Marrakesh, Morocco Motion Graphic
This project was developed to create an motion graphic advertisement for the city of Marrakesh. The goal is to create a connection between the audience and the brand to encourage tourism to the area.
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The story: An American woman named Mary in her early 30s is on a camel tour in the Sahara desert. She decided to visit a foreign land, a culture different from her’s to find herself and discover new things. Mary is on a camel tour that came to a rest and she decided to roam to a near by sand dune, not far from the group. Just over the sand dune, she came to a peak and saw Marrakesh’s busiest square, Jemaa el-Fnaa. Mary was filled with wonderment as she awing the cityscape. She is excited for new adventures that awaits within the square as she rests.
The message: Marrakesh, Morocco: an enchanting place filled with culture, delicacies, language, and folklores. A place known as the ‘Red City’ because of their usage of clay. Regional designs from Spanish and French occupation intermix with Islamic elements, creating a mystical city that is known in northern Africa.
The research: The idea began with a concept of doing an General Motion Design. This style was used for the sake of using a file for numerous platforms (e.g. mobile websites, desktop websites, electronic billboards and kiosks). This broadens the spectrum of opportunities to advertise in various places other than online to reach a market who have interest in traveling to Marrakesh, Morocco. Design is the spoke person of the brand and Motion Graphics helps serve its purpose by making the design move, creating a memorable advertisement that will engage with viewers instantly.
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Story Board below features motion concepts for Marrakesh's motion graphic. I've decided to choose the first panel on the far left.
Story Boards from sketch book.
CC0 images downloaded and used in motion-graphic.
From left to right: Adobe Photoshop and Adobe After Effects.
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Motion Graphics
First attempt.
Final attempt, using no audio and with audio-identity.
The first attempt was to create a 2.5D Parallax Image. The motion graphic became more than 2.5D Parallax Image because of the usage of multiple images and special effects. It was synthesized into a General Motion Design because of the nature of the motion graphic entails: moving photographs with scaling effects and lens flare. This created a transformation into what the motion graphic is now; a powerful advertisement that creates a statement for the brand.
In the final attempt, the problems entitled to this design was to create a connection with the audience and the motion graphic. After creating a persona that anyone could relate to from the U.S., The motion graphic it self was also revised to transform the scenery of a desalinate desert to a lively city, just over the peak.
The General Motion Graphic’s audio identity will not feature sound, but if needed, foley sounds of the desert (e.g. walking on sand) and ambience from a city in the distance will take the audience into the scenery. The audio identity embedded in the second half of the video helps create a stronger and deeper connection to advertisement by activating the user's senses; audio and visual. All audio is CC0 license.
Audio reference:
Desert atmosphere -- https://freesound.org/people/Proxima4/sounds/104320/
Sand walk foley fx -- https://freesound.org/people/DasDeer/sounds/161815/
City traffic foley fx -- https://freesound.org/people/embracetheart/sounds/345313/
Photography reference:
Woman in desert -- https://www.pexels.com/photo/person-camel-riding-on-desert-785744/
Sunset -- https://pixabay.com/en/sun-abendstimmung-sunset-sea-49143/
Mosque -- https://pixabay.com/en/mosque-marrakech-morocco-nature-3413562/
Jemaa-el-Fna -- https://commons.wikimedia.org/wiki/File:Maroc_Marrakech_Jemaa-el-Fna_Luc_Viatour.JPG
Old town africa, Marrakesh -- https://www.maxpixel.net/Orient-Old-Town-Africa-Marrakech-Morocco-2420033
