Client: Royal Flying Doctor Service (RFDS)
Project: A vertical video intsallation for display in the Landmarks Gallery in the National Museum of Australia.
Brief: A five to six-minute video including footage shot by the RFDS, animations relating to the development of the RFDS and three to four interviews to be recorded by the RFDS and Laundry Lane, with the Landmarks Gallery exhibit opening mid-August.
Interview with Santiago, Art Director & Motion Graphics Artist and Corey, Director of Photography
What design mediums does this video consist of?
Santiago: “The video was originally planned to be a mix of audio-visual media, including archived photos and videos, interviews with graphic background, old newspaper scans, motion graphics and soundscapes.”
What was the original brief?
Santiago: “The brief was to create a vertical video for the National Museum of Australia that explains and brings the flavour of the RFDS’s rich history and values, including facts, old footage and real stories from protagonists. But many things from the original brief changed during the process, for example the video was first briefed with no audio. We also created the video as a continuous loop, so it can repeat forever in the museum.”
What were the challenges?
Santiago: “The main challenges were working without a clear brief script, to compose vertical layouts, to work with archived footage which is low resolution, to mix different media and achieve a consistent style throughout the video, and most importantly being able to work with both the RFDS and the National Museum of Australia while keeping the museum visitors in mind as the real target of the video.”
Corey: “This was quite an exciting project for us to work on. The opportunity to work with such an iconic brand within a national museum in an unusual format was really cool. From my perspective, I needed to be able to deliver the graphics team the highest possible video quality as they would need to manipulate the image substantially.
We knew the video was going to be displayed in a vertical format at almost life size, added to this the viewer is going to be about a meter from the screen, which means I need to create every little detail. With this in mind, we decided to flip the camera 90° to make use of all the available pixels, rather than shoot in its native 16:9 and crop the sides which would have been easier. We chose the shoot on the Canon c3000 mark II as this would give us very high bit depth in 4k and the great Canon skin tones.”
How did you start the creative process?
Santiago: “We started with a meet with the whole team to discuss the aim of the video, time of production and resources. This was followed by having a look at the branding material and footage sent by the client, as well as team conservations about different ways to approach the message.”
Did you story board this project?
Santiago: “Yes, there was a first approach by pencil, which ended up being quite close to the final product. This was mostly to structure the information order and hierarchies. After this, we defined the look and feel along with the design elements on the second storyboard.”
Talk us through the sound effect process.
Santiago: “The best scenario is to consider the sound design from the genesis of a project. So, in this case, the process started with a meeting to decide the style we wanted to achieve with the sound. We decided to create an atmosphere that can take you on a journey with the RFDS, so we prepared a clear brief for our sound designer. We gave him some creative starting ideas and he came back with much more. After the first draft, it was back and forth adjusting details and volumes. We made sure the music didn’t take over the atmosphere created by the sounds.”
In relation to the scope of Australia and the RFDS work, how did you show this in a visual way?
Santiago: “We worked with several maps and map comparisons in all the same scale to be able to show the big areas covered and the daily work of the RFDS.”
Describe the finished product.
Santiago: “Eventually, the video ended up on a 6’30” loop for the Landmarks Gallery in the museum.”
Corey: “Overall, we are super happy with the result and can’t wait to see the instillation!”