Create and justify a planned animation (M3, D2)

 Learning Outcome 3: Be able to create a planned animation 

M3: Optimise the content for use in the final animation 

 Exporting High res

I first exported my animation as a .mov file. I used this file type because it is very convenient; as it can hold different media elements, including video and audio, I can easily edit the files if I need, avoiding the need to rewrite it. As seen in the two pictures, it has been exported to a high resolution (4096 x 2048), making it beneficial for uploading onto streaming platforms, such as YouTube or Vimeo. Such platforms will stream it with the high quality of video and audio that it was exported in. However, as the resolution is so high, and takes up a lot of space on devices to download, it would be best to use this file on computers, not smartphones or tablets. For example, it would be fitting to play this version at the ZombieFest in the background whilst the other activities are taking place. Similarly, if Brain Goo decide to expand this advert to stream on television, this format would be suitable.

Exporting Low res

After this, I exported the animation as an .mp4. It has similar advantages as the .mov file type, such as how it holds different media elements. However, I changed the codec to H.264. This keeps the high resolution, but compresses it to a smaller file size. Additionally, I removed the movie clips (of the tubes arriving). This is so the area of change in each key frame is limited. As the movie clips take up much more size, making the animation's files in as small an area as possible enables the overall file size to decrease. This is reinforced by the lower codec; H:264 is a suitable codec for compression and video encoding as it is the most popular codec for playback, over the web and a wide range of devices, such as smartphones. As it is such a common codec and a small file size, it can be shared on social media platforms, allowing a mass audience to view it and engage with it. For example, Brain Goo can post the animation to their Instagram account, and fans of zombies may see it, and decide to attend the march. Furthermore, fa can share it on their own social media, further promoting ZombieFest. This fits the purpose of this animation, which is to promote and entertain. 

Within my animation, I used vector images to have a high quality throughout. However, upon reflection, I could have used bitmap images to lower the file size, whilst having a semi-high quality animation This would make the images more pixilated when zoomed in.

D2: Justify the choice of animation technique for the frame rate and duration

My animation was digitally hand drawn, frame by frame. This allows for very custom movements and characters. This also means the drawn characters can be placed onto the backplates easily, fitting the brief as it is set in London, where the march takes place. The frame rate for my animation is 24 frames per second (fps). This refers to the speed in which the images are shown; this gives the effect that the characters are moving naturally and on their own. Moreover, this is a standard rate for animation, making it suitable to be shown on a mobile phone app, or for TV and cinema viewing. 

As the animation totals to 48 seconds, the viewer's attention will not be deferred, and they will focus on the narrative and festival/march that the advert is promoting. Although it is a short video the message has clearly been portrayed in that time. This is because the zombie characters reinforce the message and intention of the festival, and the story line is amusing, making viewers want to keep watching until the end, where they see information about the festival. The short duration supports the low quality file, which is beneficial as it can be played on a range of devices, but also supports the high quality file, which allows for it to be played on devices which can hold a lot of storage. Overall, the timing of the video is very suitable for the target audience, as it gets the message across quickly, and does not take too much time away from their busy schedule. This fits the explicit demand of the brief, which is to "produce a promotional animation".

Debug Chart

The debug chart I completed above evaluates the common technical problems that could have occurred in my animation. For example, making sure the animation doesn't lag anywhere, if so, what I should do to fix it. This meant I was able to ensure there were no problems with my animation before uploading it. Luckily, all my tests that I checked had the expected outcome. 

User test plan

For my first user test plan, I had Mrs Socrates view the animation. She filled out the test plan above. She is part of the target audience, given by the brief, "adult audience". 

For the second user test, I had Ben Conway view the animation. He filled out the test plan above. He is part of the target audience, given explicitly by the brief, "adult audience" and a "horror enthusiast". 

For the third user test, I had Michael Falk view the animation. He filled out the user test plan above. He is part of the target audience, given explicitly by the brief, "adult audience" and is partly a "horror enthusiast". 

Evaluation of the animation

The target audience of my animation, as explicitly demanded by the brief, is "an adult audience of dedicated horror enthusiasts". In task 2, I specified specifically who exactly this entails. The age group I have intended this to appeal to is 20-30 year olds. Moreover, the brief does not mention any specific genders, races, or ethnicities. Thus, no specific gender/race/ethnicities will be targeted. However, an ABC1 demographic will be targeted because the march is taking place in central London. As London is one of the most expensive cities in the world, prices to travel into it are substantial, and may not be suitable to those from lower social classes. Similarly, as the advert will play on a mobile phone app, it should appeal to those with enough free time to go on their phone and disposable income to have a smartphone. It will also target people who are living in London, or other cities nearby so it is easy to get to the march. 

The secondary target audience will be 10-20 year olds. This may be younger siblings, or children of the primary target audience. This is because the brief does not mention the march having an age requirement.

One way the advert appeals to the target audience is through the comedy genre. As said in one of the user tests, "I enjoyed the underlying humour". This genre is demonstrated in my animation through the unrealistic and simple narrative. The comedy genre is also shown through the dramatic facial expressions and sounds in which the zombie makes. The extreme sadness expression when the zombie is on the train and people are scared with him, to the extreme awe he is in when he sees the female zombie conforms to the over-the-top conventions of the genre. This genre appeals to the target audience as comedy allows viewers to be entertained. For example, as the age group may be going through stressful moments, such as work or starting a family, being entertained by a comedic advert acts as a form of escapism, allowing them to forget about their struggles and emerge themselves in an entertaining, comedic animation.  

The characters in my animation are clearly zombies. This is demonstrated as they have blue and green skin, ripped up clothes, and he wakes up in a graveyard. This attracts the target audience, given explicitly by the brief, "horror enthusiasts". Although the characters appeal to the age and class demographic spoken about before, it appeals to a wider mass audience as it fits the horror conventions of having supernatural characters. Thereby, a wider target audience is attracted, promoting the march further. 

Another way this animation attracts the target audience is because the target audience can identify with the characters. This is because the characters in the animation are not humans, so viewers can interpret the meaning to relate to them. As the target audience is based in cities or in London, they can also relate to getting on public transport to get around. They may also recognise the iconic landmarks; this is reinforced through the user tests I conducted, which showed me that the locations featured were "easy to recognise" and "obvious". The storyline also allows viewers to identify with the character. As he is shown to be singled out and different from everyone else, viewers may feel that they can relate to his problems and sympathise and resonate with him. At the end of the animation, the zombie finds someone like him that he can be with. This implies to viewers if they go to the ZombieFest, they can find a community of people who are like them and make them feel accepted. Thus, the purpose of the animation, which is to promote the ZombieFest march, is achieved. 

Another way this animation appeals to the target audience is through the hand drawn technique. Although it is digitally drawn and placed on to real backplates, the characters and their movements still resemble early animation techniques. The 20-30 year old target audience may have grown up in the 1990 watching the current animated movies. Disney brought out films like Snow White and the Seven Dwarfs, in which was fully completed via celluloid animation. The hand-painted cels resemble the hand-drawn technique I have used for my animation. As a result, the target audience may feel a sense of nostalgia watching, making this animation appeal to them. 

Overall, the feedback from the user tests were extremely positive. All of my expectations were met. All respondents said the narrative and locations were clear, it was engaging and entertaining, and overall enjoyed watching the advert. The one bit of feedback to take on board was that it was not that clear what exactly it was promoting until the end of the animation. I think this is okay and no changes should be made as the narrative draws in and captures the target audiences attention. I believe if it started promoting the march at the beginning, viewers would get frustrated and not stay to watch the full animation. By having the information at the end, viewers have already built a rapport with the company as they enjoy watching the advert, meaning they are more likely to trust the thing they are promoting. 

To conclude, due to the reasons I have discussed, I believe my animation is extremely fit for its purpose as it meets the explicit and implicit demands of the brief whilst appealing to the target audience. This shows how the animation is fit for its purpose, to promote the ZombieFest march and is ready for BrainGoo to use to start advertising.