Oliver evaluated their production process and technical qualities for creating an animated advertisement. According to their research, the target audience was ages 16-24 living in York interested in streetwear. For planning, Oliver created a schedule and timeline that they mostly followed. They explored new animation techniques like After Effects. Stylistically, Oliver incorporated artwork from Kaws, Takashi Murakami, Bear Brick, and Steve Harrington. Peer feedback noted the smooth animation but difficulty understanding how it advertised York, and improvements could have been made to transitions and using video footage. Oliver agreed improvements could be made to transitions, character animation, and incorporating their own photography.

1. EVALUATION
BY O L I V E R K E P P I E

2. PRODUCTION
PROCESS

3. RESEARCH
• I think I did quite well on my research to say that it is targeted to a very specific audience. I
think that I found enough information about my target audience to create a product which
was more tailored to them. I think the biggest weakness in my research was that not
enough people interacted with my survey meaning that meant I couldn’t get a good idea
on what some of my audience wanted to see. Although one thing that helped with my
research was that me and some of my friend group are the perfect target audience for this
project meaning I already had quite a good idea about how to create things which would
attract the audience. I think looking at the age of my audience helped me decide on how I
would like to show the advertisement and also the types of brands and company's in the
product. I don’t think the gander played a big role as there is nothing in my final product
aimed specifically towards men or women. Although the research was good to look at as it
showed how some streetwear brands try to target mainly men and some target mainly
women. I think looking at the location and income was an essential piece of research and it
really helped me with some of the decisions of my final product. This is because it helped
me pick recognizable parts of York for my real life sections which would be hopefully
recognizable to people who live in and outside of York. Knowing the income and class of
the audience meant that I knew what shops and brands to put into my advert knowing
what the audience most likely will and wont pay for. Overall I think that my research was
more than enough for me to create what I created although I think more research wouldn't
have done any harm and would have helped me get a bit more specific towards the
audience.

4. RESEARCH
• One of the weaknesses of my research was trying to find specific data of people in the
streetwear community online. Although I know most of the ages and ganders of
people interested in streetwear, I didn’t have any proof found online. One thing I
found it hard to find was the income that the audience had. Instead because my
audience was 16-24 I had to research more into the income of an average person from
the ages 16-24. it would have helped with my final product if I had known a little more
about the specific audience but I found it quite hard to get very specific unlike my First
year FMP which was a bit easier. If I could get this information I think it would have
made my final product look a bit different. Some things which would change are the
certain shops which are on the window which smashes and probably the overall
aesthetic if I could find out more about the genders and age.

5. PLANNING
• I think my planning went quite well as I managed to get everything done in time
because I created a schedule and managed to stick to it. I think one of my strengths
was my time management as I had everything under control and I knew when I had to
have things completed by. I managed to finish a little before the end of the deadline
so I decided to make some additions to my animation. I think the reason I had time
spare at the end was partly because I already knew when and how I was going to do
everything due to me schedule and storyboard analysis which meant I knew what to
make and do for each scene.

6. PLANNING
• Another strength in my planning was that I managed to stick to my plans 100% and
even had spare time at the end to add new bits to my final product. Because I had the
extra time I decided to add a small section before the video to add a little bit of a
teaser and dues ex machina as it starts with a bit of action and also foreshadows what
is going to happen later on in the animation. One of the weaknesses of my planning
was my visual planning as I didn’t do any. My reasoning behind not doing any visual
planning was because my project changes around and never really stays on one image
or scene for a long time, this would mean that I would have to create a lot of visual
planning. Another reason is because I would have to draw out each aspect of my visual
planning which would take a long time and then would be directly transferred into my
animation as most of the visuals and ideas are original. I also think that I could have
given a bit more information on the music I was using and also the reasons behind
them. I would have added more if there were more substantial results from my survey.

7. TECHNICAL QUALITIES
• I started to explore quite a lot of new and different styles and ways of animation and
how to animate. I think that I learnt quite a bit of new methods and software's with this
project. One new program I learnt was After Effects. Before this project I had never
used After Effects but I used it a couple of times during this project. The reason I chose
these parts to use After Effects for is because the movement I wanted to do contained
rotations which means creating a new layer for every part of the rotation on
Photoshop which makes it a lot easier to do on After Effects as the shape can just be
rotated.

8. TECHNICAL QUALITIES
• Some other technical quality were the types of transitions used during the animation.
Some cut straight o and from black and some faded but my best two transitions were
a little more technical than the others. The first was a transition of a character from a
tree to a boy. The way I did this was just by creating the first and last frame of how I
wanted the transition to start and finish, this is called key posing. I then created a few
frames for in-between so that the animation looked a lot more smooth instead of
being a straight cut this is called blocking and splining. I think in the final piece in the
animation it looks good. Another transition that I created was a match cut. The way I
created this was by matching the last frame of one scene to the first frame of a new
scene. I chose two objects which looked similar and made them cut in a similar
position so that the flow of the animation felt more natural instead of jagged cuts
between each scene.

9. TECHNICAL QUALITIES
• Another technical quality was the use of 3D illustrations in Illustrator which helped me
get the effect of the 3D ball flower at the very start of the animation. Because the
animation is mainly 2D and the rest of the flower is 2D it is hard to tell but it was
created by using the 3D revolve tool and adding my own face mask to it. I then used
the rotation tool to make the face spin around a cylinder and I removed the parts that
were transparent around the back of it. I learnt this from a YouTube tutorial and even
though it is hard to see that it was done with a 3D sphere I think it helps showcase a
bit more technical skill and its something I have learnt throughout this project.

10. TECHNICAL QUALITIES
• For this project every single aspect of the animation was drawn by hand on Illustrator. I
tried again with the graphics tablet but it still seemed a bit unnatural and was harder
to get the hang of and I realized that I could get more precision with the mouse. The
reason I use Illustrator instead of Photoshop to create my characters and text is
because it is a lot easier to get smoother lines and the point of the whole program is
to create drawings so the tools are more suitable for creating drawings. It also allows
me to create custom brushes which can be see in almost all of the aspects of the
animation. The reason I used these brushes is to add a bit of authenticity and
originality to the style of art and animation. To create one make the shape you want
the brush to be, set it as an art brush with tints and shades and then select and draw.

11. AESTHETIC QUALITIES
• I used 4 different artists styles in this animation and then used my own generic animation style, the four
artists were:
• Kaws
• Takashi Murakami
• Bear Brick
• Steve Harrington
• The four art styles are quite different, but because I mixed them with a simplifies more generic cartoon
aesthetic I think they work a bit better together. If I were t have more time to refine and improve my
animation I would probably add a lot more detail to the characters and aspects I already have instead of
adding new sections. This is because I think a little bit of artist crossover would be nice and if I could merge
some of the excising art styles into the current animation it would be a lot better. The main reason I chose
these is because they are all streetwear artists but the reasons I chose these 4 specific artists is because I
knew that there art could be easily transferred into a moving animation and they all had quite a cartoon
style. I think these four brands are the perfect four to represent the streetwear culture because they are all
quite vibrant and happy, and most importantly they work in the animation.

12. AESTHETIC QUALITIES
• The colors I have chosen n the animation have been used purposely to help keep the story
moving. The animation starts off black and white and as soon as color comes in the
character dies. Its not until after this where the colors seem to be going crazy but the colors
were chosen like this with reason. For example the reason I chose the spinning Bear Brick to
be orange is because there was not much orange in the background and it represents the
sun and the light within the dark after the death of the character. It also contrasts to the
part at the end of the animation where it becomes night and the other artists creation takes
the form of the moon. The colors also represent the music which is playing, as the slow hip-
hop music plays at the beginning of the animation, the colors are black and white and
things move slightly slower and seem more relaxed. In contrast to when the song changes
up and becomes faster and more upbeat. This is when all of the colors start to literally pop
in and lighten the mood of the overall animation. This is supposed to be a direct contrast to
the start of the animation.

13. AUDIENCE APPEAL
• Some parts of my animation which include audience appeal would be the music as on
my survey the results were techno dance music and when looking deeper into
streetwear forums and on Reddit I found out that a lot of people who are into
streetwear listen to hip-hop. For example if an advert is playing in public or on a
television and a song you like the sound of comes on it will most likely make your see
where its coming from and/or watch the advert. Some more audience appeal in my
product comes from the mascots or main art pieces by the artists, these are globally
notices as Hypebeast and streetwear art pieces. The main reason I picked these is
because they are 4 of the most iconic characters or artists creations. The way I have
tried to attract the specific location of my audience was by using well known places
around York, such as the minster and the river. This will let people who live around
York that York is another place where they can come if there into streetwear and
clothing instead of going to other local places such as Leeds and Hull where the have
quite a good range in streetwear shops.

14. DESIGN
• I think that the color schemes I picked worked quite well overall. Even though in some pars
of the second half it seems as if there is no color scheme, there are still meaning and
reasons behind most of the color. For example the first half is dull and monotone which
sets the mood for the death which takes place. I think the photography that I took and the
images I used work well with the product. None of them have any specific meaning behind
them but they are all recognizable places in York just to make the advertisement feel a bit
more personal to York. Although the fonts did have a little bit of meaning and more
thought behind them. Although not using the second text I used the first one on the glass
window which shattered. The reason I used the first font is because it has sharper edges
and I have tried link it to the sharp glass which shatters in this scene. I used the third font
on the tombstone to show ”The Norm” melting away and dying. It could also be seen as the
rain washing the text away.

15. CLIENT NEEDS (MEDIALE)
• I think that this project suits the needs of the client brief. The main reason I think that
mine can relate to the mediale is because it is quite a creative and arty idea. I feel like
since I have created an animation, I have more creative freedom to create whatever I
want and make it look however I want within the brief. I think I managed to stick to the
brief although the advert is hard to tell that its about streetwear in York until the end.
Also if your not into streetwear I think it would be hard to notice and be familiar with
because although the artists I have used are 4 of the biggest in the business, they are
still not the most well known to the general public. This is why I made sure that I
picked a very specific audience to target. One of the weaknesses of my project
meeting the clients needs is the fact that it is quite hard to spot that it’s a
advertisement for York unless you know the shop names and the images of the
minster. To try combat this, I decided to pick the location of the minster and river so
more tourist type people and others who recognize the images will know its an advert
for York.

16. PEER FEEDBACK

17. FEEDBACK 1
• What did you like about the product?
– I really like a lot of the really smooth drawn animation. It is impressive
–
• What improvements could have been made to the product?
– I have no idea how this is supposed to attract people to York or what is even happening.
– There is some of the drawn animation of the person looks too rough and just doesn't’t look
right,
– Might have been better to use video footage instead of still frames to make it look more
alive. Certain cuts could have been better to blend it all together.

18. FEEDBACK 2
• What did you like about the product?
• I like that you tried to use different angles of lighting at the beginning but it could be continued further into
the video.
• The music fits the visual style and what you’re advertising
• Animation runs really smoothly when the petal falls
• What improvements could have been made to the product?
• The zooms in through the doors and windows don’t move very smoothly and potentially going to get your
own photography or film of the minster and river might help, as the static images are an odd combination,
• The transitions between the moon, flower, mouth scene could transition a bit better

19. FEEDBACK 3
• What did you like about the product?
• I really liked the cartoon window with all the different stores in it. It presented the information in a much
more interesting way instead of it just being a boring list of text.
• What improvements could have been made to the product?
• I felt that the flower at the start and stars were popping up on screen lasted a bit long and could have been
made a bit shorter.

20. FEEDBACK RESPONSE
I agree with the feedback from the first response as I can see where they are coming
from saying that its hard to see how it is an advertisement for York. Although this does
help me back up the fact that I have aimed for a very specific audience and potentially
found a niche in the market. I also think that making the still images videos would have
ben good, I didn’t think about that during the planning stages but if I could go back and
re-do it I would change that. I think it would give it a bit more fluidity instead of the
animation seemingly stopping and starting.
I also agree with the comments from the second and third people. I think that the
transitions between the moon and flower could be a little more natural. I think to
improve it instead of a fade I could have done a morph like I did for the tree to the boy. I
also think that it would be better with my own photos so there not as pixelated or as the
first person said some videos.
I also agree with all of the positive feedback although if I had to go back and re-do it or I
ad more time. I would improve the walking animation, take my own videos of the river
and minster and I would edit the last scene with the moon to be more smooth flowing.