Case Study
Universal Production Music
Objective
Research
Since the main users are 40-50-year-olds, there needed to be a more compelling way for younger audiences to be interested in Universal Production Music.
Most people in their 20s or younger enjoy the Pop genre. However, those who are 25 and older enjoy Alternative/Rock and Hip Hop/Rap music the most.
Source: Statista
Chosen Track
Limit Breaker - Hooky, Hyper, Hectic 2
An experimental approach to a traditionally grunge sound. Energetic visuals, bright colors, and exploding shapes to match the album cover.
Develop and create a unique music visualization of one of the new releases in the Universal Production Music website.
Direction 01: Ripped Noise
Paying homage to grunge design, the goal was to match the design with the punk-rock sound of the track. Paper tears were the goal for this direction.
This direction was the one that was chosen.
Direction 02: Energy Control
Development of Ripped Noise
Final Styleframes
Keeping some of the color palette in mind, I decided blues, greens, and bright pinks worked best to keep the feel energetic. It was important to explore the “grunge” look with more authentic paper tears and paper collage all done through Adobe Photoshop or Adobe After Effects.
Animatic
The animation idea was working but needed some refinement. After discussing with the Art Director, some aspects of the design were too distracting, such as the vector ball in the center.
The animation was better but there were still consistency issues. I used an effect on a shape layer for roughness, but it was not cohesive with the design of the animation. I talked with my Art Director and we discussed having all vector shapes have rough edges as the ripped paper does.
Motion Tests
Audience
25-year-old aspiring or general creatives that are in search of a good resource for their creative needs and endeavors.
Approach
Mood
Based on track: energetic, grunge, rebellious, youthful
Type Exploration
Headline Goth ATF was the best decision for the font since it was easily legible and still had a rough, ink-pressed look similar to hand-stamped type.
Rough Animation
Final Pass
Reflecting on this project, maintaining the rough, grunge appeal through a strictly digital medium was the most challenging part. Moreover, I was too focused on the “narrative” of the animation rather than the movement. In the future, I will decide whether to include a story at the start of my process.
Website Album Mockup
Album Cover
Album cover mockup on Universal Production Music’s website
The final style frames reflect the animation more. The former style frames were working, but the ball in the center of every composition was distracting and too clean for a “grunge” design.