MINDLESNESS
Digital Animation
18 Seconds
2018
Short animated advertising which had the purpose to present a service that would assist people with stress and nervous breakdown problems, through psychological help and assistance. This was all presented through a short story that focused on the balance of architecture and the balance of mind.
INTRODUCTION TO THE VIDEO
This was the project I created for the third week of the weekly commissions. For this task, we had to produce a 15-second video advertising a course teaching mindfulness, keeping in mind that the video would have been used across a variety of social media platforms. We were also allowed to use any format we saw fit, from animation to live to record. Since we had one week's time to create a complete 15-second video, I decided to use computer animation, because I already had some form of experience in the field.
TECHNIQUE USED FOR THE ANIMATION
Instead of using the iPad however, I used Adobe Illustrator due to the additional features such as vectors and implemented text it offered, which allowed me for additional enhancement of the base animation. I began by undertaking brief research in order to find all possible imagery associated with mindfulness and came up with a little cartoon revolving around the concept of mind and body balance.
STORY OF THE VIDEO
The story I developed revolved around an average "Joe", as he inevitably fails to balance himself on the tip of a pyramid. The animation then presents the issue of the main character lacking a connection between mind and body, proceeding to then introduce the solution: "Mindlesness", the course that teaches mindfulness. The name was created by merging the terms mindfulness and wellness, literally meaning wellness for the subjects' mind. After introducing the course to the video's viewers, the animation would then focus again on average Joe who, after having undertaken the mindfulness course, is seen as he easily stands on an upside-down pyramid perfectly balanced on another one. The video ends with re-stating the course's name and motto.
FINAL DETAILS AND CONCLUSION
For the aesthetic aspect of the video, I used a style and color scheme which brought out the ridiculousness of the video's setting but still managed to keep the message understandable for as wide an audience as possible. In conclusion, despite being given a relatively short amount of time to develop a full-fledged video on such a specific subject, I believe I was able to create a product that delivered the intended message through a merging of imagery and peculiar designs.