This project is centred around an animated music video teaser for the upcoming release of Micah Freeman’s single ‘I Don’t Know’. Micah Freeman is an up and coming soul, hip-hop artist based in Atlanta, Georgia, USA. Alongside the animation is a range of collateral consisting of a promotional GIF, concert merchandise, a vinyl record cover for the single, and a tour poster.
Thematically this single is centred around the Black Lives Matter movement, where Micah conveys his frustration and anger with the corruption in US politics. This teaser expresses the manifestations of race-based prejudice within this system.
This project was an exercise in creating a visual identity for the single, and applying it across digital and print mediums. The nature of the time constraints around this project, meant deciding on a set of rules for the design approach early on. This prevented myself from going round in circles with style changes and allowed my creativity to thrive.
The rules were a loose frame-by-frame animation style, using black lines and solids colours of red (2 shades), blue (2 shades), grey and black.
I created the animation using Illustrator and After Effects. While it’s common to use Photoshop or Animate for frame-by-frame animation, I used Illustrator and After Effects, as these programs were what I was most familiar with given the time limitations.
For the clothing merchandise, I wanted the animated GIF icons to live in a physical context. I screen printed the icons onto material, which was then sewn into the lining of a bucket hat, shorts and made into shoe insoles.