Figure 1. Promotional Video created for the South Burnaby Metro Club. This video features the song "Badass" by Mr Smith, available under a Creative Commons Attribution 4.0 International License, with slight alterations in tempo and arrangement. Video posted to SBMC YouTube Channel.

South Burnaby Metro Club Promotional Video

Overview

The video in Figure 1 is a promotional video I created for a non-profit sports organization, South Burnaby Metro Club (SBMC), as part of their 70th-anniversary celebration. The client wanted the video to communicate the club's slogan, values, vision and mission statements as well as engagingly encapsulate the club's history to attract prospective players and their parents to the organization.

Ideation

I began by researching the club to get an idea of what they do and what they represent. This was done by reviewing their online presence (i.e. social media presence, websites) as well as the written documentation they wanted to incorporate into the video. Following the research, I began to look for content that I could use in the video such as looking for Creative Commons music and combing through the archived photos that they have given me access to find relevant photos or media. I also began sketching a few rough thumbnail storyboards for a section of a video that I was planning on fully animating myself seen in Figure 2.

Rough storyboards section of video involving the values of the club.
Figure 2. Rough thumbnail storyboard sketches of how to represent and transition between the values of the club.

Pitch

Before I began making the video, I present what I had planned for the video's content and structure to the client for approval. Figures 3, 4, and 5 are slides from the presentation explaining the video structure regarding the purpose behind each of the sections in the video.

Pitch slide explaining first kinetic typography section of the video
Figure 3. Slide explaining the function and aesthetic of the opening kinetic typographic section.
Pitch slide explaining the second animated section of the video.
Figure 4. Slide explaining the function and aesthetic of the animated portion.
Pitch slide explaining the third concluding section of the video.
Figure 5. Slide explaining the function and aesthetic of the Marvel-esque closing section.

Drafting

I started to create the video by summarizing the club's slogan, values, mission, and vision statements to produce a short three-sentence script. I then cut and rearranged the music to have an interesting, satisfying arc for the video. The music and script together created a framework to focus the video

Figure 6. First draft of promotional video sent for review. Video features the song "Badass" by Mr Smith, available under a Creative Commons Attribution 4.0 International License, with slight alterations in tempo and arrangement.

Figure 6 is the first draft of the video I sent for review with mostly complete first and third sections and a storyboard for the second. For the first section, consisting of mostly kinetic typography, I worked spontaneously to create an organic flow through the content in the section. The second section is roughly animated by hand, Figure 7, to time correctly with the music before being replaced with vector graphics and animations in later iterations, Figure 8. Since I had access to decades worth of team photos, I wanted to display them in the final section convey both the history of the club. I used these photos to create a Marvel-inspired logo sequence using a YouTube tutorial by Chris Ellinas (2019). A few revisions based on feedback from the clients resulted in the final video seen above in Figure 1.

Rough animated frame from the first draft of the video.
Figure 7. A frame of the rough, hand-drawn animation from the first draft of the video.
Vector graphic in the final video.
Figure 8. A frame of the vector graphic animation found in the final video.

Reflection

This project was a valuable learning experience, as it was the first time I was working with a client who relied on my expertise and did not have a strong preexisting idea of what the final product looked like. I learned to decipher and extrapolate the essential requirements and desires for the project from the discussions I had with the client to create a video that would satisfy them. Overall I would say this project was successful as my client was quite happy with the resulting video.

References

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