Homelessness - The Salvation Army
This motion graphics infographic video was a university assignment discussing the topic of Homelessness but intended as a fictional project launch for The Salvation Army's upcoming Red Shield Appeal. This video targets a Victorian-based audience aged 18 - 55 (those in a working-age bracket).
For this project, I had to be mindful of The Salvation Army's real identity and tone, so I researched past campaign videos and noticed common themes throughout them. Typically greyscale photography overlayed with a solid red colour (a core colour of their brand) were used as part of their advertisements, so I wanted to remain somewhat consistent with that but with some diversity in art direction. When developing the art direction, I experimented with three styles in my style frames: Vorticism, Simplistic Vectors and Paper Cut-Out—channelling the colours and gradients from the "Paper Cut-Out" style frame and forming a hybrid with the "Simplistic Vector" style.
Another element I had to be mindful of was keeping the statistics in the script factually correct and relying on credible sources such as the Australian Bureau of Statistics. Yet also keeping the script engaging, concise and direct.
All Music Rights and accreditation go to the original artist - Mattia Vlad Morleo and their piece Respiro. https://soundcloud.com/mattia-vlad-morleo/respiro
All Music Rights and accreditation go to the original artist - Mattia Vlad Morleo and their piece Respiro. https://soundcloud.com/mattia-vlad-morleo/respiro
Voice Over performed by Rebekah Lin