QIULIHUA/0365036
Design Research Dissertation / Bachelor of Design (Honours)in Creative Media
MOTION GRAPHIC AND COMPOSITING
INTRODUCTION
EXERCISE
PROJECT 3——CHANNEL IDENT/ IDENTITY
DESCRIPTION:
Students will synthesis the knowledge gained in Task 1 and 2 for application in Task 3.
Students are to continue with previously chosen channel in Task 2 to create a channel ident motion graphic video.
REQUIREMENTS:
Students are to use information for any proposed channel (*existing or fictional)
• create mood-board that reflects their concept/idea
• storyboard
• animatics
• explore appropriate audio to uplift the motion tempo
Students will start with thumbnail sketches and test a wide range of conceptual ideas through digitization using the appropriate software. Students conclude by selecting and presenting their proposed channel bumper interpretation in the instructed format/s.
For this task, we need to build upon the previous tasks in Project 1 and 2 to continue with Project 3. I discussed the design approach for Project 3 with my team members and divided the work.
After the discussion, we began the task. I was responsible for making the second half of the video. First, I searched online for relevant iPhone mobile phone materials.
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| Fig1.0 iphone materials |
I first designed the pop-up effect on the front and back of the iPhone, and set a slow effect. Then I highlighted the main subject by gradually revealing the text with lines. However, I felt the animation was a bit too abrupt, so I chose to use a path trimming technique to make the text appear slowly.
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| Fig 1.1 process |
I used 3D layers to transform the iPhone image, and to better highlight the side view of the flipped iPhone, I added a slow-motion effect to the side view and adjusted the transparency of the side iPhone image at fixed frames.
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| Fig 1.2 process |
Originally, I wanted to create an effect where two objects, one moving upwards and the other downwards, trailed behind each other. However, I wasn't satisfied with the result, so I changed it to one object moving upwards while the other slowly zoomed in and gradually revealed text to highlight the theme.
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| Fig 1.3 process |
Final project 3：
Slide show:
Google drive link：
https://drive.google.com/file/d/16AtmP0WRgXm-PWItt0LAuB7lwdcpp152/view?usp=sharing
REFLECTION
This promotional video for the iPhone was more than just a project for me; it was a process of re-evaluating my creative philosophy. Looking back afterward, I realized that what truly determines the visual's tone is the style or feel you want to project.
During the production process, my deepest realization was that when you truly understand a brand, its visual language naturally guides you—you need to use white space where appropriate, and restraint where necessary. Brands like Apple, by their very nature, emphasize rhythm, cleanliness, and precision. Therefore, I spent more time "removing" than "adding" in this project. I removed excessive lighting effects, unnecessary reflections, and overly forceful animations, gradually making the visuals more "stylish."
From this, I also learned that creation can never be absolutely perfect, but you can ensure that every choice is justified, rather than driven by emotion.
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