Kinetic Typography Preparation

1. First choice: LOLLIPOP of MIKA
_ Official video:

_Lyrics:

2. 2nd choice: RELAX, TAKE IT EASY of MIKA

_Lyrics:

3. PLANNING

_Background: warm colors such as Orange, Pink, Red or simply Black and White

Candy background

Pac-man

_ First scene: Pac-man background, texts in the center 

"Hey, what's the big idea"

"Yo, Mika"

_Other text but the Pac-man will disappear. The Pac-man will start moving and eating the yellow dots, while the intro music is on for 10 seconds

_"I say sucking too hard on your Lollipop. Hey, love's gonna get you down"

_

Kinetic Video I love

This video is very good. I really admire the ones who did it. But it scared me a lot when they said they spent around 500-1000 hours for it ( 3 mins 4 seconds) :-S

KEN BURNS VIDEO ASSIGNMENT

Here is the Ken Burn video to promote CNM:

Please comment to help me improve

Promote NUS MTV script

Promote NUS (MTV) script

Type: Promote NUS, MTV

1. Characters:

_Main characters: A Boy & A
Girl


_Extra characters: PGP Friend, Business friend,
Computing friend,
FASS friend,
Engineering friend,
UCC friend,
Science friend, Yong Siew Toh friend. Total: 4 people take turn to play these roles

2. Route:

_Girl: PGP -> Dentistry /Medicine -> Science -> University Hall -> SRC -> Yong Siew Toh -> UCC

_Boy: PGP -> Business -> Computing -> FASS -> SDE -> Engineering -> UCC

To show that they follow the route: a dot moving on the NUS map

INT. PRINCE GEORGE’S PARK RESIDENCE – DAY

A beautiful morning when the leaves are wet with dew. Birds are singing. Music on

The girl and the boy wake up and come out of the room. Meet 2 friends at the children playground and pick up balloons from them. One balloon for each

EXT. PRINCE GEORGE’S PARK RESIDENCE – DAY

The boy and the girl split at the main entrance. Each runs in opposite direction

Transition: NUS Map showing 2 dots moving in opposite direction. Boy’s dot: Blue. Girl’s dot: Orange

INT. MOCHTAR RIADY BUILDING – DAY 

Girl is in 2^nd floor of Mochtar Riady building. Pick up balloon flying up from a friend at 1^st floor.

Take picture with a friend in Business attire outside the building

Transition: NUS map showing 2 dots moving. The boy’s dot (blue) is in School of Dentistry (The text above the blue dot reads “School of Dentistry”). Zoom in the blue dot.

EXT. SCHOOL OF DENTISTRY- DAY

Boy comes into School of Dentistry; meets a friend in dentist attire holding a document in his hand; at a board of “Donors of Faculty of Dentistry”. Boy picks up a blue balloon from friend and takes a photo.

Transition: NUS Map showing 2 dots moving in opposite direction. The girl’s dot (orange) is in School of Computing (The text above the orange dot reads “School of Computing”). Zoom in the orange dot.

INT. SCHOOL OF COMPUTING - DAY

Girl goes into a computer lab room where many SOC students are mugging. Girl sees a friend coding with an orange balloon hangs on his laptop. The friend wears thick SOC windbreaker and jeans. Girl comes to say Hi and they take picture at the wall with the SOC logo that reads “School of Computing”

INT. SCHOOL OF SCIENCE- DAY

Boy goes into a laboratory room where many Science students are doing the experiment. Boy sees a friend making a blue balloon come out of his glass container. Boy comes to say Hi, picks up the balloon and they take a picture together.

Transition: Zoom into the blue balloon. The blue color fades into the orange color

EXT. FACULTY OF ARTS AND SOCIAL SCIENCES - DAY

Zoom out of the orange balloon to see Girl running in the walkway outside FASS. Girl passes the walkway between FASS and Central Library, stops to look at the FASS logo on the floor.

INT. CENTRAL LIBRARY - DAY

Girl runs into Central Library, walks around the bookshelves at Level 3, sees a notebook lying on the floor with an orange balloon tied to it. Girl picks up the notebook and reads “See you there!!!”

Girl takes a picture with a friend taking a nap in an armchair

Transition: Zoom into the red chair, fade into the NUS map showing 2 dots moving. The boy’s dot (blue) is in University Hall (The text above the blue dot reads “University”). Zoom in the blue dot.

EXT. UNIVERSITY HALL- DAY

Boy is running down the Spiral staircase in University Hall. He passes by a beautiful garden outside University Hall. Boy runs out of University Hall.

EXT. NUS FIELD & SRC- DAY

Boy passes the NUS field. Boy runs into the SRC swimming pool, meets a friend taking a sunbath. Boy picks up another blue balloon from friend. They take a photo together.

EXT. SCHOOL OF DESIGN & ENVIRONMENT - DAY

Girl runs out of SDE. While running in the walkway between SDE and Engineering, girl finds an Engineering friend hiding behind a big tree, wearing a yellow helmet and holding an orange balloon. Girl comes to say Hi, pick up the balloon and they run around the trees on the hill.

EXT. FACULTY OF ENGINEERING - DAY

They pass the big staircase outside the Engineering Faculty. They take picture at the main entrance of Engineering Faculty

Transition: Zoom into the yellow helmet. Fade into the Yong Siew Toh school

EXT. YONG SIEW TOH CONSERVATORY OF MUSIC- DAY

Boy runs around the Yong Siew Toh building, meets a friend playing guitar with a balloon tied to his guitar. Boy comes nearer to pick up the blue balloon. Boy stops for a while to sing a song with the friend and take a photo together

Transition: Zoom into the guitar. Fade into the NUS map showing 2 dots at the same place, which reads “University Cultural Centre”

EXT. UNIVERSITY CULTURAL CENTRE- DAY

Boy, Girl and friends come out of the UCC building. They are dancing outside the UCC building. Boy comes to give Girl a hug. When they stand next to each other, the pictures on their T-shirt make a heart shape.

Final scene: they let go of 10 balloons into the sky. Camera follows the balloon soaring. The balloons fade into the NUS logo and the slogan (“NUS, where many hearts come to”/ or whatever)

Presentation 4 - Kinetic Typography

1. What is Kinetic Typography and its history?

_Kinetic typography is a new form of communication that uses movement or other temporal change of text.

_The first known use of kinetic typography appeared in film – specifically, Saul Bass’ opening credit sequence for Hitchcock’s North by Northwest [Bass59] and later Psycho [Bass60].

Purpose: to have the opening credits set the stage for the film by establishing a mood, rather than simply conveying the information of the credits.

_ Beside films, kinetic is also very heavily used in TV advertising where its ability to convey emotive content and direct the user’s attention, which is generally a good match to the goals of advertising.

2. Why Kinetic has not been widely exploited?

_Lack of tools directly supporting it

_The accompanying difficulty in creating dynamic text.

3. Why use Kinetic typography?

_Bringing some of the expressive power of film – such as its ability to convey emotion, portray compelling characters, and visually direct attention – to the strong communicative properties of text.

_Can be effective when conveying a speaker’s tone of voice, qualities of characters and affective (emotional) qualities of text

_Allow different kinds of engagement with the viewer than static text, and in some cases, explicitly direct or manipulate the attention of the viewer.

_Key areas in which kinetic typography has been particularly successful:

• Expression of affective (emotional) content,

• Creation of characters, and

• Capture or direction of attention.

_Rolling text makes reading faster because scanning eye movements are unnecessary (Rapid Serial Visual Presentation (RSVP). RSVP can be seen as a means for trading time for space, potentially allowing large bodies of text to be shown at readable sizes on small displays.

4. Examples of Kinetic typography

_ In Figure 1a, the choice of typeface, rapid rhythmic motions, changes of scale, and rotation, all combine to convey a sense of exuberance

_In Figure 1b, a very plain typeface has been chosen, and a combination of slow and decelerating pace, reduction of typeface weight, and a shrinking motion analogous to slumping of the shoulders, combines to convey a sense of disappointment

_In Figure 2, on the left shouting is expressed by large expanding, shaking, and vibrating text, which lingers and appears to reverberate. On the right a more diminutive tone is expressed by small size, slower pace, and clear adherence to the text baseline. We also see a clear change in tone of voice at a particular point in the piece, again accomplished by manipulating aspects such as size, pacing, maintenance of baseline, and fading.

_Figure 3 also illustrates the creation and interplay of distinct characters, this time created using identifiably different aspects of position, typeface, size, and color. Purpose: to transit the user’s attention from the ongoing dialog of the character at the left, to the entry of the character at the right.

5. Some techniques of using Kinetic typography

	Kinetic type	Meaning
Tone of voice	_Large upward or downward motions can convey	_ Rising or falling pitch.
	_Changing the size of text, as well as its weight, and occasionally contrast or color. Motions mimicking vibration can be used to depict high volume	_Loudness
	_Modifications to text width (i.e., spatial stretching to indicate a temporally stretched word) as well as scaling effects.	_Speed of delivery effects
Analogous motion: uses movements reminiscent of human actions that convey emotional content	_Small vibrations that are analogous to trembling	_Convey affective content with high levels of arousal, such as anticipation, excitement, or anger.
	_Slow rhythmic motions reminiscent of calm breathing	_Appear to induce feelings of empathy.
Recognition techniques	_Consistent use of spatial location, movement patterns, typeface, type weight, and tone of voice techniques	_Used to distinguish characters
	_Large sweeping movements	_Transitioning the user’s attention from one location to another

6. Limitations of Kinetic

_Cannot normally replace or override strong emotive content intrinsic to the meaning of the text.

_For example, it is not normally possible to use kinetic typography to make a sad story into a happy one. Instead, kinetic typography can reinforce or temper emotive content already present

6. More examples:

Script Promote CNM

Everything in this script is subject to change :) Plan to use white background to make the transition between scene easier

1. 5 people sitting at a round table making an X shape with their hands and arms. Meaning: stop, extremely dangerous!!!
Pan from left to right while zooming in, showing the big picture first then zoom into the expression in the face
Voice over: "People tell you all the good things about CNM at NUS. Let's hear 5 reasons for you to say Noooo"
---------------
From focusing on the money on the table -->; a lot of money throwing in the air
---------------

2. Character 1 with a happy and satisfactory face because of all the money falling to his hand. Pan from the money on the left to the character and zoom in his face
Voice over: "First, If you want to make money as fast as possible, just go for a job in the Bank and study Finance"
---------------
Pan to a small character sitting in a chair holding a cup of coffee --> zoom in to his coffe with the word " I HEART my work" on it
---------------

3. Zoom out to see the picture of a man with hundreds cup of coffee and documents on his table, looking at the computer screen with a finished work of art, smiling happily
Voice over: " In CNM, what is more important are passion for what you are doing and satisfaction of accomplishing a difficult task"
----------------
Zoom into a clock on his table
----------------

4. Zoom out from the clock to see a woman sleeping soundly on her bed at 10pm.
Voice over: "Second, Don't choose CNM if you want to sleep at the right time, work at the right time"
------------------
Zoom in the clock again. The clock fades into 7am
-----------------

5. Zoom out the clock to see a man overslept on his chair. Zoom in a name card on his table showing that he is the Chief Editor of Straits Times. The editor's name card fades into another name card of a freelance graphic designer. Then zoom out to see a picture of a woman designing a website sitting freely in the armchair in her house
Voice over: "Because we work overtime regularly as a busy chief editor, or work flexible hours as a graphic designer"
-----------------
Zooming in his computer to see a man sitting in a wooden bench
-----------------

6. The picture is just like in the poster of Forrest Gump. Zoom out to see a lot of people are passing him but he still sits on his bench
Voice over: "Third, Say No to CNM if  you love to stay in one place."
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Pan right or left, follow 1 person from the crowd
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7. The person is running holding a big camera in his hand. Pan up to see a beautiful bird in Jurong Bird Park. Move down to see a small house on the grass, with many researchers wearing lab coat holding the magnifying glass standing around
Voice over: "We travel a lot to take photograph as a Photojournalist, or come down to people's place to study as an Ethnographer"
------------------
Zoom in their white coat
------------------

8. Zoom out to see many similar people queueing for something (may use photoshop effects to make that). Tilt up and down to see they are exactly the same: same shoes, pants, t shirt, hair style etc.
Voice over: " Fourth, Don't choose CNM if you are among reasonable men with common sense and down-to-earth way of thinking"
------------------
Pan to the left to zoom in what they are queuing for
-----------------

9. It is a 3D Hollywood blockbuster with the credit at the end of the film "Visual Director John Tan, NUS CNM Graduate student".
Voice over: "Because we can create wonderful things for people to enjoy with our vivid imagination. We discover our ability through original or even crazy ideas"
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SCRIPT 1: NOTTING HILL

Press conference scene (Final scene)

1. Characters: Anna Scott as the movie star, William Thacker as the man falling in love with Anna, PR Chief Jeremy and the journalists

2. Voice over: 

and the part where William was searching for Anna, we can hear what the journalists were speaking, though we cannot see who are speaking

3. Camera movement:

4. Transition:  Put at the beginning of each new scene 

5. Place and Time:  Put at the beginning of each new scene

SCRIPT 2: FORREST GUMP

Forrest Gump rescuses Bubba in a fight in Vietnam

1. Characters:

Forrest Gump and other American soldier such as Bubba, Tex and Lieutenant Dan

2. Voice over:

3. Camera Movement: 

Is not mentioned in this script

4 + 5. Transition: Place and Time: Put at the beginning of each new scene

What are the differences between scripts before production and scripts which are ready for production?

Before production:

_ Manuscript: a script before it has been published

_Sample script: show case the writing skills of the author to attract the attention of a producer

_ Treatment, a 25 to 30 page description of the story, its mood, and characters. This usually has little dialogue and stage direction, but often contains drawings that help visualize key points.

_A spec script (speculative screenplay) is a screenplay for a movie that is shopped or sold on the open market, as opposed to one commissioned by a studio orproduction company. A speculative screenplay is a script written with no upfront payment, or a promise of payment. The content is usually invented solely by the screenwriter, though spec screenplays can also be based on established works, or real people and events.

Spec scripts are distinct from shooting scripts, and are written for various reasons:

▪ for easier reading, often avoiding camera angles, editing directions, and technical intrusions

▪ by writers who hope to have a script optioned and eventually purchased by producers or studios;

▪ by writer/directors who want to direct a film themselves;

▪ by amateur writers hoping to convince a literary agent to represent them or a producer to hire them.

Production script:

_No more major changes or rewrites is anticipated to occur, used day by day for filming on a movie set

_A shooting script is not the version of a screenplay but is instead used during the production of a motion picture. Shooting scripts are distinct from spec scripts in that they make use of scene numbers (along with certain other formatting conventions described below), and they follow a well defined set of procedures specifying how script revisions should be implemented and circulated.