Eat Well Campaign

For the final project of my Art Direction class we had to create company based around a cause and create a campaign for that company. I chose Obesity, originally, and began writing down all the stuff I knew about it. I did a ton of research and found out that the majority of most cases stem from a persons childhood. So with this information I decided to base the campaign more around children and their parents.

Facts / concept thumbnails :

As far as design goes, I originally was going to do a campaign using fat version of all the fast food restaurant mascots, inspired by Ron English, but I decided that was extremely unoriginal at this point. So I started thinking that the facts on their own would make a pretty big impact, but as I started thumb nailing out concepts ,with just facts, it felt like there was just a huge disconnect. I felt like something had to have a human feeling to it. Thats when I realized I could just do a visual percentage with simply 2 colors.

Original concept sketch for print ad:

I chose grey and red, these color had an extremely strong contrast especially when left on a white background. The red was meant to pull you in and the grey would hold you and keep you reading.

Once that was finished I had to figure out how I was going to create a commercial, this was a required piece. With this new concept in my sketchbook I sought out to story board out something that would have the same impact of the print ads. This was not easy because I didn't really have any animation skills other than my comic book experience. I did about 35 thumbnails that, in my opinion, were complete garbage. Then decided on creating a Kinetic Type video with a couple of other elements to tie it all in with the campaign.

Final suede storyboard for commercial:

Now that I had the commercial concept I had the even more daunting task of learning enough After Effects to create this commercial. I spent about 3 hours watching tutorial videos on Lynda and Youtube. Then I spent about 12 hours creating the visuals for the final commercial, but then I realized I had not made a decision on what type of audio I would use. I tried creating my own music in Garage Band with no success. I googled FREE SOUND and found FreeSound.org. This place was pretty amazing I searched through their thousands of free sounds and found a 36 second clip of an awesome guitar riff. I added the audio to my AE file and gave my visuals a little tweak to sync it with the new found audio.

Overall It was a pretty awesome experience and it taught me that I could probably learn any program if a job calls for it.

Here are all my final renders of the campaign including the commercial:

Final Commercial:

Thanks for Reading / Watching!