Project Brief/Concept:
Create one 30–45-second motion sequence using animated typography and images to tell the story of a song. I chose to do “White Walls” by Macklemore and Ryan Lewis.
Audience:
Twenty-somethings
Insight discovered during the process:
The song is about the freedom Macklemore feels in owning an old-school Cadillac. As seen in the original music video, the song has a very retro sentiment, and I wanted to stay true to that feeling. I used cooper black for its aesthetic longevity.
What I learned:
Adding slight movements to the type was essential in pacing and telling the story about the Cadillac: it was a step out of the ordinary. I also learned that simple imagery was imperative to the complex song. I contrasted city life against the videos of Cadillacs to help tell the story of the song.
Specs/tech:
Motion Design; After Effects