UNIVERSAL PRODUCTION MUSIC
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2D ANIMATION
CEL ANIMATION
Create a fascinating visualization of one of the new musical releases
from the Universal Production Music studio.
CREDITS
CREDITS
DESIGN/ANIMATION
AUDIO
KIKI LEUNG
UNIVERSAL PRODUCTION MUSIC
SOFTWARES
SOFTWARES
AFTER EFFECTS
PROCREATE
PHOTOSHOP
PROCREATE DREAM
LET'S DIVE INTO THE PROCESS!
Home to the most innovative composers, songwriters and producers.
Delivers music that captures passionate audiences around the world!
Their mission is to help songwriters achieve their greatest creative and commercial potential! UPM are dedicated to shaping their careers and opening new creative and sustainable opportunities with their music.
GOAL 01
Attract younger, more gender-balanced demographic(gen-z, people in their 20s)
GOAL 02
How to show that hand-crafted Universal Music is better
than AI generated Suno?
SELECTED ALBUM
During my research I discovered a "News" page on UPM's site, where they highlight their ongoing campaigns, trends, updates and etc."Shaping the World of Music"caught my attention. It is a campaign from UPM where they partner with production studios, experts to create a mentorship program and to provided women with a launchpad for their careers!
“our mission to increase gender diversity and inclusion within music. To achieve this, we launched 100% HER, an initiative designed to provide long-term development and career opportunities for women in production music.”
I thought this is a perfect campaign that reflected their core values, also a directtackle to the prompt: attract younger, more gender balanced demographic.
CONCEPTS
01 SKY IS THE LIMIT
selected
This concept focus on visualizing creativity
How music brings you on adventure!
Elements:Abstract, floating space
unlimited potential
02 AMP IT UP
This concept focus on the mission of UPM.
This is the visualization of YOUR full potential!
Elements: bring color to ordinary
A process of transformation
DEVELOPMENT
After sourcing the track from UPM, it's time to edit it down to 10-20secs!
I used Adobe Audition to select and edit the particular parts of the music track to be the audio bed for the piece.
TRUST THE PROCESS...👀
01. CEL GUIDE
My very rough(literally) cel animation guide for
the background & timing...
02. Work in Progress
Transferring everything into AE was definitely a
time consuming process(as I drew so many tiny tiny assets...)
But it was so satisfying to see everything comes together in AE
ALBUM COVER
An album would not be complete without a cover!
Utilizing the illustrated assets but make it
eye-catching so people can site it right away on
the UPM website⭐️
final
FINAL LOOK
