Statement of Intent Part B [Add-ons]

Statement of Intent (Part B)

Objective

Previously I have stated that my objective of creating this website is to create an awareness which able to help the endangered animals which are mass killed. To raise this awareness, I’ve decided to use a more provocative method, sarcasm. The way of the execution is using a very simple general knowledge about basic animals such as dogs, cats, cows and etc and let the audiences to guess. It is very easy to understand and easily to answer by the current generation. However, will it still be easy to guess for the future generation if mass killing continues and extinction keeps going on?

Design Language

The design language was inspired by Japanese origami. As it is more abstract and the silhouette will be used to let the audience to do the guessing. However, as I progress I’ve evolved the design language from Japanese origami to polygonal animal. The reasons is Japanese origami is too flat and is lacking of depth. By using polygons to construct animals, it may look more 3D and more interesting to interact with.

The UI is an artistic piece where users will have to guess what animals are the polygons showing. Besides that, the UI will also be showing some simple and basic knowledge of the animal showed, the simple and basic knowledge is also to be used as a sarcasm element in the website.

Target Audience

The target audiences are for people who are already aware of the situation of animal extinction. However, even though people understand the situation but they did not take further action. In Malaysia, the advertisements are exaggerating in terms of the talents act and the product advertised but still it is lack of impact on the advertisements. Therefore, I want to use the other approach to send out the message of animal’s are facing extinction – sarcasm.

Technical Specification

After further research, I’ve decided to change from a web platform to a video platform to execute my website. It is a new experience and a new way of creating a website.

Platform: Computer, Youtube
Browser: Google Chrome
Resolution: 1280 x 720

New Skills and Learning

I will be exploring on new media in terms of creating the website. I will be using Youtube to execute the website, making the UIs into a video timeline and using annotations in Youtube for users to interact with. For me, it is feasible because I’ve done a Youtube interactive video previously and I can apply my existed knowledge and explore something by putting a website into a video platform.

Working Timeline [40hours]

25 hours – UI designs

10 hours – Animating the UIs

5 hours – Upload into Youtube and create annotations for user to interact

Benchmark

Previously, I did not further analyse the advertisements critically and think of how and why the advertisements from both of the benchmarks are so provocative and the message they send out are so strong.

Firstly, the dead bird advertisements. The message is also about animal welfare. The bird is dead due to taking in rubbishes that human litter everywhere. The corpse of the dead bird is full of rubbish in its stomach. The tagline indicated “if you don’t pick it up, they will.” The message is very strong using a corpse of a dead animal and putting the blame on human’s bad behaviour of littering.

Secondly, the tuna advertisement is to show that tuna are being mass killed too. One of the tuna is wearing the mask of a panda. Panda is well known as an endangered animal, and most of the peoples know about it. Therefore, the advertiser uses a panda mask and put it on the tuna to send the message out as the tuna are as important as the panda. The tagline turns into a very strong message by putting it together with the picture: “would you care more if I was a panda?”