The Art of the Title

“Art is a human activity consisting in this, that one man consciously, by means of certain external signs, hands on to others feelings he has lived through, and that other people are infected by these feelings and also experience them.”— Leo Tolstoy

In this project, you will learn techniques that will help to improve the animation workflow. We will also learn how to develop a unique visual signature to make your ideas feel more authentic, relevant, and interesting.

Project goals:

  • Improve workflow by learning how to speed up common animation tasks.
  • Increase proficiency in the editing and use of sound to complement an idea.
  • Understanding how metaphor can be conveyed in a visual language to strengthen ideas.

Project Description

You will produce a 40-50 second title sequence for an existing film or television show of your choice. The sequence should integrate text (film title, the name of the director, and lead actor), sound and images. Using these forms, you will create a sequence that conveys the emotional tone and essence of the film. Also, you should consider incorporating metaphors that can provoke thought, engage the viewer and increase overall memorability.

Process

Follow the development process employed in your Explainer video project — Scriptwriting, Storyboarding, Animatics, Look and Feel, Animation and Rendering. You will spend the first week detailing your script, storyboard, and animatics. Each of these items will be critiqued in class.


Your storyboard should be able to speak for itself. Imagine handing your storyboard over to a client. Would they be able to understand the concept and narrative intended for the final sequence? The process of developing a unique aesthetic involves researching and choosing an artistic style of any art movement that thrived in the 19th or 20th century. Your design can combine styles from two or more movements, but it should be obvious to us, which art movement your sequence primarily emulates. Below are some examples.

Art Movement Art Movement
Art Nouveau Bahaus
Art Deco Constructivism
Dada De Stijl
Surrealism Expressionism

Technical Specifications

  • HD 720p 16:9 widescreen (1280 X 720px)
  • Pixel Aspect Ratio: Square
  • Frame Rate: 29.97
  • Approx. 40 - 50 seconds
  • Full color and sound
  • Final composition rendered in H.264 format

Other Activities

We will view examples of title sequences from several websites (some below). We will specifically focus on the work of Saul Bass and discuss how he translated his knowledge of graphic design into motion graphics and film.


  • Research Assignment: Film title designers from artofthetitle.com
  • Presentation: The Art of the Title
  • Reading Assignment: Addams Family Title Sequence
  • Presentation and Class Exercise: Expressions
  • Presentation: Plugins and Effects

Grading

Methodology (30%)

Is your research work on the animation process compelling? Did you catalog several examples to serve as an inspiration for your piece? How has your research informed your own design? Did you make good use of an animation script, storyboard, animatic and look and feel? How does it inform the final composition?


Design and aesthetics (60%)

Is there consistency in the style? Is the piece supported by a metaphor that engages the viewer? Is the audio matching the theme of the animation? Is the timing realistic?


Craftsmanship

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

Useful resources

  • www.artofthetitle.com
  • www.watchthetitles.com
  • www.freesound.org
  • Youtube Audiolibrary

Rubric

METHODOLOGY (4 x 5) + (10 x 1) = 30 pts.
Research and presentation shows an interest and good understanding of the methodology employed in the creation of title sequences. While research and presentation is generally clear, it does not comprehensively demonstrate an interest and understanding of the methodology employed in the creation of title sequences. 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. Parts of the storyboard are unclear. It does not include frame numbers or text to describe each scene, making it challenging to discern how it can positively inform the designer during execution. Storyboard is totally unclear or missing.
Animatic is executed in proportion to the actual frame size, and gives a clear indication of the pace and sequence of the animation. Animatic is not executed in proportion to the actual frame size, and/or it is difficult to discern the sequence, mood and pace of the animation. 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 do 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.
Visual metaphor presented in idea is intriguing, convincing, and relevant to the subject matter of the film. Idea is quite literal, but relevant to the subject matter of the film. Idea is confusing, uninspiring and irrelevant to the subject matter of the film.
Composition of elements adhere to good design principles in layout and use of space. Aspects of the composition lack good design principles. Type and layout choices create weaknesses in the design. Layout, design and type 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.
Good art direction—visual style is consistent and intentional, adding a desirable emotional effect to the sequence. 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 is properly edited, relevant to the concept, and complements the theme of the animation. Soundtrack is properly considered, but not well executed. Or soundtrack does not really complement the theme of the animation. Soundtrack choice and editing 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 well trimmed within time boundaries 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.