Skills Brand Design, Motion Design, Video Production, Typography
Team Sam Rauch
Animated PSA Video
This video is built to be shared on social media. The typographically-driven message comes across even with the sound turned off, and the square format makes the video optimized for Instagram (at the time of the project’s creation in 2022).
T-Shirts
These shirts would be handed out at school events and assemblies to let students interact with the video’s message in a hands-on way. The shirts are plain white, letting students customize the shirts as they please to fit their personalities.
Sticker and Tattoo Sheets
These stickers and tattoos encourage students to spell out out how they see themselves on their bodies and belongings, embracing their individuality in a playful, low-stakes way.
Process
To create the script for the video, I “remixed” an existing PSA video, taking phrases from the script of another video and rearranging them into a new message. I worked with a late 1940s educational film that encourages kids to make friends by copying their peers’ behavior and doing their best to fit in.
For the visual system, I created a playful identity that primed kids to interact with the campaign in a joyful and low-stakes way. To balance celebrating eclecticness with maintaining a cohesive identity, I worked with a restricted palette of colors and typefaces, which offered me a huge variety of combinations that would always feel visually related when assembled.
Having something the kids could physically engage with, I determined, would make the message concrete. This guided me to create handouts that, rather than something in its “final state”, like a pencil or an eraser, afforded interaction and customization.
Brainstorming visual styles by personifying lines of dialogue from the 1940s PSA whose script I Frankenstiened, cutting apart and rearranging into a new script with a new message.
I kept the the visual style cohesive by creating a style guide with only typefaces and colors, letting me celebrate eclecticness while ensuring the animation felt cohesive from shot to shot.
©Sam Rauch 2024