Joe Bailey Photography

A: Form

This animation is a two-minute extract from the song Jenifa Taught Me by De La Soul. We are creating it as a Music Video for the song.

B: Animation Type

During the Music Video, there will be multiple types of animation which will blend together to give a unique style. There will be 3D animation using AutoDesk Maya. 2D animation using Adobe Premiere Pro and Adobe Animate. There will be some claymation and paper cut-outs stop-motion.

C: Genre

Due to the nature of the Music Video there will be some comedic elements. Most scenes will be depicting real life events that are relatable to the Target Audience.

D: Narrative/Character Development

As we are animating a music video there aren’t characters as such, apart from the music artists. Therefore, the story will follow the events as outlined in the lyrics of the song, with different characters in the scenes, or no characters at all.

E: Risk Assessment

F: Shooting Schedule

Date	Activities	Details	Personnel	Contingency
09/10/17 to 17/10/17	Character Design	Design a character sheet in Illustrator including emotions and activities	Joe Bailey	If Illustrator doesn’t work then I will draw my character designs
09/10/17 to 02/11/17	Treatment	Write about target audience, legal and ethical issues, synopsis, medium	Joe Bailey
09/10/17 to 02/11/17	Production Schedule	Create a timetable for the animation production	Joe Bailey
15/10/17 to 29/10/17	Script	Write a script for the animation including notes for different scenes	Joe Bailey	If a script can’t be completed, then we will use the lyrics from the song
15/10/17 to 02/11/17	Storyboard	Draw 24 frames of a storyboard for a scene within the animation	Joe Bailey
02/11/17 to 09/11/17	Paper Cut Outs	Create our characters in paper form and animate around 30 seconds of footage	All	I have chosen to do the stop motion animation first as they take the longest time, therefore we can take as long as we need to do this complex form of animation, and if some of the computer generated animation can’t be finished within the confines of the school timetable, we shall take home some work and complete the animation over the christmas break.
09/11/17 to 16/11/17	Claymation	Animate scenes from the song, using our script, in clay. A penny falling down a manhole cover, dollar flying on the wind	All
16/11/17 to 23/11/17	Animate	Draw and animate 30 seconds of footage using our script. Record and Cassette kissing. Daisies fluttering in the wind. Drawing of a vase	All
23/11/17 to 30/11/17	Photoshop	Animate 30 seconds of footage using photoshop and our script. Flexing muscles, a piano being played a teddy bear singing	All
30/11/17 to 06/11/17	Premiere	Army man walking into boat. Match burning. A hospital and school building	All
01/12/17 to 07/12/17	Maya	Record spinning on a turntable being scratched by a hand with yeahs looking like comic strip sounds	All
07/12/17 to 10/12/17	Composit in After Effects	Combine all our footage in After Effects and do some final touches	Joe Bailey	If our different forms of animation do not blend seamlessly with eachother then we shall use after effects to create sequences inbetween the scenes to make the video flow, we shall therefore cut out sections of our footage to allow for these after effects compositions
10/12/17 to 15/12/17	Output Premiere	Output into Premiere to perform further final touches and to make sure all the clips go together	Joe Bailey
15/12/17 to 04/01/18	Rough Cut	Create a rough cut and get feedback on it	Joe Bailey	If feedback is generally negative and we don’t have enough time to make all the changes possible we will try our best to change the footage, making sure we render different versions of the video in order to still have one to upload to Youtube
04/01/18 to 11/01/2018	Final Edit	Act upon feedback and make the video perfect, ready for viewers	Joe Bailey

G: Call Sheets

A: How you used backdrop/set images?

I used backdrops as backgrounds to my animation in order to increase the visual appeal of certain sections. I animated over the top of static images which helped quicken the pace of the animation and helped me to meet deadlines.

B: How you set up equipment?

We used a camera stand as well as lights situated on a tripod when we filmed parts of our animation using the claymation and paper cut-out techniques. This ensured that scenes did not move and an appropriate amount of light was available. We used Macs with the Adobe Creative Cloud installed in order to animate the rest of our music video.

C: How you followed script/storyboard?

During animation it became apparent that the script lacked directions for some sections, so ideas had to be made on the spot as to what to include in the final music video. Storyboard sketches were very rough, so more in-depth drawings were made for the final animation. Both script and storyboard planned for the whole duration of the song, but due to time constraints we only animated 2 minutes of the song. You couldn’t see the outcome of some sections of animation until after you had done them such as the paper cut-out stop-motion, so ideas on where to include them came then and there, such as using the piano section twice. Sections previously planned for completion in Maya were adjusted to be completed in Adobe Animate as knowledge was lacking in Maya.

D: How you followed safe working practises?

There wasn’t much risk in creating this animation. However, during filming the claymation and paper cut-outs we ensured that the camera and lights were fixed securely to their stands to prevent them falling off and injuring someone or breaking. During excessively long animating periods relevant breaks were taken to prevent RSI, dehydration and eye-strain.

E: How you followed production processes?

Development:

During the development stage we chose a song to animate: De La Soul – Jenifa Taught Me. We decided that we would only animate 2 minutes of this song. We also decided which methods of animation we would use which included paper cut-outs, claymation, Maya, Adobe Animate, and Adobe Premiere Pro.

Pre-Production:

Pre-Production involved creating a script, storyboarding, and making a production schedule. These were all vital pieces of paperwork to help us complete the animation on time and to order things within the video.

Production:

We animated all sections of footage during the production stage, setting aside a week for each different type of animation. We made sure to label files in a manner which helped us to identify them at a later date.

Post-Production:

After gathering all the sections of our animation they need compositing into one piece of footage. We did this in Adobe Premiere Pro, first importing the song, then matching scenes up to the lyrics and adding effects where needed.

These four steps to production are industry standard and have been used for many years to produce anything from a Movie to an Advert.

F: Log Rushes and EDL

I have labelled my files per the name of the part of animation that they are so that they are very self-explanatory and I can see on the script where the animation goes int he final piece.

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G: Screenshot of Timeline and Shot List

Shot 1 – Record Spinning – November 28th 2017
Shot 2 – Lock – November 28th 2017
Shot 3 – Lovestruck – November 28th 2017
Shot 4 – Looking – November 30th 2017
Shot 5 – Textbook – November 30th 2017
Shot 6 – Breakfast Plate – November 30th 2017
Shot 7 – English Class – December 1st 2017
Shot 8 – Passing Notes – December 1st 2017
Shot 9 – Rocking Boat – December 1st 2017
Keyboard – December 5th and 7th 2017
Claymation – December 7th and 8th 2017

Treatment:

Title and Running Time:

Jenifa Taught Me by De La Soul lasts 3 minutes and 24 seconds. We will use the same title as the song to avoid confusion, and also because we will not have massively changed the story or the song. Our animation is going to be 3 minutes long so we shall cut out most of the end of the song.

Voice Over Artists:

If we were making a professional animation with a high budget we would want to have a short intro with our animator’s names read by Liam Neeson who will undergo voice tests and casting. He is a well-established actor, who has been in over 100 different TV Shows and Movies. His appearance in our video will immediately attract viewers. His reading of the title sequence is supposed to be a comical element as his tone of voice is completely different to the song. Also, people who have never heard of Liam Neeson, but like De La Soul, will be likely to research him and watch some of his films after viewing our animation music video. However, our animation is not going to be professional, so we will use one of our classmates to read out our intro, however, we may not include this in the final edit of our video.

Medium:

We will have our main characters dancing about the title screen in order to introduce them, and make them seem funny. We are going to split our animation into 6 sections in order to incorporate a variety of animation types. The song has 4 verses, so we are going to split verse 2, and use the title sequence for one of our animation types. This sequence goes as follows:

• Title – Paper Cut Outs
• Verse 1 – Claymation
• Verse 2.1 – Animate
• Verse 2.2 – Photoshop
• Verse 2.3 – Premiere
• Verse 2.4 – Maya

Each sequence will last approximately 30 seconds with a transition sequence between them such as zooming in on a block of red clay and zooming out on a block of red colour in Adobe Animate.

We are going to publish our video on Youtube with a target frame rate of 30 frames per second and a resolution of 1920×1080 pixels. We will composite the multiple 30-second sections of our video in Adobe After Effects.

Synopsis:

Our animation will feature 3 main characters, representing the characters talked about in the lyrics. There will be a music note which represents Derwin. He will be a small, funny character, who seems a bit geeky and doesn’t have many street smarts. His emotions will change rapidly, with big eyes, and a big smile. There will be a record which represents the narrator of the song, Dave. The record is very full of himself, and confident, without a care in the world. He is often seen talking to Jenifa, and showing off. During the song ohhhh is said a lot, generally represented by the letter ‘o’ this is convenient as a record is the same shape as the letter ‘o’, a circle, therefore the camera can zoom in endlessly on the record to symbolise the sound of ohhhh. There will be a record player representing Jenifa which enables the record to be put on the record player when the song talks about sex, such as the lyrics “So to the kitchen she did Dan”. The record player will be very pretty and nicely kept, enticing the record on to it.

Key Scenes:

Our animation is going to follow along with the lyrics of the song. In the first verse Dan and meet Jenifa for the first time whilst he is in school. He is love-struck and drops his textbook. The next day he wolfs down his breakfast and can’t wait to see Jenifa at school. They pass notes in English class. Jeny loses a penny, so Dan gives her a dollar as an act of kindness, and also a way to get in her pants. She kisses him and he is excited. The school bell rings and Jenifa grabs Dan’s hand and takes him home. Verse two talks about Jenifa and Dan after school. They go to a shop and he buys some records and she cassettes. She’s doing more than just flirting and grabs his jeans, this surprises him, but he likes it. She has a body shaped like a vase, which means she is very attractive. He takes her clothes off and remembers he is only a virgin. She says “Let’s try it in the bathroom” but he says he doesn’t like sinks, so they do it in the kitchen. The other band members are happy that Derwin has got laid. The sex was good as Jenifa passed her test. They cuddled a teddy afterwards. Dan was in Heaven he felt so good. Jeny was a big tease at the school, so she was known as a hoe. Verse 4 is a summary of what he has learnt, which is not to be with a girl that flaunts all she has got.

Current Trends:

Currently, music is used a lot with animation to help viewers determine feelings and emotions. Our animation will stick with this trend as it will be a music video and the animation will be relevant to the lyrics. Most animation sequences in 2017 fit into one of two categories, either extremely lifelike or completely abstract. Due to the nature of the song being very abstract, our animation is going to be part of the latter category and feature many bright colours and abstract shapes. Many animated movies use 3D computer animation using high-resolution assets to create a lifelike, yet still completely different story. Movies that have done this recently include Cars 3, Despicable Me 3, and Captain Underpants. We are going to be keeping with this trend by having a section of our animation using 3D computer-generated images.

Target Audience

The target audience for our animation is 16-25-year-olds. The song we have chosen has an adult theme, which means only an older audience can listen to it. Our animation will not, however, portray this same theme, instead taking the lyrics literally, such as in the song he says garden tool, implying that Jenifa is a hoe, we will simply animate a garden tool. The style of music appeals to this target audience, so we will be animating the video for them as well, as it would be silly to animate a song targeted at 16-25-year-olds in a way that appeals to 80-100-year-olds. We will be using a style of very abstract ideas with bright colours which will entice and intrigue our target audience as they will have to pay attention to work out what is going on. We will also use a comedy element in our story which will make viewers laugh and want to share the video with their friends, making it go viral.

Legal and Ethical Issues:

There are many legal and ethical issues to take into account when creating a production of any kind. The song we have chosen has a deep sexual theme rooted to it, however, we won’t be animating this, instead taking lyrics literally in order to get our animation seen by a wider audience. We will only be using one song in our production, and we will have to get the rights from Tommy Boy and Warner Bros in order to publish our completed production using the song Jenifa Taught Me. We will be publishing our music video online. The regulatory body for music videos published online in the UK is the BBFC. Record Labels are required to submit videos for review that are expected to get a rating of 12 or above. Things that the BBFC look for include:

• Drug misuse
• Dangerous behaviour presented as safe
• Bad language
• Sexual behaviour and nudity
• Threatening behaviour and violence

We will deliberately animate our video avoiding these themes, but still trying to engage with our target audience. We will submit our video for review, but we aim to have no classification.

Our characters will display no logos of any kind, so we will not be promoting any record or record player companies. We will gain permission from Liam Neeson to use his voice in the intro of our production.

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Script:

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PlayStation 4 Racing Game

Poster:

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Budget:

The poster will take a total of 12 working hours to design and produce. These 12 hours account for several conceptual designs, and a final piece. A typical designer would charge £25 per hour. This £25 per hour covers all costs such as insurance, travel expenses, camera loan, tickets for photoshoot event, etc. The total cost is therefore £300.

One website will take a total of 48 working hours to design and code. This includes several rough mock-ups and the finished design. A web-designer would charge around £30 per hour. The total cost is £1440.

The box art will take roughly the same amount of time as the poster, 12 hours, and therefore cost the same – £300.

Advertising space will need to be rented such as bus stops, billboards, and posters inside shops. This will cost roughly £1500 per month. An extra £100 per month will be used for website servers.

The total initial cost is £2040 with £1600 per month after that.

Production Plan:

The launch date is exactly one month before the release of the game. This allows enough time for people to see adverts, learn about the game, and pre-order it, ready to play on launch day.

Legal and Ethical issues:

All images have been taken by me, so don’t feature any copyright. There are no people in my photos, so there are no model release forms needed. The image of the bus was not taken by me, however, it just serves as a template for a bus advert. Screenshots have been taken from a similar game which include copyright, however, actual screenshots from the game will be used for the final advertising campaign. I will make sure that the box art has the relevant legal information on it such as PEGI Age Rating, Publisher, and Platform etc. The documents produced will be checked thoroughly multiple times to ensure information accuracy. This game is rated E for everyone, so will display no offensive content.

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On Friday 1st December I presented my Website, Box Art, and Poster designs for my product Le Mans, to my peer group.

The rationale for my designs is that they use bland colours to attract an older target audience age range between 50-65, as these are classic cars which this age range will enjoy driving. The bland colours don’t detract from the highly saturated colours of the cars. There is a secondary target audience which is 15-25 year olds as this age range are very interested in fast cars, and enjoy pushing them to their limits in competitive online play. Large images are used which fill the poster/screen so as to draw the attention to the fact that this is a racing game. Clear, bold, modern fonts are used because this is a modern game. Cars have often been associated with being posters in boys bedrooms in their teens, and this design ethos has been mimicked for this advertising campaign.

Some of the similar criticisms for my designs include:

The box art was quite low resolution so came out blurry.

Cars used for promotional images don’t match cars typically associated with Le Mans.

Some of the font on the website were too small to read, however, they would appear bigger on a screen, rather than printed out.

Overall, my peers said that they liked the website design the best out of the three designs I presented them.

The target audience for Le Mans is Males aged between 16 and 25. This age range are interested in similar game franchises such as Forza and Gran Turismo. These games are direct competitors to my game.

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