Case Study
National Ad Council
Objective
Research
The lives of college students today are surrounded by technology and a rapidly changing environment.
Every person who has access to the internet is or has been susceptible to misinformation. It can affect students greatly since research and source finding is the most important part of their education. Moreover, social media is the prime location for all kinds of false information.
Many college students use social media to connect with the world around them. However, since social media heavily influences college students, it’s most likely that their views are skewed based on misconceptions and biased opinions. All of which are encouraged by algorithms within some platforms.
Source: Statista
A vector/typographic style would fit well with the serious nature of the explainer video while also grabbing the viewer’s attention.
This concept is a more traditional, technical approach to the explainer video. Glitches, type, and technology detail will help tell the story of misinformation by emphasizing the role technology plays in the social issue. The visuals will focus on the importance of being mindful of a headline or statement that seems unordinary.
Color Palette
Styleframes
Educate and inspire college students through an explainer video on a current social issue.
Direction 01: Hidden in Plain Sight
Any indication of “misinformation” will be inferred through the color red. This concept has a big emphasis on noticing the details when keeping in mind the chance of receiving false information.
This direction was the one that was chosen.
Revised Approach
Any indication of “misinformation” will be inferred through the color red. This concept has a big emphasis on noticing the details when keeping in mind the chance of receiving false information.
This direction was the one that was chosen.
Direction 02: Distorted Info
The color palette is meant to be complementary to match a cool feeling of the digital landscape while also having enough contrast to tell if something looks wrong.
Animatic
The script was working better but the pacing in the beginning was too fast. After discussing with my art director, we agreed that this will have to have more pauses, and more time for each scene.
The animation was very rough and needed tweaking. There are more opportunities for more engaging animation. After discussing more with my art director, a lot of the animation needed smoother transitions.
Motion Tests
Audience
College-age (18-25 year old)students who need something to inspire them or to inform them.
Approach
Mood
Script
Lets be honest, you’ve fallen for misinformation before.
Clickbait, misleading headlines, and hoaxes easily sneak their way into social media.
67% of people in the US interact with manipulated content.
Misinformation can lead to social division, distrust in science, and violence against innocent individuals.
Always take a moment to identify and verify before sharing.
Shape Language
Information online is represented by a gradient circle. It has all of the colors because most information online is neutral. However, misinformation is represented as a square since misinformation can follow rigid structures and is the most impactful.
This direction was the one that was chosen.
Serious, educational, technical
Rough Animation
Final Pass
Reflecting on this project, I realized the importance of first locking down a script. Throughout the whole process, I referred back to the script for how to design my visuals. I will put more focus on the script and literal imagery if I were to do an explainer video again.
