InspirationFeb 04, 2021

ON THE CHASE! creates Motion Graphics using Pop Culture to raise Political Awareness among Youth

Written by Julian Brown RGD, ON THE CHASE! Motion Design

CONTEXT

Youth-run organization Apathy Is Boring started a new social media push to “make democracy digestible one bite at a time, with sh*t they should’ve taught us in school.” They launched TheFeed with witty, edgy, text-based carousel posts.

When they wanted to extend The Feed into video form, they reached out to me to help craft the scripts and find engaging visual metaphors to drive the episodes. Content ranged from dead serious (Racial Injustice & Decolonization) to just curious (Voting & Election Reform).

Maple leaf over a photo of multiple hands showing thumbs up

METHODOLOGY

During the script stage, visual ideas are woven into the writing: Elections are like ordering a pizza, for example. Not dumbing-down the content, but instead making it relatable. Working closely with the client, all visual ideas are approved at this text-only stage. The goal is to make sure every visual helps the audience understand or further relate to the content.

Bright text over a black background with strikethrough text that reads: "Legal Counsel; Political Groups; Voting"

RESULT

Sticking to Apathy’s bold non-political colour scheme, the motion design style keeps the energy high and the messaging direct. Most important, the videos are heavy on pop culture references and light on complex animation. Quick cuts. Plenty of GIFs. This keeps things refreshingly direct for the viewer, but also affordable and agile for the client. Episodes will be released over the coming weeks, the first two have performed well for the client with above average views and engagement.

Magazine/Book spread with a photo of an Indian child on the left, and on the right, the same child dressed as a white kid. In hot pink big bold letters, the phrase "Kill The Indian Child" is written spreading over both pages

LESSONS LEARNED

On a personal note, my work on this project has been especially rewarding. Like many people, I’m entering 2021 on a mission to continue to educate myself about racial injustices here at home. I am pushing to improve myself, as well as the work I put out in the world. This collaboration feels like a step forward on my path.

"Someone's gotta pay" written over a photo of scientist

CONTRIBUTORS

Voiceover Artists - Garret C Smith, Soleil Launiere, Jeff Burling, Jacynthe Pepin

Co-writer & Co-Producer - Andrew Ng, Apathy Is Boring

Watch the first episode of the Feed Digests on Decolonization:

Julian Brown RGD

ON THE CHASE! Motion Design

Julian Brown is ON THE CHASE! Julian creates ‘motion-first’ brands and content for smart clients (Sport Chek, University of Toronto, Cineplex, World Wildlife Fund). His motion design & branding projects have been awarded by Graphis, The Webbys, Adobe and many more. Julian is a speaker on motion design, running a solo studio, and, sometimes, telling people why their offices f*cking suck. He serves as a VP on the Board of Directors for RGD, Canada’s largest design association. Julian is a York/Sheridan Toronto alumni, a world traveller, and this one time he starred alongside his dog in a TV ad for pet food. It was adorable.