QIULIHUA/0365036
Design Research Dissertation / Bachelor of Design (Honours)in Creative Media
MOTION GRAPHIC AND COMPOSITING
INTRODUCTION
EXERCISE
PROJECT 2 - CHANNEL BUMPER
DESCRIPTION:
Students will synthesis the knowledge gained in Task 1 for application in Task 2.
Students are to demonstrate ability to explore and generate an abstract channel bumper in any creative approach with consideration of good audio tempo and visually compelling video.
REQUIREMENTS:
Students are to use information for any proposed channel (*existing or fictional)
create mood-board that reflects their concept/idea style-guide that conveys final look and feel
storyboard animatics explore appropriate audio to uplift the motion tempo.
Students will start with sketches and test a wide range of conceptual ideas through digitization using the appropriate software.
Students conclude by selecting and presenting their personal design interpretation in the instructed format/s.
SUBMISSION:
Compiled and present your progress in Slide
(*mood-board, style guide, sketches, storyboard, technical processes as posted in e- portfolio).
Final output will include a 10 – 15 sec video (*.mp4, h2.64, 16:9 - 1920 X 1080, 25 fps, ACC, 48kHz, uploaded to YouTube channel).
Scene 1: 0-1.5 seconds
In this section, we decided to explore the Apple theme. Apple products naturally give off a premium feel because the brand is built on extreme simplicity.
We searched for references on Pinterest, but there were very few Apple-style materials—which, again, reflects Apple’s minimalist aesthetic. Since Apple’s main products include the iPhone, iPad, Mac, and Apple Watch, and the iPhone is the most iconic, we chose to begin with phone imagery.
For the motion element, we used a simple rotation. Although the technique is minimal, the result is surprisingly effective.
I experimented by rotating four images of the same phone, gradually shrinking them, and then revealing the newest iPhone model as it expands from the reduced size.
As mentioned, the method is very straightforward, but the visual effect is impressive.
Then the next generation of products was born from the contraction point. My idea is to convert the video into two parts, one part shows the product, and finally the logo part. But I think the front is simple, but the logo can't be simple, so I try to make a medal-style 3D logo:
Import the Apple logo in ai into ae (script overload is required)
Mask links are required in the path. Use the 3D stroke plug-in for the mask path, so that the path can move, add the shadow 2 plug-in, and adjust the parameters of the light effect.
Copy several layers to bring a variety of light effects in different directions. In order to make the movement more smooth, it is necessary to embed the expression: (slider control plug-in), through which you can directly and automatically sneak into the sliding expression.
The last step is to adjust the path to give it a sense of growth.
Finally, introduce the previously designed light effect, link to the apple leaves above through the parent-child level, and finally add curve adjustment to obtain the finished product:
Final project 2:
Slide show:
Google Drive Link:https://drive.google.com/drive/folders/1zPlMlg-FF_qVNSZ39M-g7tSvD6yrKhTH
FEEDBACK
week 10:
REFLECTION
In this design project, I attempted to create an animated atmosphere that was both serene and technologically advanced, drawing inspiration from Apple's minimalist and stylish visual language. From initially gathering inspiration and building mood boards to gradually clarifying the visual direction, I always hoped the work would embody Apple's "simple yet powerful" characteristics. In the early sketching and storyboarding stages, I constantly tested combinations of lines, light and shadow, and rhythm, trying to convey a sense of technological integration in the most concise way.
During the class presentation, the teacher pointed out that our initial animation was "well-done, but failed to truly capture Apple's essence." This made me realize that Apple's "sophistication" doesn't come from piling up visual techniques, but rather from an extreme control over detail and rhythm.
Based on the teacher's suggestions, we returned to the style guidelines and storyboards to restructure, removing all unnecessary lighting and dynamic effects, and replacing them with smoother transitions, cleaner white space, and a more stable rhythm. For the sound effects, we also followed the teacher's advice and chose sounds closer to the Apple brand atmosphere, making the overall visuals more natural and rhythmic. Through this process of repeated refinement, I learned how to control the rhythm and visual weight of animations more precisely, and how to make the brand's essence "arrive naturally" in the animation.
The final product, while still maintaining simplicity, has a higher overall quality, is closer to Apple's calm and pure aesthetic, and better responds to the teacher's feedback. Looking back at the entire production process, I truly understand that "simplicity is not omission, but refinement." True sophistication lies in making every detail just right, rather than pursuing visual complexity.
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