CMF 2017 TV Commercial

August 2017

In the process of providing graphic design services for the festival, the opportunity arose to create a TV commercial to be broadcast regularly as part of the Sunrise breakfast show on Queensland’s Channel 7.

Although I’d previously dabbled in animation and video editing, I had never before produced anything compliant with broadcasting requirements so this project involved a steep learning curve.

The project was on a tight budget, so the focus was on delivering a high-quality, professional commercial using limited resources. I used video footage shot from the previous year’s festival, edited it together in Premier Pro along with some stock beach footage and introduced some immediate visual interest by animating the CMF logo into the clip as separate elements. I stylised the artist names in Illustrator, using some attractive free-for-commercial-use fonts and warping them into interesting shapes using the envelope distort, then animated those in unique and engaging ways in AfterEffects. For the soundtrack, I chose an instrumental segment of “One Summer” by Daryl Braithwait, a very upbeat, feel-good song to accompany the bright, sunny vibes of the visual component.

There was also a strategic dimension to this choice as the response to the Facebook announcement that Daryl would be performing that year was overwhelmingly positive in the 45-70 age range, which was roughly the demographic we were targeting with the TVC, so it made sense to strengthen that association and convert more viewers into ticket buyers.