Switching context
Switching context is about the hidden side of consumerism. to show my concept I used an advertisement from nestle cacao powder mix and footage from a documentary I watched about the chocolate industry and what the side effects cocoa farming are. This is a topic I think strongly about especially when a company promotes for healthy and happy children but behind the scenes the story is different.
Working on this project, really gave me a lot of new skills in after effects, audio design and mapping. I got to learn to make transitions and layer effects and cut a video but keep it seamless. I also learned more about audio and mapping including mesh warping a mapping to fit an object.
Creating the visuals for this was really something I enjoyed. I had to teach myself a lot with after effects and I struggled a bunch but I learned how to roll with the punches. Although it might not look like it but this really took time but I think Im really proud of how it turned out.
Research
when thinking about my project I thought about ideas of what I wanted to do and I kept thinking of taking something really happy and making it into something sad or more serious. so I started researching controversies and that's when I stumbled upon the Article about the Nestle lawsuits currently going on in the us. this actually really interested me so it led me to find the documentary about the dark side of the chocolate industry and that is really what lead to me creating my final design.
I also researched the effects to support my idea and discovered a glitch transition. However, I wanted to make the transition my own, so I didn't follow the tutorial exactly; instead, did something different to better fit my visuals.
During my initial consultation with Hendrik and Nils I said my initial idea was the hidden side of consumerism. I explained that I wanted to make the something using the documentary so that you see the other side. Hendrik and Nils said my initial idea fit the project outline but they wanted to know what my plans were for showing my concept. One idea was maybe a picture frame where one side was the happy advertisement and the other was a glitch side that shows imagery from the documentary. my other idea was a glitching an advertisement so it adds shock value
One idea was maybe a picture frame where one side was the happy advertisement and the other was a glitch side that shows imagery from the documentary. my other idea was a glitching an advertisement so it adds shock valueNils and Hendrik liked my second idea but they added that maybe I should think of what the symbol of consumerism. so this gave me the idea to use a box that was from nestle.
First consult
Visual 1
Unfortunately I didn't save the film of the first visual so I recreated this one to show exactly what I showed in the actual video. The audio also was partly missing and I couldn't recreate it. Also the cardboard box was a non nestle branded one because I couldn't bring the one I wanted to due to weather.
Feedback
The feedback from Hendrik and Nils was that the box felt out of place or that it didn't fit with the visuals and it felt like it was lacking that connection. it felt like a box and with a projection in it. I agree with them and the
they also noticed the audio got corrupted due to an issue of MadMapper not rendering the stereo file. So they recommended fixing the audio by saving it as a mono file.