VP Feedback + Video Development
ANGUS FEEDBACK
- eye catching, cool type
- committed to a style
- angular gradient feels less developed than the type
- this could be developed in a more interesting way if there was time, rather than it feeling like it has just been taken from a program
- you would think about: how do I make a custom gradient?
- experimental video of moving angular gradient should be made properly and used as it creates the connection between the gradient choice and the subverted menopause time stereotypes imagery
- even if the video isn't amazing submit the video anyway as it allows way more content than images
- animations are important, gifs can be used on top of celebrity mock celebrity posts to create the idea of real moving images
- look at it like a brand film
- clips from films of stereotypical menopause women are good highlights to show why this campaign is important and how things have progressed and should progress more
- show how it would be a really useable campaign and be applicable to real life
VIDEO DEVELOPMENT
Celeb Insta Videos
> Background with Foreground post image perhaps too complicated
> Add additional angular gradient to create distinction between two layers?
> Could be simpler still
> Take away background image of insta page
> Does this take away the realistic feel of being on instagram and looking at their posts?
> Simple more effective despite perhaps feeling less realistic
> Easier to understand what you're looking at, less text and small details for the viewer to focus on the image
> Comments chosen specifically from Beyonce posts that would be appropriate and reflective of a real me_no_pause movement
> Background angular gradient in logo identity colours creates greater identity presence within video when these can be added (more reminders to viewer on the identity and therefore creating a more memorable movement)
> As with instagram post designs the gradient changes between each celeb post to create a sense of movement and time
> Gifs used on top of each post should be representative of what sort of gifs and aesthetics these celebs would normally go for
> Sparkly unicorns for Gwyneth would feel unrealistic and therefore be less effective
> Gwyneth = health, serif type, simple
> Obama = fun, playful, bold
> Beyonce = powerful, women orientated
> Stock imagery and videos can be used as a way to include real people footage and therefore create a strong instant connection to viewer on the topic instead of just design based visuals
> Difficult to find any poc and non cis-women footage of older women on free stock sites which is frustrating as this is an essential element for me as a designer and within the brief for inclusivity
> Footage that makes the viewer observe a woman in slow motion feels inspiring, this could be initial imagery to make that connection to viewer
> Recreation of moving angular gradient behind logo
> 1920x1080 format for video
> Will be longer and looped for introduction into movement in video
CLIPS FROM TV AND FILM REFERENCES
Naked Attraction
Early Menopause - "I want to show the world that women after menopause can be sexy"
> good clip to show someone real talking about early menopause
Gwyneth Paltrow - Menopause
"society does not present us with enough aspirational menopausal women"
> good clip to show celebrities involved in discussion
That 70s Show + Family Show
"if you're asking for a fight you're gonna get one" (crowd laughs)
"I'm not really sure what menopause is" (crowd laughs)
> Important references to tv where menopause is used as the punchline in episodes of sitcoms and is completely misunderstood or negatively perceived
CHANGES
> Should add in clock stock images rather than crowd stock footage as the crowd to represent how many people have menopause feels uninteresting, doesn't add anything
> Clocks should be presented to make the connection between the movement identity's moving angular gradient and menopause negative stereotyping
> Music behind naked attraction clip doesn't work with flow of script audio and other laughing track shows used as references, cut this
> Joely recording at 2.05
> Beginning of script needs to be cut down so that the solution and branding side of things can be introduced earlier on
> Gwyneth clip cut
> Script written rushed in end process and reflecting now it should have had less of an advertising feel at the start with facts and more about the design concept and why the movement was given this identity
- Video has disconnect between first half and second half, first with stock footage and script around empathising with menopausal women and facts, second with design strategy, branding, instagram and website
- Needs to be brought together in style
- Type used at start to overlay stock imagery?
> Could be even more type powerful?
> Type at beginning should reflect however the sense of alienation, feelings of being discarded and the subject as taboo, with stroke no fill (emptiness), condensed thin weight letterforms (pushed aside, feeling small, unimportant) etc.
Need to ensure this type choices doesn't reinforce this divide between the two sections, still needs to be unified
> Joely script "too many people are unaware of the impact menopause has on individual's lives"
> Need to fill this space with visuals before that 70s show 'I don't really know what menopause is'
> Symptoms??
> More elaborate type could be used on symptom text to represent these eg. organic flowing letterforms used for sweats, reflective of water
Design Section
> Addition of smashing clocks videos, going back to initial concept of why the logo was made this way, why the direction took this path
> Rather than clips following on from one another, layering could imagery will keep the identity, colours and angular gradient consistently in the background
> This layering effect could have been taken more at the beginning of the video as well in reflection which would have been more interesting and more my style
> Stock footage found of woman with clock really useful with script point on celebrating menopause, emphasises women reclaiming the negative stereotyping of 'running out of time' and 'being empty'
> Portrait format allows more experimentation with layout and layering = Repeat this video across the landscape orientation?
> Presentation of instagram and website in as realistic formats as possible for professional quality
> Background consistent
> Insta and Website recordings are all too long (over minute each at least), and being at the end of the clip how to fit them in without cutting down the first half more?
> Speed up Videos? Will fit in more of videos rather than cutting and will ensure interactions with each part is shown
> Appropriate gifs for each person
> Started off with too many text gifs, which makes it hard to navigate for viewer on which text they should focus on
> More visual gifs, and less gifs in general as don't want to take away from the main written boards they hold and the movement hashtag
> If I had time I would go back and resize the squares of the celebrities so that the gifs could be placed in the image in a more balanced way, with less of a squeeze to fit them in
End script
"Everyone should get involved "
Celebrity images already used, good opportunity to pull in the other women pictures to show viewer that they should engage too, just like these other people
> Should officially end on the hashtag to remind them to get involved
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