Adam Ahmed

Client: Justin Seto         Designer: Adam Ahmed

Objective: To design a brand poster and motion graphic for the Client’s brand.

Justin’s personality is charming and friendly and is accentuated by his willingness to help anyone in need. Justin’s branding philosophy is “we are not the product of our hardships, but the blossom of our perseverance” which represents that he is not defined by his hardships but is defined by his efforts to move forward through those hardships that define him. To acknowledge his philosophy, the branding poster focused on a figure hiding its face into its arm in front of a beautiful sky during sunset. The figure in front of the sun was meant to represent his progression through life while the gesture of his head hiding in the arms was to represent himself wiping his tears away as he continues to struggle through his pain. The motion graphic incorporates these themes together by following a theme of his life being painted. The concept of the world being painted represents how everything in life is slowly earned and through your perseverance you can find yourself.    

During the process where I began to learn more about my client, I became incredibly interested in whom he was and the story that he carries. Justin is an incredibly strong individual who has suffered many painful nights to be where he is today. He is extremely grateful to those who have supported him through his darkest times and give credit to others giving him a second chance to blossom into who he is today. In the first project, I focused heavily on focusing the viewer's eye on the text that read “Seto” which flowed into the vector of the person hiding their face into his arm. I used the shape of the mountains, the gradient in the water and the arc of the clouds in order to direct the viewer’s eye to the figure standing behind the mountain after reading they had read the text. This creates a sense of balance in the poster and centralises the areas where I want a person to look. The idea of Justin being blossomed into a more refined person inspired me to include a very eastern influenced graphic during the beginning of the animation. As he told me, his heritage is extremely important to him so it worked perfectly that I could use a Japanese cherry blossom tree to represent his heritage and his ideology of blossoming into a new. I continued this Japanese influence throughout my animation by animating everything to be painted. This allowed me to introduce various colors and shapes easily through keyframing a heavily feathered wipe transition. During the scene where the sky is painted behind the sun, I sourced the colours of the sky from an image of a sunset and used the beautiful range of purple, blue, white and orange to show the colours of a sunset sky in my painting style. I animated the clouds, piano keys and the sun to fall into the mountains to bring more life into my animation and allow the viewer’s eye to follow the sun and piano keys as it falls into the area where the person is being painted.

 Final Sketch

Sketch 6