Programme of Study

Programme of study

Title:
The examination of applying illustration style to animated commercial

Project rationale:
Animation and illustration are two distinct media which have their own merits.Animation is a dynamic media which could demonstrate the characters and plots directly and effectively.Illustration is a static media which use interactive way to convey the information since audiences have to use their imagination to hypothesize and forecast the messages included in the illustration works.Making animated commercial which applied illustration style could not only intergrate the merits of two distinct media but also make profits and attract audience more effectively.

Aims:
Explore the differences and similarities between static media and dynamic media.
Investigate the solubility of illustration media and animation media.
Analyse if animated commercial with illustration style can attract customers and make profits.

Objectives:
To test the the techniques of keeping original illustration style during the process of making animation films.
To explore the positive effects of combining illutration style with animated commercial
To creat animated commercial and illustration that could satisfy the audiences and clients.

Research Strategy:
1.collect animated advertisements which applied illustration style and investigate the benefits of combining static media with dynamic media.
2.Interview target audiences including general public,art collectors,employers & industry members and student's friends and family.Get feedback and define the orientation of the advertisement.
3.Make a TV advertisement for DJCAD's Master degree show.The time of the advertisement should be 1-2 minutes maximum.
4.Make a poster with illustration style for Master degree show.

Expected Outcomes:
1-2 minutes animated commercial and a poster for Master degree show.Both of them should have unified theme and purpose.

Key Challenges and Issues:
To what extent can animation media convey the informations concluded in illustration media?
Could animated commercial with illustration style deliver same effect of illustration?
Could animated commercial with illustration style attract audience and make profits more effectively?
Shortage of experiences in 3D animation production.

Schedule:
December-January：
Study out two or three versions of script,deliberate the direction of pre-production with client.Ensure the settings in earlier stage are correspond with the market demand and public aesthetic.Analysing the market demand and defining the target audience at the same time.Interviewing target audiences and producers to get some feedback.

February：
PRE-PRODUCTION
Concept art
Storyboard
Character design
Animatic

March-June
PRODUCTION
Modeling
Animation
background design
Lighting

July-August:
POST-PRODUCTION
Compositing
Editing
Visual effects
Music&Sounds
Making poster with illustration style


Objectives of the commercial:
- encourage general public to attend the show to find out what our masters students do.
- encourage art collectors to attend the show and purchase artwork.
- encourage employer and industry members to attend the show and recruit Masters graduates.
- promote DJCAD as a creative hub at the heart of the University of Dundee.