In January 2011, I was privileged to be involved in creating a promo for Act For Justice, part of UK anti-trafficking charity Hope for Justice.
I was sent a few references to provide me with some rough initial direction. I was also sent the text script and a few images (the people holding signs) to use, but was largely left to come up with my own ideas. I went for a very layered, graphic feel to the promo, while also trying to make it feel visually dark and heavy in the sections where I wanted to convey the seriousness of what was being communicated. I used a 'jumpy' effect on the text at times to give a sense of uncertainty, and I also added in quick flashes of images at certain points too.
At the 'We Need to Act For Justice' point around half way through, the whole feel of the promo changes. The colors lighten up and while it still looks fairly similar in terms of the layered graphic style, it doesn't feel so heavy and dark anymore. This was to tie in with the second half of the promo which was designed to motivate people towards feeling they can do something and make a difference.
The video finishes with a call to action, asking people to join together as we 'Act For Justice'.
When making this video, one thing that was different to how I usually work was the music. Almost all the time, I like to build promos & videos to the music, but for this one the composer Vanessa James (vanessajamesmusic.com) wanted to compose the music to the finished video. This was a different way of working for me, but we did it and when the music was added it hugely impacted the whole feel of the video, it just fit perfectly!
Motion graphics created in Adobe After Effects CS 4
Visit Hope for Justice for more info in how you can help fight human trafficking.