Universal Music
The Challenge
To create a fascinating visualization of one of the new musical releases from the Universal Production Music studio. The animation visually interprets the music while introducing the name of the release.
For this challenge, I chose a fun music track because I love creating playful 3D characters that make people laugh. It's all about spreading happiness through my animations and leaving a cheerful impression on everyone who watches them.
Track Selection
Animation
Final Animation
Research
Brand: Universal Production Music
Universal Music is the home to the most innovative composers, songwriters, and producers. It delivers music that captures passionate audiences the world over.
However, the current Universal Production Music users are usually around 40-50 years old. Their goal is to reach younger people; that’s why I decided to create a 3D look with a bright and eye-catching color palette to make the brand more appealing to the younger crowd.
Inspiration
I have a lot of love for fruits because not only do they bring a burst of vibrant colors, and unique shapes, but also represent diversity and unity. Their inherent beauty and variety offer a visually captivating playground for creative minds. Plus, everyone can relate to and appreciate fruits, as they symbolize freshness, health, and joy.
Since the track is really fun, fruits match perfectly the characteristics of the story.
Concept
Imagine a fun race among fruits! I’ve choreographed their moves to match the music's tempo, creating a rollercoaster ride of highs and lows. It's not just a great musical experience; it's a visual treat that's sure to put a smile on your face!
Color Palette
As the track has a fun and energetic vibe, the vibrant color palette will give the project feelings of joy and excitement, all while maintaining a sense of diversity.
Direction 02: Follower
The music brings both mysterious and exciting mood that makes us want to follow.
This concept illustrates the story of the golf ball chasing a little bee. By syncing with the track, it will create fun and adventurous feelings for the audience. This highlights the meaning of the brand, Music is Universal.
Direction 03: Feel The Beat
The music brings very a lot of joy and excitement, which can lead us to our very favorite destination.
This idea uses the track to take the audience to a fun journey of memories. This creates an unforgettable meaning for the brand.
Direction 01: Fruitventure
This concept shows the journey of fruits. By matching actions with the tracks, ups and downs vs fast and slow, audience will have not only good music but also a satisfied visual.
Proposed Design Approach
Notes
We decided to move forward with Direction 01 since it fits the music track the most. Overall, the story is very fun, but the grey color palette does not bring any excitement and energy at all. The size of the main fruit is not consistent.
Storyboard
The story centers on a large peach in a world of tiny fruits, as they engage in an exciting race toward the bowl.
Chosen Direction
Final Style Frames
Different Passes:
To view all versions of styleframes and animations, please click the link below.
Development
First Pass - grey color needs to be changed
Second Pass - colors need to be more saturated, replace the pin with the original bowl
Third Pass - add confetti
Final Pass
Notes
Look dev is getting better each time. The high saturation color communicates with the story more since the music is very active and fun.
Website Mockup
I’ve designed an album cover and webpage mockup to visualize how it appears on the website. The type is inspired by the original album cover but slightly tweaked to fit my design.
The Finale
After 3 weeks working on this project, it was finally done! Yay! Special thanks to everyone who has given me critique and helped me move forward! It was such a fun project!
