Based on research for my thesis project, this promo video for Afropunk 2020 showcases my (dream) line-up for this year’s festival.
The Brief
Create a 30 second motion video
Skills
Motion
Research
Year & Timeline
2020, 4 Weeks
The Process
Brand Research
I noticed Afropunk has a bold visual language, with a black website background, their videos are action-forward, and they utilize a sans-serif typeface. I was unable to use their current typeface, so I chose to use Univers, which has a similar vibe.
Artist Research
Because I curated my own line-up, I conducted artist research. I only wanted to include Black female artists, so I dove into the headliner’s ‘Related Artists’ list and started note-taking.
Movement Research
I referenced many music videos and other tour announcement videos for inspiration. I found that I wanted there to be a glitch effect and it to be fast-paced.
Mood Board
Afropunk is a dark brand and the promo video should also reference this. Because the footage would be black and white, I added in colorful elements for contrast, and wanted the type to be very expressive in movement to add variety.
Ideation & Storyboards
I explored different ways to express type and reveal different information for the event through this ideation phase.
Design Direction 1
Black and white video, radiating letters
Design Direction 2
Black and white glitching video, text inspiration from The 1975’s People lyric video.
Design Direction 3
Color video taken from fans video’s with the headliners names rotating around a 3D wireframe of the world.
Design Boards
Once determining the design direction and transition ideas, I was able to make final design boards which showcased the designed storyboards.
Animatic & Motion Test
Before finishing the final video, I made an animatic to test the length and motion tests to make sure I would be able to accomplish what I set out to do. I also made a few versions after this to test composition.