Audience // I want to create a stop-motion cut-paper TV commercial, targeting young parents in their homes. Based on my electronics consumer research, and contrary to popular belief, women actually have a huge influence over the electronics purchasing decisions in an average household. When looking at online shopping demographics, women take the clear majority. Also important to note, young parents, who are still tech-savvy to a certain extent on their own, will increasingly keep up with their own children’s electronics wants and desires as well. For the purposes of this project, I will focus on urban, middle class to upper middle class families and young parents.
Context // Based on the average family life-style, young parents tend to spend much of their time during the week at home, rarely going to hang out at a coffee shop like Starbucks after work, for example. The challenge posed is then how do I communicate my message in their homes? Using media, like radio, internet, and TV, came to mind as the most direct means of reaching that audience. I elected to design a succinct, effective TV commercial outlining the issue and the immediate action steps electronics consumers can take. Additionally, a link to a Facebook page will be offered as a way to get connected to the cause and learn more without having to navigate an entirely new website.
Storyboarding the Narrative // The first two photos show the elaborate story I wanted to tell, all very visually accurate and visually detailed. Essentially, there is too much going on and so the message gets lost.
Refining the Narrative // The last two sketches are working to simplify the visuals to form a very clear, concise flow chart of the processes I am attempting to describe and what the desired outcome from watching this commercial should be. WHAT I WANT THE VIEWERS TO GET OUT OF MY COMMERCIAL: viewers should feel compelled to “do their part” but informing themselves about the issue, showing their support for legislative action, and taking the time and effort to recycle their electronic waste at certified recycling centers.
