mOZAIq
Had the pleasure of visualizing and animating this message from Headvertising for #iubimlafel campaign by MozaiQ
Translation:
59% of Bucharestians are okay with civil partnerships between same-sex persons. In Bucharest, the majority supports the minority.
Context:
In Romania, civil partnership between persons of the same sex is not yet recognized. A recent survey by Mozaiq found that 59% of Bucharest residents are actually “fine with it”. On a European level this is disappointing, but those living in Romania might say that this number is surprisingly hopeful (compared to their own expectations of what others think) for the lgbtq+ community.
The brief I received was to visualize and animate in the space of 8 seconds the lines "59% of Bucharestians are okay with civil partnerships between same-sex persons. In Bucharest, the majority supports the minority." The animation will be played on mute outdoor displays in public spaces such as malls.
I approached the visual element like an editorial illustration project- focusing on the main subjects "same sex persons", "civil partnership" and "support".
How does one visualize an abstract idea that is "civil partnership"? I think of it as a frame, a home that can hold two people together. Incidentally, in romanian, "casă de piatră" is a popular greeting one would say to newly weds- its literal translation being "house of stone". Civil partnerships is not the same as marriage of course, but I found the connection a happy accident.
The challenge is to animate the visuals in an interesting way but also leave time for reading the text.
Animatics testing the timing. At first, the brief had the lines in reverse order, but on animatic stage we found it's best for the line "the majority supports the minority" to come last.
Thank you!