Individual Report : After Effects

After Effects : Architecture Showreel of Apache Corporation

Our piece for the Apache Corporation showreel is to show the architecture product from Apache Corporation and to create a motion identity for the company. It is a new building for Limkokwing University London in future propose in the future project by the Apache Corporation. “A growing organism create disposition to enquiry “is the concept of this projects. The first things come to my mind is Green. The environment now days is getting worst specially pollutions everywhere. So, Going Green will be my main subjective of this showreel.

Research : Mekanisim: “let’s Green the city” http://www.youtube.com/watch?v=IuKz2bAFZn8

From my research of design, I am inspiration from a motion graphic entitled “Lets Green the City” by Mekanism. It is a big environmental awareness initiative from Pacific gas & Electric or PG&E for all the locals. One of my favourite is the one about solar power. The pacing is snappy, the writing is clever and the hybrid visuals are fun. The designer using the nature recourses like sun, tree, grass, animals, river, and others elements of nature to compose into this short video. Solar power from sun goes through different objects to another and back to the nature, and there is a clear message sent to viewers.

For me, it might not an advance or high fashion of motion graphic design and motion. I also knew that the danger of making something look old on purpose is that it can just look bad, especially in the new competitive technology era now days, but I am trying to add on some elements to make it interesting.

In this project, we are going to animated and build a 3D model for the new building in 3D Max for Limkokwing future projects. So we can show how this building is is build from different angle and how the building going to look like included the interior. Me and my group mate working together with architecture department of Apache Corporation to understand this building well and the way to build this new building in London.

Going Green to Nature, so I will use natural green objects likes tree, leaf, and grass as my main graphic in this showreel. Associate the concept of this project, using the natural scene, trees are all growing out from the ground just like a building start building from the basement from ground to the top. With this, I am trying to compose to the showreel and lead to the building and end with the ident of the Apache Corporation. The main color for this showreel will be using the natural color like green, light blue and others soft nature colors.

Our idea was that this showreel will start from a big field with grass and trees starting to grow accordingly and lead to the construction place for the new building. In between the motion, there are some titles to show on screen like “Going green”, “growing organism create disposition to enquiry” and some message for viewers.

Once we had combined our inspiration with our storyline, I and my group mate began the tasks of pre production. 3D modeling was done, storyboards and rough animation started as well. After animated the 3D building model, we had put into Adobe After effects for motion editing. Things changed for better every time we edited and rendered. Besides all of the animation and compositing, the hardest part for me was corporate the motion graphic with the company ident. However, keeping with the same concept for this project, things overcome and a 60 second company show reel had done.

As a beginner in motion graphic, I am trying to do from basic movement in production and learn as much as we could about some techniques in after effects for better production in future. Besides designs matter, from my researches, i realize that motion graphic now days is getting common and becoming one of the important media especially in advertisement.

Advertisement on Televisyen or online is mostly done in motion graphic or special effects video design elements. A good and attractive motion graphic manage to attract people to view them and read the message or information that trying to send to people. That’s why there are many companies are all creating thier motion identity and showreel of thier company now days. I am getting interested in this motion graphic and typography design.



References
Mekanisim: “let’s Green the city” http://www.youtube.com/watch?v=IuKz2bAFZn8
Motion Grapher , http://motionographer.com/page/6/, 13 May 2008
Motion Design , http://www.digicult.it/en/category.asp?cat=motion+design, 13 May 2008
After Effects – Articles and tutorials, http://www.mographwiki.net/After_Effects#Articles_and_Tutorials, 14 May 2008
Motion graphics, http://createdigitalmotion.com/tag/motion-graphics/, 14 may 2008
Motion Graphics, http://cybmotion.com/tag/motion_graphics/, 14 May 2008-05-16
Digital Media, http://digitalproducer.digitalmedianet.com/
Media Spy, http://www.mediaspy.com/