LU FUTURE Project Ad

Animation Studies 1 & Cinema Language

Aim
The advertisement should reach the target audience (everyone regardless of age and skin color)

Genre
Education, informative, modern

Synopsis & Treatment
The group's concept to LU Future project is pioneering the 22nd Century Global Education. As such, for the purpose of this assignment the central idea of the concept would be global. Global in this advertisement is portrayed as the multiple races with their traditional clothes focusing on the four continents of th world, Europe, Asia, Africa, and America.

The advertisement will have three young adults from the Asian continent and one from each European, African and American continent with a mixture of male and female, These six figures will be on separate screens and their figure will be divided into three parts; neck and above, between neck and waist , and below the waist. These three slots are then interchanged with the rest of the figures across the screen and will make it seem like their attire would jump from one screen to the next(imagine the three slots are like slot machine). Finally the attire will settle on their respective owners and the final image of all of them holding a degree or a certificate from Limkokwing University.

The second advertisement would be a group of people wearing in different kind of attire according to their occupation profession are waiting at a bus stop. They are from various countries and background where it can be seen by their skin color. There is a teenager boy playing aggressively with his laptop sitting on the bench. There is a long hair lady with trendy attire standing elegantly, she is a fashion designer. There is a guy standing next to her wearing in a black suit holding a T-square, he is an architect and so on. Half an hour has passed, many buses has gone by and none of them go up into the bus stop by earlier no matter how appealing those buses are. After a moment, a black futuristic bus comes. They starting to line up and all get on to the black bus when the bus driver opens the door. When the bus goes, there are people chasing from behind. The black bus is actually belongs to Limkokwing University of Technology. This shows people trust in Limkokwing University and it is a best university to pursue further education. This also show the concept of Globalization which Tan Sri Lim Kok Wing has always talked about.

Later on Shanon, Aaron and I will produce a series of animation based on the story board that will be done for Cinema Language module in which the purpose is to determine the timeline of whole advertisement video the LU FUTURE group project.

First of all, we will produce a story based on the written concept and synopsis. From there, we will develop and do the characters design including the background design via daily observation, flipping through reference books and visiting internet sites. Different colors will be tested which the purpose is to decide the best color to apply on the character/ object itself. Later on after everything is done, most probably Flash integrated with Photoshop and Illustrator, Shanon will start animating the characters. In between the process, the video will be played over and over again to ensure that the key frame is correct and work well with the timing. Besides that, light and shadow will be applied so that the animation looks livelier. We will also insert some relevant background music to make the animation more interesting. Other than that, text and effect will be added in to convey the message. In this case, we might modify and insert the typography animation that we are doing now in typography class.

Production Role
Zaim – Scripter, Copywriter
Aaron – Storyboarder, Environment Designer
Xuan – Character Designer, Colour Coordinator
Shanon – Animator, Music Composer

Chosen Medium
Television - Audio & Visual
Screen - Interactive & Visual
Projector - Visual

Research & Progress
-Downloaded PR videos and tutorialsSome print out notes.
-Collected booklets from gallery.
-Cut outs from newspaper.
-Captured photos.
-Websites about animation and London future.
:: http://www.limkokwing.co.uk/
:: http://www.idleworm.com/how/anm/02w/walk1.shtml
:: http://www.anticz.com/Walks.html
:: http://animation.about.com/
:: http://www.tutorialized.com/
:: http://www.londonnet.co.uk/ln/guide/themes/future-london

Technical Skills
-Photoshop
-Illustrator
-Audition
-Premiere Pro
-Flash
-Hand draw (art line pen, pencil, colour pencil & water colours)
-Photography
-Typography

Timeline (click to view)














Presentation Feed Back on 16th Oct 2007
- treatment
- ad synopsis > people approach/chase the bus instead of waiting at the bus stop
- tv ad > on air time > timing
- strong visual to convey the message
- difference of all university college in UK
- mobile commercial > screen on bus