Developing a GIF

As a short/gif was to developed for the campaign, research was undergone into animated type. This being the key focus as a purely typographical approach should be implemented in order to promote consistency. 

The above videos gave inspiration into how type can be formatted in order to complete videos. It was found that emphasis was brought to typography in which moves and therefore by implementing this within my design, the consumer is far more likely to remember the relevant information. 

Animations in which only made a segment of the type move felt more effective than when individual letters were moving, as this made each letter appear separate to the original word. As the campaign is being developed for the BHF it is also important to consider that the typography within their adverts is very strict and is applied to a clear grid system, and therefore this should be mimicked within my own design. 

Initial storyboards were developed in which showcase different design ideas surrounding how the short will move and interact. The 1st storyboard depicts an animation whereby the slogans used appear on a loop, with normal day to day activities being highlighted,although the final shot will be Keep Alive, this in turn promoting a design in which engages the consumer as they did not previously realise the campaign was surrounding death. The second idea focuses upon the #KEEp being present, with the activity changing. This idea will largely focus upon attributes relating towards a heart attack such as breathing etc. The final shot would be a statistic surrounding how many young people have the gene. 

As I was unsure on how to take these design ideas further feedback was gained from peers. They suggested that the focus upon health related issues within the second storyboard would be less engaging to the consumer, as they are more likely to relate to the previous campaign in which lists activities in which they regularly participate within. Although stating this they stated that as the #KEEP remained the same upon each spread, continuity was made. It was also suggested that this allowed the individual hashtag to be seen as its own hashtag rather than an accessory of the activity. This being an essential factor for that of the social media campaign. It was also stated that the final statistic allowed for the design to be rounded, with a daunting figure at the end of the campaign making the consumer want to visit their local GP. As a result of this the strongest components from each deisgn will be implemented into that of the design in order to promote a clean, clear short. 

Using feedback to aid my design, the above gif was developed. As I had no previous knowledge upon how to do this, tutorials were watched. The topic areas mentioned within the design focus largely upon everyday topic areas. As the activities are very generic and don't apply specifically to young people these must be altered. The timing should also be altered in order to make each slide more impactful, as the fast nature makes some difficult to read. 

The second design alters that of the activities to be more relatable to a younger demographic. Thus further engaging the consumer. Music has been added towards the design in order evoke emotion. The soundtrack within this piece cuts off at the end in order to promote impact towards the final figure. Although this was attempted I am unsure upon whether this is effective. When discussing this with my peers they suggested that this deisgn with no sound would be more appropriate. As a result of this, a further approach was developed.