Focus: Motion Design, Copywriting
Team: Project completed with Laura Nguyen & Zoe Ratcliffe
My Role: Concept, scriptwriting, colour and visual style, character illustration, animated textures and cube.
Segments produced: 0:24-0:37 / 0:38-0:44 / 0:54-end
The Creative Futures campaign serves an eye-opening realisation to school teachers and parents who are skeptical about the value of the Arts: Tomorrow's working world depends on creativity.
Many respected white collar jobs face elimination within the next 15 years due to the implementation of AI and automation. Thus, having creative and soft skills will be vital. By highlighting the potential for future shortages of these skills, the campaign challenges the pressures students face to abandon creative subjects for academia.
The array of pulsing colours and textures showcase the vibrancy, dynamism and unbounded possibilities of the UK's arts industry.
Using art tools, I created textural sounds to further enrich our animation. These added extra emphasis to our motion sequences.
In rich discussions with students and artists, parents and school staff were frequently cited as sources of misconceptions and discouragement around pursuing the Arts. We identified the concerns that fuel these misconceptions, and addressed them with logic and reason in the Creative Futures campaign.