AMERICAN HEART ASSOCIATION PSA
AMERICAN HEART ASSOCIATION PSA
The American Heart Association was founded back in 1942. Since then, they have dedicated time and effort into scientific research to help prevent cardiovascular disease! Approximately 805,000 people in the United States experience a heart attack each year, and many people don't realize they are having a heart attack until it's too late. This Kinetic typography piece is meant to highlight the urgency of a heart attack, as the audience steps into the shoes of a heart attack victim.
The American Heart Association was founded back in 1942. Since then, they have dedicated time and effort into scientific research to help prevent cardiovascular disease! Approximately 805,000 people in the United States experience a heart attack each year, and many people don't realize they are having a heart attack until it's too late. This Kinetic typography piece is meant to highlight the urgency of a heart attack, as the audience steps into the shoes of a heart attack victim.
PROJECT BRIEF
PROJECT BRIEF
Create a public service announcement for a non-profit organization with a key focus on kinetic typography. Research the company that you are creating the PSA for. Incorporate their drive and purpose in the piece.
Create a public service announcement for a non-profit organization with a key focus on kinetic typography. Research the company that you are creating the PSA for. Incorporate their drive and purpose in the piece.
PROCESS
PROCESS
Since this piece focused on Kinetic Typography, I mainly focused on their use of colors and their use of fonts! They tend to use Helvetica Neue, and I intended to use that for the voice of the dispatcher. As for the voice of the victim having a heart attack, I wanted to use hand drawn elements. Not only would this differentiate the characters, but it also highlighted the sense of desperation as the text morphed.
Since this piece focused on Kinetic Typography, I mainly focused on their use of colors and their use of fonts! They tend to use Helvetica Neue, and I intended to use that for the voice of the dispatcher. As for the voice of the victim having a heart attack, I wanted to use hand drawn elements. Not only would this differentiate the characters, but it also highlighted the sense of desperation as the text morphed.
When working on the animation, I was able to use frame-by-frame animation on procreate. Each element on the victims side of the animation is hand drawn, and was composited into After Effects. Inside of After Effects, I was able to play around with displacements using scripts. This helped provide the instability of the Victim. I was able to use photoshop to create a texture that would loop in the background, which emphasized the illustration shown on the victims animation.
Below is a previous iteration of the heartbeat scene, as well as a glimpse of the frame-by-frame animation that was used in this piece.
When working on the animation, I was able to use frame-by-frame animation on procreate. Each element on the victims side of the animation is hand drawn, and was composited into After Effects. Inside of After Effects, I was able to play around with displacements using scripts. This helped provide the instability of the Victim. I was able to use photoshop to create a texture that would loop in the background, which emphasized the illustration shown on the victims animation.
Below is a previous iteration of the heartbeat scene, as well as a glimpse of the frame-by-frame animation that was used in this piece.