Week 2 - Creative Brief & Timeline
The second week of Special Projects was dedicated to writing our creative briefs and working out a Gnatt chart with our deliverables and timelines.
My Special Topics deliverables laid out by quarter.
My creative brief was written as a series of answers to the following questions:
Please summarize this campaign and what you want to achieve.
I will be illustrating all the visual components of Wait But Why Magazine, a publication dedicated to exploring culturally relevant topics that relate to how and why humans behave the way they do through a mixed lens of anthropology, technology, sociology, and philosophy. I will then be turning each one of these illustrations into animations, and the final magazine will be an augmented reality experience for the reader, who can use their phone to see each illustration come alive on the page.
This project will achieve two things: The first is that I will learn different kinds of animation techniques and become familiar with an industry standard software in Adobe AfterEffects. The second it to provide me with a portfolio project that shows I have the technical skill set, project management skills, and vision to follow an illustration to animation workflow that is integrated into a larger project.
How will you measure the success of this campaign?
Success will be measured by the delivery of the final product and whether or not I become faster, more confident, and more comfortable in animation and motion graphics.
Who is the Primary Audience?
The primary audience is people who are naturally curious and seek an above average level of understanding on a wide variety of culturally relevant topics. They will likely be interested in topics of human/societal progress, emerging technologies, and philosophy.
What should be avoided in talking to this audience?
Overly technical jargon and assumptions about what people do and don’t already know should be avoided. Although the topics explored are fairly complex, the whole point is that you don’t have to have any background in them or even prior knowledge of their existence to pick up the magazine and start reading. As the tagline explains, the magazine’s goal is to simplify the complex for the curious.
What do they believe before we tell them anything?
These are growth-mindset people. They believe that they can come to understand almost anything if they dedicate the appropriate amount of time.
Who is the secondary audience?
The secondary audience is people who don’t yet know that they are curious about the intersection of philosophy, technology, and sociology, but who would pick up a publication with an interesting cover or article titles and be willing to get lost in learning something new.
What objectives are you trying to achieve?
This question must be considered in two different ways. Personally my objective is to learn animation, prove (via a solid portfolio project) that I am a capable illustrator and animator, and then get a job in this field.
The objective of the magazine is to provide a place for people who are naturally curious to explore a wide range of culturally relevant topics that relate to how and why humans behave the way they do through a mixed lens of anthropology, technology, sociology, and philosophy. The end goal is to spread knowledge, spark independent thought and conversation, and have people grapple with the realities of what the future will look like and consider why our present looks the way that it does.
What are the priorities of those objectives?
Objectives don’t have priorities… I don’t understand what this question is attempting to ask. If I’m ranking the objectives by what is most important to me, the most important thing is learning the technical skill of animation.
Can you suggest strategy or positioning to achieve the objective?
The positioning is a brand voice that is approachable, knowledgeable, thoughtful, convivial, and objective. We never assume that the audience has prior knowledge, understanding, or even awareness of the subject matter but we give them the tools to learn enough to begin to formulate independent thoughts on the covered topics and be able to relay them to others, answer a layperson’s questions about the topic, and spread discourse.
If you could get one sentence through all the clutter, what would that be?
The advancements that are happening at the leading edge of technological industries are going to have significant effects on the lives of every human, and they are not so complicated that the average individual can’t understand them and ultimately have a voice in their development and direction.
If they asked you to prove it, how would you do that?
By showing them a magazine that took deep dives into these industries and explained what they are doing and how the consequences of the decisions currently being made will have far reaching implications for everyone.
What other major points do you want to communicate?
Learning new things is really fun, and a friendly and un-presumptuous disposition can go a long way to helping people wrap their minds around complicated concepts. 
What is the best way to reach this audience?
This audience is already being reached online, but the current organization of the Wait But Why website is very difficult to navigate, and the current visual identity is limiting the number of new people who are drawn in. With a well designed print magazine that can reach readers in off-screen environments and can be easily shared via hand off there is a greater opportunity to start more in-person conversations about the covered topics and spread an understanding and dialogue about the implications of advancements covered in the magazine.
Is there another way?
The alternative would be to redesign the website, but I believe that an entirely new medium will have greater success in engaging the current audience in a new way and bringing new audience members into the fold.
Are there existing pieces that this piece must work with?
The existing piece that must be considered is the Wait But Why blog, and the challenge will be to update the visual identity of the blog while remaining true to the visual style that the author/creator has crafted and the decisions about communication and understanding that shaped his decision making along the way.
How will this piece be delivered to the audience?
In stores, through magazine racks, and sold online on the Wait But Why website for existing readers.
Finally, I built out a Gnatt Chart timeline in google docs to keep myself on schedule:

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