This project is about climate change. More specifically, it's about the disturbing historical negligence surrounding climate action from businesses and world governments. Intended to be played behind a fictitious live performance of Hozier's Be, this projects blends music, design, and extensive research into a single harmonic piece that aims to give the viewer a glimpse into the apocalypse... and sell Hozier merch at the same time!
The specifications of the project were that it must be in a timeline format, and the design must be targeted towards a Gen Z audience. In my research, I found out that Gen Z is the most likely generation to be concerned about climate change, and are also the most likely to be experiencing climate fatigue. This project plays into both of those facts, presenting a compelling account of historic climate change without giving the audience a ham-fisted call to action.
The specific demographic for this project, more specifically, is upper-middle class college-educated (or currently enrolled) 18-24 year-olds, who have a left political lean and have enough disposable income to attend a fairly expensive concert. Keeping those specifications in mind, the content of the video leans a little more inventive and avant-garde. The central statue being obscured for the first half of the video is a tactic to capture and maintain audience intrigue, and the odd experimental lighting of the second half carries that intrigue through all the way to the end.
This project was a real test of my After-Effects skill. I was no stranger to the 3D tools inside After Effects before starting this project, but now we are best friends. I had to dig in my heels to figure out all the acrobatic maneuvers that the statue makes, but I'm extremely proud of how it turned out in the end.
