Makatizen

Art Direction + Storyboard + Illustration

An illustrative infomercial introducing the launch of Makatizen - a mobile app that bridges local government services to Makati citizens via digital platform.

Project Background

A Collaboration

As a student who always used to do sample work for local government agencies in university, working on this project is a check off my bucket list.

I was approached on the late stages of the project, when the app was about to launch. Provided with a steep budget & fast turnaround, the team was kept pretty small. This turned out to be a pro versus a con later on - we had more creative control of the material over all.

The Process

For this project, I was mostly given free reign. I was handed a script and worked from there - from thumbnails, storyboarding, art direction, to the final key frames.

Thumbnailing + Storyboarding

We started out with rough thumbnails to get the story flow right. Since we had a tight deadline, this also served as our final storyboard (locally-produced storyboards are normally more polished, i.e. colored). However, I find that rough storyboarding (that look more like thumbnails/pencils) is more time-efficient & does the job just the same, albeit being a little rough on the edges.

Art Direction

Setting The Look

We had free reign with the video's art direction and decided to go with a style that fits the project's mood & tone but was also easy to produce (given the tight timeline).

The video utilizes a combination of flat illustration, a vibrant blue-toned palette, and bold typography.

Final Key Frames

I then refined the thumbnails into final, ready-to-animate key frames. On a tight timeline, not much changed between storyboards to final key frames. Our animator, Jasper, did a great job bringing these frames to life.