This I Believe, Inc. Teaser Video - Case Study
The Client
This I Believe, Inc.
The Client's Website
thisibelieve.org
radiopublic.com/this-i-believe-WRwQr6
What They Wanted
This I Believe, Inc. was looking to invite more audience to visit their website and to listen to their podcast on Radio Public. They asked for a designer to create a teaser video of their own "I believe" statement, sharing a core value.
My statement was "I believe that life is messy, confusing, frustrating, and the most beautiful thing all at the same time."
The Deliverables
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1920x1080 video with fade in and out and :03 second title card at the end leading the to website.
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1080x1080 video without fade. Title card at the end promoting the RadioPublic podcast
The Challenge
The challenge for this project became finding the best way of showing the chaos and beauty coexisting. Though encouragement of and from working closely with my Art Director and several explorations, visual collage became the direction taken.
The Process
The Concept
What if just changing the viewer perspective could help them see the beauty in the chaos?
By changing views, either a different approach, angle or simply stepping back can change the whole outlook.
First Pass
What was asked
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Of the original pitches the Big Picture had the most potential and needed to be revisited.
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Play more on the co-existence of chaos and beauty and just change the perspective of the viewer.
What I did
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With the help of a couple colleagues, Steven and Gabe, explore using 3D software to create a scattered visual illusion where looking one way would look like a bunch of dots and the other an image, but was not able to fully execute this idea.
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Continued to explore with 3D and how 3D images on 2D surfaces distort and smear.
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Met with my Art Director, Ed, with the new exploration. He advised me that the piece was missing the person touch and to gather a visual list of the "Messy, Confusing, and Frustrating" things in my life. From taking care of my mother until she passed and now my father, being a non-traditional student, personal traumas, relationships, etc.
Second Pass
What was asked
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From the visual list, start building assets, such as stop motion pieces and time out the building of the energy.
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Think multimedia
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Figure out how to represent how I see beauty in a way that is relatable to audience.
What I did
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Created the first round of stop motion assets.
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Recorded VO.
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Designed the title cards for each of the two formats.
Third Pass
What was asked
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The first round of compositing was giving more of a feeling of hardship than chaos and feeling overwhelmed
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Playing more with color palette.
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Play with adding text in different styles and textures: Scrabble pieces, hand written, etc.
What I did
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Created second round of stop motion assets to give more energy to the action words.
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Explored text, texture and image collage.
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Updated VO and started mixing audio.
Fourth Pass
What was asked
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Enjoyed the handwritten title and wanted more for the other titles.
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Create a transition from the frustration to the beautiful scene.
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Carry the overwhelming energy to the transition.
What I did
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Track matted the transition between frustrating and beautiful while still having the color splashes.
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Removed the square edges and added random movement to the confusing scene so it felt more overwhelming.
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Created more handwritten titles, but only did two for beautiful, so that it would feel smoother and more stable.
Final Pass
What was asked
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Minor request to add more beautiful titles so it didn't feel "ping-pongy."
What I did
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Quickly added the changes and prepared the packaging of deliverables.
