University Work
Motion Graphics
Project Brief
Information in motion (infomotion) affords design and sequencing to be used as tools to unfold an infographic based narrative. The objective of this project was to create a 40 - 180 second infomotion based on the theme, ‘I’ve always wondered ...’ . The motion graphic needed to evoke rhetorically powerful signs and symbols rapidly in order to effectively and intelligently communicate complex concepts. Overall the final outcome had to be unique and to strategically incorporate concept development, research, script writing, storyboarding, sound, illustration, and animation - the infomotion also needed to be tailored for a wide and varied target audience.
Deliverables
01 Process work
• Workshop assignments
• Moodboard
• Research
• Conceptual development
02 Original script
03 YouTube Thumbnail and Description
04 Infomotion
Design Strategy
Cake. A friendly face, a companion to most of your happy memories: birthday songs, wedding bells, Christmas carols. Cake is a celebration. Cake is comfort. Cake cares. But, is cake, perhaps, too good to be true? This critical, reality-altering question leads us through a maze of research and rhetoric to discover the horrible truth of the world; Your birthday cake might kill you.
Our tongue-in-cheek take on the harsh reality of cake satirises the seriousness of most infographic animations, presenting the issue of cake as a life-threatening one. The tone of the whole project was set once the core concept (the darker side of cake), was decided. From the silliness of our idea, we derived a script and visual and audio style. We decided to juxtapose the apparent lightness of our problem with a mostly serious style, emphasising the absurdist humour of the script. This led to a dark and gloomy stylistic approach, with a bit of wonkiness, reminiscent of Tim Burton’s mysterious worlds. The colour palette adds to the dramatic script by contrasting gloomy blues with bright pinks and yellows.
We realised that the strength of our infomotion didn’t come from the usefulness of the information, but rather from the enjoyment and engagement of the viewer. Therefore, the story arc was a vital element to our success, and the script was tweaked right until the end of the project to achieve the smoothest and most engaging flow. To balance our deeply distressing narrative, we opted for the secure and soothing voice of Granny Liz, who gently guides the viewer through a rollercoaster of cake crime.
Everything, from the script and the sound mixing to the illustration and animation styles, works together with the common goal of transporting the audience to our absurd little world, where cake reigns supreme and no one is safe.
A Slice of the Cake
Process work
What is cake? This was the question that set our brainstorming in motion. During the conceptualisation phase of the project we explored multiple concepts and ideas about the history of cake; before focusing on the darker side of cake and the many crimes that cake has been entwined in over the centuries. Multiple rounds of research and script writing were conducted to arrive at the quirky, darkly humorous, granny-driven script of our final infomotion. This section represents a small portion of the process work behind the scenes of the final infomotion. To view our full collection of process work, please visit our miro board here.
Moodboard and Style Tests
Our infomotion's quirky mood is carried through from the script into the visuals. We drew reference from animation styles like those of Tim Burton and Hotel Transylvania to create the dark, wonky and mysterious world of the infomotion.
Moodboard
Styletests and development
Icing on the Cake
Illustrations
Each scene has its own collection of illustrations and components that come together to form the final information. Our colour palette is predominantly made up of a collection of blues, pinks and yellows which, in combination, add to the drama and mystery of the narrative. All members of the group worked on illustrations in varying capacities and then lighting changes and animation was added in during the animation phase. This section also shows our written out script in a scene-by-scene fashion.
Extended colour palette
Scene 1: Introduction
Sweet, fluffy, soft, and spongy - a heavenly balance of layered goodness, It's the perfect treat at all of life's celebrations. Cake is the joy of making a birthday wish, the first bite shared between newlyweds, and the coming together of family. But, hidden in our cake history, is something far more, deceptive.
This isn't about Marie Antoinette nor the line she didn't actually say, cake is much more sinister.
Scene 2: Cake in Medieval England
Judge, jury, and executioner: In medieval England, cake held the power to decide whether you live or die. It was a trial by cake. The accused would stuff a dry, crusty, wedge of holy bread down their throat. If you could swallow, brilliant! But, if you couldn't...
Scene 3: The Grim Activities of Cake
We worshipped it in pagan rituals, which descended into drunken riots, and other grim activities.
Scene 4: Cake in the Southern States
Cake was also entwined with slavery in the Southern States. At parties, slaves were ordered to dance for the entertainment of their owners to compete for a piece of cake.
Scene 5: Cake and the Witch Trials
In the 17th century, Salem, New England was rife with the fear of witches. At a witch trial, urine from an alleged victim was baked into a cake and fed to a pet. After having eaten the urine cake, the animal points out the witch. Some of the most brutal deaths - burning, hanging, stoning - have been committed at the hands of cake.
Scene 6: Cake Crimes
And cake seems to be the weapon of choice for claiming life-insurance payouts, taking out cheating husbands, a scarred lover committing revenge, and attempting to prevent the fall of the Russian monarchy. But, it doesn't stop there...
Scene 7: Lizzie's Tea Time Troubles
In 1991, a tiny tea-time chocolate biscuit single-handedly threatened Her Majesty's economy. Let me explain. Chocolate coated cake is 0 rated for tax. But, chocolate coated biscuits are 20%. The company that produced Jaffa Cakes - a biscuit looking thing - took the British tax body to court to prove that their biscuits were actually cake. They emerged victorious with a 3.5M pound payout in tax returns. That's a lot of Jaffa Cakes.
Scene 8: Closing and End Credits
Can you imagine the cake-proving implications for rice cakes, or fish cakes, or even beef cakes? Golly, I hope they don't get any ideas.
Putting Together the Layers
Sound Editing and Voice Over Artist
Elizabeth Sole is an 88 year old granny, who just so happened to be the perfect voice over artist for our script. We chose a granny to do our voice over to add the irony of an innocent person explaining what is actually quite dark and strange subject matter. The final result is almost like a granny telling the story of cake - albeit in a slightly twisted manner to what one would expect. Once the voice over was recorded and spliced together, multiple layers of sound effects - both ambient and direct - were added, as well as background music to add to the mood of each section of the infomotion.
An Invitation to Tea
YouTube Thumbnail and Description
Is cake really that innocent? From early childhood through to our adult lives, cake marks the passing of life’s greatest occasions. From birthdays to weddings, to anniversaries and more, cake is central in so many events. But, is that all there is to this fluffy tea-time treat? The history of cake reveals something far more sinister. BEWARE! Your birthday cake might kill you.
Serving Up the Cake
Final Infomotion
Cake Crumbs
Storyboard
