Assignment 1, Reflection

I’ve created a temporal identity clip that answers the question: What am I doing here (at QUT)? Or put in another way, the composition relates a transition in my life from copywriter to student. The tagline I wrote sums up the reason for the transition: The Copywriter Who Wanted More. Digital media was rapidly changing the advertising industry. I needed to be a student of new media.

My target viewers are anyone curious about where I am and what I’m doing now. My primary audience are those I’ve worked with before moving to Queensland as well as family members back home. My secondary audience are potential employers who might want to know why I chose to take a break from work to study. I hope the composition will answer their questions and convince them that I’ve acquired a new, useful skill

After Effects gives “life” to my actors (i.e. elements on screen). It affords many motion possibilities as well as the animation of 2D forms in 3D space. I elaborate on this in the following paragraphs.

To tell my story, I used stage and puppetry elements as a reference. In line with that, the feel and tone of the work was slightly humorous. Metaphorical objects like a paper plane was used to represent my journey to Australia. A pencil symbolised my occupation as a writer. In addition, literal assets like a PC, QUT logo and mortar board were also employed in the production.

In terms of space, red curtains in the background gave the impression of a stage, the set in which my actors and elements played. The curtains added spatial depth to the space as well. A spotlight further enhanced the theatre-esque feel.

As a more realistic approach or form was taken instead of an abstract one, the movement of my characters and elements had to be as true-to-life as possible. Objects that dropped into view had to obey physical laws like gravity. Other actions to mimic live action included inertia and arc-like motion of objects tied to strings.

In terms of timing, the rhythm of the video was paced to the soundtrack. Actors coming into screen did not dangle too long on stage – which would’ve been boring, nor enter and exit too quickly – which would’ve caused the signages, for instance, to be unreadable.

After Effects Techniques

Elements were arranged on the stage in 3D space with the Camera and Lights switched on. The camera was ‘locked’ in to a Null Object to ensure that it remained fixed for most of the production. All objects could cast and receive shadows, even the strings attached to the objects. Easy Ease and Motion Blur functions made movement more realistic. Keyframing all the elements took massive amounts of time; hours were spent setting, correcting and replaying actions. The initial drafts of the video clip did not feature a red curtain. After some feedback, curtains were added and I liked it immediately. The actors seemed to have more depth when a background element was present. The words on the title boards were not up to mark, I felt. They seemed slightly blur. I tried tweaking the camera’s focus but to no effect.

Link to The Copywriter Who video clip: http://vimeo.com/1836484

Reference list for Assignment 1

Flickr photos used under a Creative Commons Non-commercial, Share Alike Licence : Mortar Board, Eyeball, Brain, False Teeth, Roo, PC, Red Curtains, and Pencil. (www.flickr.com via www.search.creativecommons.org)

Photos and Additional Graphics by Joel Lim: Paper Plane,QUT logo, and all Title Boards.

Soundtrack: Music ‘A Smile and a Ribbon’ by artist: Patience and Prudence. Album: The Best of Patience and Prudence.