Social Media Animation: Engaging Children with Literacy App
This project aims to tackle the critical issue of the children's literacy crisis in America by promoting phonemic awareness, a foundational skill for successful reading.
PROJECT OVERVIEW
Goals: Raise awareness about the children's literacy crisis in America by creating a viral video that features all the sounds of the English language spoken in 10 seconds. Pique viewers' interest in the importance of phonemic awareness. Motivate viewers to learn more about FUNetix reading app.
Objectives: Create a visually engaging, fun video that will make children want to try the challenge.
Target Audience: Young children who are struggling at reading.
MY ROLE AND RESPONSIBILITIES
Brought in motion graphics designer after the completion of illustrations and initial video shoot.
Specific Contributions: I handled the visual concept development, chroma keying (green screen), animation, and sound design.
Collaboration: I worked closely with Kali Woodward (Executive Director). “Quick brown fox and shaggy zebra” illustrations by Elizabeth Martin.
DESIGN DECISIONS: CHALLENGES & SOLUTIONS
Challenge 1: Improving Focus: Initial video footage contained elements that could potentially distract viewers, such as clothing with text and brightly colored nail polish.
Solution: Identifying the potential for distraction of these elements in the initial footage, I requested a new video recording to create a cleaner, more focused visual experience.
Challenge 2: The illustration files were rasterized (no layers).
Solution: To achieve the illusion of movement, I employed a technique where body parts were drawn beyond their rest positions for animation. These extended parts would be hidden in the final frames, creating the illusion of movement. I also drew
I added some new elements like flowers to the scenes.
Challenge 3: Adapting to a New Platform: Initially planned for YouTube's horizontal format, the project shifted to the vertical format of TikTok. This required a significant change in video composition.
Solution: To accommodate the vertical format, I strategically expanded the video background by incorporating additional visual elements.
Challenge 4: On TikTok, where millions of videos compete for viewers' attention in a short timeframe, grabbing attention quickly is crucial. A standard explainer video with a traditional background might get lost in the shuffle.
Solution: A green screen allows us to create a visually dynamic and engaging experience for the short attention spans of TikTok viewers. By filming the presenter in front of a green screen, we could replace the background with a virtual environment that perfectly reflects the aesthetic of FUNetix’s interface.
TECHNICAL DETAILS AND PROCESS
Software and Tools Used
After Effects, Photoshop, Illustrator, and Media Encoder.
KEY TAKEAWAYS
Holding a kickoff meeting with all project stakeholders ensures everyone is aligned on project details and needs, leading to a faster and more efficient workflow.