Drink Responsibly
2024
Adobe Photoshop
Adobe IllustratorAdobe After Effects
*Imagery and video sourced from pexels.com, Adobe Stock, and Google
Senior Thesis project imagined as a PSA campaign poster series and motion graphics video exploring themes of substance abuse and challenging the way alcohol is marketed to the general public as being safe provided users “drink responsibly.”
Designed with young adults in mind, my intention is to use sarcasm to make the viewer do a double take and question the messaging they receive about alcohol on a daily basis, because no one knows whether they are an addict (or alcoholic) until they begin consuming these substances.
Inspiration Imagery
Moodboard images for alcohol ads and illicit drug imagery. I was studying the way alcohol is presented as a classy luxury item and imagining other drugs marketed in that way.
Typography
Looking to achieve maximum impact with typography, this bold, condensed sans-serif fit the bill perfectly. I chose a less condensed version of the same family for the body copy for contrast and to make the most pertinent information easier to read.
Headers and Subheads
Body Copy
Call to Action
Color
Using an off-black with an off-white creates extreme contrast while not being too harsh on the eye. I chose not to bring color into the text and background to let the imagery be the only use of color in the composition.
Type
Hex: #E6E7E8
RGB: 230, 231, 232
CMYK: 0.01, 0.00, 0.00, 0.09
Background
Hex: #040607
RGB: 4, 6, 7
CMYK: 0.43, 0.14, 0.00, 0.97
Initial Sketches
Here is where I begin to make the connection between “hard” illicit drugs and alcohol by using the word “responsibly” with the use of these drugs and including hard-hitting facts about how dangerous alcohol can be. I tested three different layout options to consider how the images and text would relate to each other.
Set 1
Set 2
Initial Digital Drafts
For Set 1, I found images that focused more on the drugs themselves, rather than the individuals using them. It has the grittiness that I was looking for, but it’s presented in a more abstracted way and missing the human connection to resonate with the viewer and provide the impact I hoped to achieve.
Set 2 focuses more on the individuals using the drugs by including pieces of their faces and body parts. By showing people using these substances, it brings a sense of reality to the messaging. It’s heading in the right direction, but the images lack continuity, and I think I can push the messaging further.
Further Digital Iterations
Moving forward with what I felt was the more impactul choice, I continued adding relevant text to further drive the connection between my imagery and their connection to alcohol.
I experimented with high saturation, low saturation, and grayscale, and I made the choice to include images with human faces to reinforce the human connection being made with the viewer.
The grayscale version didn’t pack enough punch to suit the messaging. These versions still focus on the drugs themselves and are missing the human element.
This version was a little too saturated, but the images are moving toward better human connection by including faces, although they aren’t as cohesive as they could be.
A desaturated version of the prior iteration, the images are too desaturated and still need more visual harmony and cohesion.
Final Triptych Poster Designs
Motion Graphics Storyboard
The video component for this project is meant to compliment the posters’ theme and mood. Utilizing 3D text and motion tracking techniques, my inital plan was to incorporate text into video clips and inform the viewer with facts from the posters toward the end of the video.
Original 3D Text Still
This is a still from the original video clip I intended to use. As I progressed in the project, I had to source an alternate video clip that was more conducive to motion tracking.
Final Motion Graphics Stills
My final video incorporates 3D text, rotoscoping, lighting effects, color correction, particles, and use of suspenseful music to accompany the posters and relay the seriousness of the message I am conveying through this project. My music selection includes a clock ticking effect to purposefully build up tension before the alcohol-related statistics are revealed to the viewer.
Final Motion Graphics Video
Further Topic Exploration
Additional posters designed to raise awareness about substance use disorder and highlight that individuals who suffer from addiction are human beings.
