Enter Kinetic Typography
Jotting down the idea in form of a crisp script lead us to a thought of choosing a medium to bring out the best of it. After discussions and a lot of thinking, we came up with an idea of giving a kinetic typography treatment to the whole concept. Now, the question arises is Why Kinetic typography? Well the famous saying is,
“Typographical design should perform optically what the speaker creates through voice and gesture of his thoughts.” – El Lizzitsky
It is the written form of what we are thinking or saying inside our heads and also how we are saying it. My Parliament has an agenda to push and to let that agenda successfully reach out to people. Expressing the language through type is the key. Adding to that type helps you create unique visuals (where none really exists) by adding emotion to the important words.
Well the main challenge was transforming the script into a meaningful, expressive visual by adding life to the words that defines the concept. In short, choosing the font style and how that font is applied in juxtaposition to the other elements on the screen and then working on the factors like color theme, elements connecting one scene to the other, building up on important words in the script, and audio ( voice over and the background music).
Core elements of the Video
MyParliament video was weaved around 6 core elements: