Energizing the Catalyst Show

The Brief

Catalyst is a high energy weekly show that features the latest scientific research going on at ASU’s various schools & departments.

The show’s producers realized that the original video bumper was dated. Since this is a show about being on the cutting edge, the new bumper will communicate to the audience Catalyst’s drive towards scientific innovation.

The Process

Given the brand assets, we were asked to come up with a creative brief that conveys the project’s objective and tone. Based on that brief, we then would create a storyboard to show the animation’s pacing and effects. From there, we needed to animate a 7 second piece that illustrated the personality of the Catalyst show.

After reviewing the provided colors and icons, I saw how each icon was part of a whole story about the natural world, such as the water drop and the leaf. They could be combined in a sequence to become a metaphor for the process of scientific discovery.

Storyboard Frames

Elements of the logo moving towards each other

frame of star icon morphing into a cloud

As the logo lands in place, the icons begin morphing into each other

a raindrop plops down and starts to bounce back into shape

A rain drop falls and plops into place as “rain” lines travel behind a masking layer

The sequence ends with the logo fading out and leaving the tagline in frame

The Outcome

The brand assets included 4 icons; a star, a cloud, a water drop and a leaf. Realizing that these elements were connected in the real world, a narrative was developed to show a star creating a storm cloud, producing a raindrop that falls to earth where it nourishes a leaf that grows into a plant.

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