Tushita Gupta | tgupta90@gmail.com

“Just Right” : Animated Shorts on Social Communication

Guide Sekhar Mukherjee
Sponsor Godrej & Boyce Mfg. Co.Ltd
 
Keywords business thinking;compositing;hand-painted swatches;public service advertisements (PSAs)

The idea behind the project was to create an animated short film that dealt with the concept of “Just Right”; this concept was about focusing on adequate and sufficient needs instead of the relentless pursuit of growth and material wealth, thus making the world a better place to live in.

Initial research was done on sustainability, wastage, and consumerism. The target audience was divided into two sections: one with a disposable income the other with limited resources. To appeal to a wide audience, the Indian family was chosen as the point of focus. Two public service advertisements (PSAs) were conceptualised and storyboarded. Several changes were made after a process of validation and feedback.

The PSAs were given a hand painted feel while using simple flat colours. Since there are no dialogues or narration in the film, the visuals needed to grab all the attention. The colour scheme was intentionally made bright, keeping the target audience in mind. The project is animated straight ahead on Adobe Flash and coloured in Photoshop. The backgrounds were created in Photoshop. Hand painted swatches were scanned and used for colouring both the characters and background. The character animations, along with various background layers were given shadows and highlights and then placed together for compositing.

This project was challenging on several levels such as business thinking, pitching, improvising and most of all, being creative within a structure. It provided an opportunity to meet, learn from, and co-exist with a lot of different people.
Communication Design
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