The document is a proposal for an animation project titled "Golden Way" aimed at teenagers and young adults. It discusses the target audience and rationale for choosing this demographic. Character designs will appeal to both males and females. The project will not focus on any specific social class or ideology. It will appeal to those interested in animation, adventure stories, and include diverse characters with varying backgrounds and abilities. A schedule is provided outlining weekly tasks from initial research and planning to production, evaluation, and development.

1. Proposal
1
Working Title: Golden Way
Audience:
My animation going to be primarily targeted towards teenagers and young adults (15-25 roughly).
I decided to do this because according to my research on target audiences, my style of animation
as well as what occurs in my story would be most appealing (and suitable) for people in this
demographic. Furthermore, due to being heavily inspired by models and abstract clothing, my
characters tend to boast flamboyant and peculiar designs – something which is more likely to be
accepted by younger people.
Whilst my style of story and opening would stereotypically be targeted towards males, I don’t want
to limit my target demographic. In order to accomplish this, I have focused on making appealing
character designs for characters of both sexes. Furthermore, I have included multiple characters
from both sexes in both major and minor roles to ensure that the cast is diverse, and thus won’t
leave either sex feeling that the show isn’t directed towards them. This will be shown in the
animation that I plan to create (as well as the other media I am planning). From my research I have
found that people typically aren’t bothered about the sex of the protagonist, meaning this will have
no major impact on my target audience.
I believe that my project will not adhere to any specific social class, as the characters that appear
are diverse in their backgrounds. Additionally, there is nothing shown that specifically adheres
towards any ideology that would affect class viewership.
My project will adhere towards multiple psychographics. This is done by both the fact that my
project is focused around animation as well as the contents of said animation. For example, by
being a piece of animation my project will appeal to people who are interested in the area of
creating animation themselves. Furthermore, due to what the project is about, people who are
interested in adventure stories will likely enjoy it. However, there are certain psychographics, such
as people who like romance, that my project will not particularly appeal to as I have no plans to
include romance of any kind. Whilst the fact that my project appeals to multiple psychographics is
good in certain ways, such as increasing my potential audience size, it also has its negatives.
These include having to make sure each demographic is frequently appealed to.
I can add specific things to my project to ensure that these demographics are satisfied. For
example, to appeal to people who enjoy adventure, I can include images of conflict and of peculiar
things. However, I feel that my work already has many of the required things that I will need, as I
have ensure that my characters have many different backgrounds, personalities and ailments. For
example, my main cast includes people of varying wealth, of different ethnicities and I also made
sure to include disabilities in my cast. A major focus of mine will be to ensure that these aren’t
particularly hidden in the work that I create. Whilst I feel no need to especially elude to wealth, as it
isn’t particularly important for what I am creating for this project, disabilities such as paraplegia are
physical ailments that are obvious to see. Not showing this would not only take away from what I
can have to appeal to certain demographics, but would also be disrespectful to people who share
these aspects.
Rationale (approx. 100 words)
In college, I have worked on two animation projects – one at the beginning of the year and the
other just before this project. By comparing the two, I can see how much I have improved
throughout the year as well as what skills I can implement into my FMP. On top of my work in
class, I have also dedicated a lot of my free time towards improving in my still art work as well as
my animations. By doing this, I have also gained a better understanding of how to use Adobe
Photoshop. Furthermore, the majority of my projects throughout the year have utilised Adobe
Premiere as an editing software, which I have also gotten better at using.

2. Proposal
2
Project Concept (approx. 200 words)
My project will include:
 A short animation designed to be an opening for a show
 Posters created with the intent of intriguing people towards watching the show
 Concept Art/Character Sheets
 Box-Art
I plan to create a short animation that will act as an opening for a TV show of my own creation.
This opening will focus on character portrayal and visuals that not only have a deeper meaning,
but also sync up with the music. I plan to utilise vivid colours to not only make the video visually
appealing, but also to provide heavy contrast between different characters and figures.
Additionally, a focus on colour will allow me to add more meaning to the characters’ designs.
For my posters and box-art, I will focus on creating visually appealing and intriguing artwork. Due
to this part of the project involving still art rather than animation, I can add more detail to the
drawings.
My concept art and character sheets will work similarly to my posters, but will instead focus on
individuals rather than groups. I will also had short text to give information on said characters.
Evaluation (approx. 50 words)
In order to ensure I can put as much reliable thought and detail into my evaluation, I will create
weeky reflections for each section of my Pro-Forma as I complete them. Additionally I will crete
daily reflections looking over what I did in my production. I plan to gain outside opinions of each
section via interviews so that I can gain a better understanding of my strengths and weaknesses.

3. Proposal
3
Schedule
WEEK OVERALL PLAN SPECIFIC TASKS
1 Initial Response +
Proposal
 Initial Reactions
-Thoughts on FMP
-What I plan to create
-Consider strengths +
weaknesses and what
I can do to resolve
them
 Mind Maps
-What features I could
include in my work
-Organise each
section clearly
-Create a mind map
for both my animation
and for my still art
 Mood Board
-Create multiple mood
boards for inspiration
on backgrounds,
already existing
creators and
art/animation.
-Create in depth
analyses for each.
-List key inspirations
and detail how each
will influence my
project.
2 Product + Audience
Research
 Reference existing
products
-Animations
-Clothing
-Show Openings
-Music
 Analyse research
-What?
-Why?
-What now?
 Audience Research
-Create a survey
-Thoughts on
animation?
-Genres they like?
-Memorable
advertisements?
-etc.
 Survey Analysis
-What do my answers
say about my target
audience?
-How can I appeal to
these people?

4. Proposal
4
 Primary Research
Survey
-Interview people
face-to-face
 Analyse answers
 Research Evaluation
-Compare answers
from primary research
to online survey’s
answers.
3 Production Experiments  Experiment with
different animations
-Body Movements
-Backgrounds
-Clothes moving
-Animation styles
 Experiment with
character designs
-Colours
-Clothing
-Shapes used
 Experiment with audio
-SFX?
-Backing music
 Analyse Experiments
-What was and wasn’t I
happy with?
-What will I incorporate
into my final piece?
-What changes would I
make?
-Why?
4 Pre-Production and
Planning
 Proposal
-Create a title for the
project
-Research audiences via
surveys and interviews +
how I will tailor my project
towards target audience
-How my progress
through the year will
influence my FMP
-Describe the concept
behind my FMP
-Plan an evaluation
-Create a schedule to
organise my timetable
 Pre-Production
-Create potential
layouts for my still-art
-Storyboard my
animation
-Decide on colour
scheme

5. Proposal
5
-Describe and
prepare all equipment
-Create a contingency
plan and describe
how I will counteract
any issues that may
arise.
-Create a health and
safety plan + how I
will prevent any
accidents
-Decide on what
audio I will use
5 Production  Continue animating
-Follow steps laid out
in Initial Plans
-Focus on creating
the outline and adding
basic colours
 Weekly Reflection
-What have I done
today?
-Thoughts on work
produced?
Plans for what to do
with it next?
6 Production  Continue Animating
-Begin to add more
detail to what I have
already created
-Ensure that the bits
that I have created
can flow smoothly into
each other.
 Continue to create
more still-art
-Posters
-Box-art
 Weekly Reflection
-What have I done
today?
-Thoughts on work
produced?
Plans for what to do
with it next?
7 Production  Finish animations
-Prioritise over still-art
-Ensure animations
flow smoothly
-Finish adding extra
details
-Add movement to
backgrounds where
appropriate
 Weekly Reflection
-What have I done

6. Proposal
6
today?
-Thoughts on work
produced?
Plans for what to do
with it next?
8 Production  Finalise animation
-Edit different pieces
of animation together
via Adobe Premiere
-Ensure animations
sync up well with
music
-If I choose to add
SFX, ensure they
sync up with the
appropriate visuals
 Finalise still-art
-Refine artwork
-Display appropriately
 Weekly Reflection
-What have I done
today?
-Thoughts on work
produced?
Plans for what to do
with it next?
9 Evaluation  Evaluate each section
of Pro-Forma
-What I did
-Why?
-Any changes that
occurred through the
project
-Any issues that
appeared
 Evaluate production
-What did I make in
the end?
-How was this
different from my
planning?
-Why?
-List positives &
Negatives
-Compare to real
products
-Evaluate how it
appeals to target
audience
10 Development +
Contingency
 Refine what I have
already done to
increase its quality
based on tutors’

7. Proposal
7
comments
 Ensure everything is
finished
Bibliography
At least 7 sources total and should include books, videos/films/video games, magazines and
newspaper articles etc.
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Color. Available: https://www.smashingmagazine.com/2010/01/color-theory-for-
designers-part-1-the-meaning-of-color/. Last accessed 28/03/2019.
2. Rikard. (2015). he Psychology of Color: A Designer’s Guide to Color Association &
Meaning. Available: https://zevendesign.com/color-association/. Last accessed
28/03/2019.
3. Bilyana. (2017). How to Convey Character’s Personality Through Shape, Variance and
Size. Available: https://graphicmama.com/blog/conveying-characters-personality/. Last
accessed 28/03/2019.
4. Riki, J.K. (2017). Character Design Practice: Shapes. Available:
https://www.animatorisland.com/character-design-practice-shapes/?v=79cba1185463.
Last accessed 28/03/2019.
5. Grigg, A (N/A). Photoshop Animation Techniques. Available:
http://www.alexgrigg.com/pages/photoshop-animation-techniques. Last accessed
28/03/2019.
6. Scekic, I. (2016). Photoshop tutorial: Shading techniques to add colour, highlights
and shadows to artwork. Available:
https://www.digitalartsonline.co.uk/tutorials/photoshop/shading-techniques-colour-
highlights-shadows/. Last accessed 28/03/2019.
7. Leigh G. (2018). Our Guide on Digital Shading for Beginners. Available:
https://blog.123rf.com/guide-on-digital-shading/. Last accessed 28/03/2019.