggest carelessness.
    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.
    Animation shows good art direction—visual style is consistent and intentional. Art direction is well intended, but shows some inconsistencies in the visual strategy of the animation. Art direction is poor—a visual strategy was not considered, making the sequence look unprofessional.
    Keyframes have been interpolated and timing looks natural and believable. Timing is convincing, but animation appears boring because keyframes have not been interpolated. Timing is poor, and creates several 'dead-spots' in the animation.
    Soundtrack and voice-over choices are relevant to the concept and complements the theme of the animation. Soundtrack and voice-over is well executed, but does not really complement the theme of the animation. Soundtrack and voice-over is at odds with the theme of the animation and distorts the idea.
    CRAFTSMANSHIP (5 x 2) = 10 pts.
    Composition adheres to the technical specifications outlined in the project sheet (See above). Certain requirements in the technical specification have been neglected. Composition forsakes all the technical specifications in the project sheet.
    Composition is within the time boundaries (no black video at the end!) and essential information is contained within the safe areas. Title and action safe zones have been considered, but some essential information appear outside the safe areas. Title and action safe zones have been ignored or elements are placed carelessly.