https://www.youtube.com/watch?v=hur2SadF5mM
Please use this link to view my motion graphic piece.

Final Evaluation
This brief was to create a motion graphic piece to increase the footfall in the town of Dunstable. I created my motion graphic using After Effects and illustrations that I drew using a Wacom Bamboo tablet. I wanted to create a cutesy vintage town to represent the deep history behind Dunstable and how they have moved with the times and contain a variety of well known and visited shops.

 I am happy with my final piece and feel that it captures the cutesy design aspect, and the vintage style of popular shops in Dunstable. I followed my detailed storyboard that i created for my planned outcome using Adobe After Effects. I dislike this software and found it quite difficult to use and required tutorials and assistance with creating my final piece. I found that AE did not have a similar UI to the other Adobe products as the creation aspect is completely different. My detailed illustrations were created using Photoshop and reference images that I took around Dunstable, they were then placed into After Effects and given a variety of transitions and movements to tell my storyboard, capturing the heart of Dunstable in a short and sweet motion graphic.

 Along with my motion graphic I included the song Bittersweet Symphony - The Verve, I chose this song as it is uplifting and majestic,working with the motion graphic to appeal to the various age groups and overall working to increase the footfall in Dunstable.

I had a cutesy vintage town in mind to represent Dunstable and it's history, I typed cartoon village into Google.co.uk and came across a variety of pieces that inspired my design development process.

 Firstly; 
http://static9.depositphotos.com/1292719/1189/v/950/depositphotos_11892624-Cartoon-town.jpg
This image displays a variety of pastel coloured, vintage-looking buildings that appeal to all age groups. I took this aspect of design and created hand drawings of buildings within Dunstable that are recognisable to the public as being successful establishments.

 Secondly;
http://thumb9.shutterstock.com/display_pic_with_logo/235588/235588,1244631829,2/stock-vector-cartoon-vector-drawing-town-31798564.jpg
This image also uses pastel colours, solid outlines and simple/cutesy illustrations that I adapted into my own design work.





I firstly looked at some of the common factors of music played within motion graphics, the genre is often bubbly and happy, enticing, catch and sometimes repetitive to make it easier to remember or a tune you may find yourself humming later on.

 I decided that my music should be bubbly and quite feel-good to make the viewers interested in visiting Dunstable, and showing this in a positive light. My music will fit in time with my chosen designs to make it that bit more fitting and interactive.

I decided to look at some of the most well known advert music that catches attention:

  • Go Compare : Wynne Evans - Go Compare 
  • Renault Megane : I see you baby - Groove Armada
  • Twinings Tea : Wherever you will go - Charlene Soraia 
  • Durex : Let's get it on - Marvin Gaye
  • Sony : José González - Heartbeats
  • Ipod : Jet - Are you gonna be my girl?
  • Cadbury : Phil Collins - In the air tonight
  • Southern Comfort : Odetta - Gotta be me
  • Three : Fleetwood Mac - Everywhere
  • Webuyanycar.com : We buy any car jingle
I had a brief look into some songs that I think would be fitting and show Dunstable in a positive light, my list of possible songs:
  • Bittersweet Symphony - The Verve. This song is very uplifting and has feel-good, positive vibes, the song also has an interesting 'drop' into the song at the beginning after approx 45seconds.
  • Kids - MGMT. This song is also uplifting and has an incredibly catchy beat, however this beat dissolves out at 45seconds until the next chorus instrumental, I think the motion graphics within my final piece would have to travel relatively quick and constant in beat which may prove difficult.
  • Electric Feel - MGMT. Electric feel is quite fluid and flows, it's possibly to say that it hits a hippie vibe, feel-good and appealing affect. However this song is very repetitive but becomes less interesting as it progresses as it stays the same with no differences within the song, this could however be edited using After Effects.
  • Time to Pretend - MGMT. Time to pretend has a very unique and intriguing start up beat which is catchy and appealing, however this fades out by 30seconds and only returns with the chorus parts. This could be edited, but the song would be too repetitive to just have the intriguing tones repeated.
I feel that MGMT capture an uplifting, enlightening and feel-good vibe to the majority of their songs, therefore I feel that it may be wise to go with 'Kids', a catchy upbeat tune that's easily memorable. I also really like Bittersweet Symphony by The Verve, it's very flowy and has the potential to be flexible to most motion graphics. I can also edit simple parts to make it all the more better and interesting to gain appeal.

1100
Dunstable was just a crossroads in a forest.

 1109Large areas of uncultivated woodland in this area were cleared, by order of Henry I, in order to attract settlers.
1119The first recorded play in England was performed in the town.
1123Henry I built a royal residence at Dunstable to take advantage of the hunting grounds. The site is now occupied by the Royal Palace Lodge Hotel in Church Street.
1131Henry I founded an Augustinian Priory at Dunstable dedicated to St. Peter.
1200Dunstable had a market and an annual fair.
1213Dunstable was almost completely destroyed by a fire, though it was quickly rebuilt.
1214A great synod was held at Dunstable priory by the Archbishop of Canterbury.
1215King John stayed at Dunstable on a journey north.
1222A storm destroyed the towers of the West Front of Dunstable Priory. The upper part of the damaged front was rebuilt to include the pointed arches and arcading evident today.
1223
Henry III visited Dunstable.
1229 There was a rebellion by the townsmen of Dunstable against the friars of the priory, it was felt that their power in the town had become almost tyrannical. 
1259A Dominican Friary was founded in Dunstable on what is now the High Street South.
1290The body of Queen Eleanor, wife of Edward I, was rested overnight at the priory as her funeral procession made its way through Dunstable en route to London.
1291A cross was erected in Dunstable market place to commemorate Queen Eleanor.
1457Henry VI visited Dunstable, and again in 1459.
1533Archbishop Cranmer announced the divorcce of Henry VIII and Catherine of Aragon in the Priory church in Dunstable.
1540The Augustinian Priory was demolished under Henry VIII's dissolution of the Monasteries (the Priory Church is all that now remains).
1572Queen Elizabeth I visited Dunstable
1582Dunstable suffered a severe outbreak of the plague.
1605James I visited Dunstable.
1643The Eleanor Cross, erected in 1291 to commemorate Queen Eleanor, was demolished during the Civil War by parliamentary troops of the Lord of Essex. A modern sculpture has now been erected in it's place.
1700The wool cloth industry declined, but new industries included lark catching, straw hat making, brewing and lace making.
1713Six almshouses (Charitable housing for the poor, widowed or those who can no longer work etc) were established by Mrs. Blandina Marsh. Known as 'The Maidens' Lodge', they were built to accommodate six unmarried gentlewomen.
1715Six almshouses were built for poor widows by Frances Ashton. Ashton Square is named after her.
1723Jane Cart, a wealthy widow built the Cart almshouses.
1727A charity school was built in Dunstable. It had been founded by William Chew for the education of forty boys and fifteen girls.
1740Grove House was originally built as an inn called the Duke of Bedford's Arms.
1742The first stagecoach ran through Dunstable from London to Lichfield. Thereafter the town became a busy coaching stop.
1770 A large amount of Roman coins, of Antonine and Constantine, were discovered at Dunstable.
1773The Duke of Bedford's Arms inn (now Grove House) was sold to John Miller who enlarged it and made it into a fashionable 'mansion house'.
1800The straw hat making industry boomed in Dunstable but declined towards the end of the century. New industries included printing and engineering.
1801 The population of Dunstable according to the census was 1,296.
1831 The population of Dunstable according to the census was 1,831.
1836A gas supply was introduced in Dunstable.
1848The first railway in Dunstable was opened as a brach of the London and North Western Railway. It joined the West Coast main line at Leighton Buzzard.
1855Dunstable's first newspaper, the 'Dunstable Chronicle and Monthly local reporter' was launched by James Tibbett, a local printer.
1858A rain line between Dunstable and Hatfield was opened on the Great Northern Railway.
1863A cemetery was laid out in West Street.
1864Dunstable Municipal Borough,local government district was created. It was abolished in 1974.
1855The Dunstable Borough Gazette newspaper was launched.
1865Gas street lighting was introduced in Dunstable.A police force was formed in Dunstable.The town gained a piped water supply.
1876The north aisle of St Peter's priory church was restored.
1883The original Dunstable Town Football Club was founded. The club was reformed in 1998
1891The population of Dunstable according to the census was 4,513.
1897The construction of a network of sewers for the town begun.The town's first telephone exchange was opened.
1900New industries in Dunstable included chain making and paper craft.The population of Dunstable according to the census was 5,157.
1911The population of Dunstable according to the census was 8,057.
1925An electricity supply was introduced in Dunstable.
1927A musem and a library were opened in Dunstable.
1931The local straw hat industry ceased as did the brewing within the town.Whipsnade Zoo was opened.
1947Priory Gardens was opened to the public.
1952Beecroft Primary School was opened.
1952The War memorial in Priory Gardens was unveiled. It commemorated the men and women of Dunstable who died as a result of the two World Wars.
1954Vauxhall motors came to Dunstable.
1961The population of Dunstable according to the census was 25,645.Dunstable College of Further Education was built.
1963The Magistrate's Court was built.
1964
Queensway Hall and St Marys Catholic Church was built.
1965Passenger rail services to Dunstable ceased and Dunstable station was closed.
1966The Quadrant shopping centre was opened by comedian Bob Monkhouse.
1971The population of Dunstable according to the census was 31,841.
1985Dunstable Town Council was created.
1987The Vauxhall Motors plant in Boscombe Road was closed.
1999The White Lion Retail Park was opened.
2000
Queensway Hall was demolished and Asda Supermarket opens on old Queensway Hall site.
2001 Population of Dunstable according to the census was 33,805.
2005Work starts on building the Grove Theatre.
2009Woolworth's store in High Street South is closed.Shops expert Mary Portas paints poor picture of the town in TV broadcast.
2010Railway bridge in Church Street replaced as part of busway project.
2011Norman King pub in Church Street is destroyed by arsonist.
2012Olympic flame procession passes through Dunstable.
2013Medieval project marks 800th anniversary of the Priory.The Mulberry Bush in High Street North reverts to its old name of the Bird in Hand.

Simon Tibbs

Save The Children
http://tibbo.simontibbs.co.uk/Save-The-Children
I find this piece very effective and convincing. This variety of video, images, animation and motion graphics reaches to the viewers asking for empathy. Even the colours used help to convey the message of importance, towards the end of the graphic piece the colour red becomes less of a threat and more of a piece of hope that people will step forward and help. I think it would be beneficial if I take this way of convincing and making the audience feel that they should get involved into my own motion graphic piece, making people feel that they should come to Dunstable by presenting them the positive side to Dunstable.

The London Locals
http://tibbo.simontibbs.co.uk/The-London-Locals
I found that this piece had a similar objective to the brief that I have been given to create a motion graphic piece, getting people into Dunstable to increase the footfall. This motion graphic piece is aimed at children and teens, using a funny and quirky plot to draw the target audience in. The negative parts of the motion graphic are displayed by lack of colour, rain and old themed music. The positive side overwrites this with sunshine, upbeat music and bold colours. This can be used within my motion graphic piece to display a positive vibe about Dunstable.

Paul Bridges

Choccywoccydoodah
http://www.paulbridges.tv/component/k2/item/97-projects-9.html
This short title sequence motion graphic piece for Choccywoccydoodah is quirky and contains some simple and interesting graphics. It follows a kitsch, unique style and some fascinating typography. The red and black colour scheme creates a stylish and sophisticated touch along with the sparkle type effects. From looking at this motion graphic piece, it shows that the colour scheme is important to convey a positive message.

Richard Gladman

 Cloud Profiler
http://richardgladman.co.uk/index.php/cloud-profiler/
This motion graphics piece contains some riveting and appealing typography as well as some simple illustrations and beguiling transitions. The piece uses two simple colours, giving off a clean end-result, the music also reflects this by being cheery and upbeat. I really like the typography and the effects applied to it, it's very absorbing an engaging.

Avnet Office 365
http://richardgladman.co.uk/index.php/avnet-office-365/
I found this piece very intelligent and engrossing, there are stimulating effects that engross the audience. This piece shows a variety of imagery and type to convey the message that the world is becoming more dependent on technology and promoting this change. Statistics are also nicely presented in this piece, not using graphs or charts but using imagery and colour to highlight percentages.

Tesco Clubcard Fuel Save Advertisement
I found this advert whilst watching TV, it caught my attention as a successful motion graphic and I decided to look it up online to look at the various effects and visual images that make it appealing to the public/audience.

https://www.youtube.com/watch?v=5nmoa5FdF-M
This is a sweet and short 30 second motion graphic piece that is sweet and cheery, using a variety of bold, attractive colours. It also uses simple detail graphics, creating a child-like touch due to the unnaturally bold coloured subjects, but I like how this comes across as it's playful and captivating. I think the use of simple graphics creates a "less is more" touch and think it would be interesting to see this in my design ideas and developments.

So far in our groups we have found out and analysed various information and how this can help us through our motion graphic piece. I feel that whilst working in groups for research, we have achieved more in a shorter timescale rather than what we would've achieved working individually. I believe that the variety of questions we asked have revealed to us what the public think of Dunstable, why it is in decline and what can be done to improve it and make it a better place for the public. I think that with the information we have gathered we can show the people of Bedfordshire what they want to see within Dunstable using our motion graphic piece, we can then publicise this by sharing with social networking.

We split our group into two to collect primary research, one half to do the questionnaire and the other half to take images in Dunstable of both good and bad features and how this effects the decline and footfall in the town Center. 
The Quadrant is one of the main attractions in Dunstable it offers a wide range of shops to relate a different types of people. I think this is a good part of Dunstable because it is where people come, from the questionnaire, most footfall is from the shops and supermarkets in Dunstable. However the design of the sign, which is what people look out for, is not very eye catching. It is small and uses dull, light colours, which could be missed or overlooked by people. Using a good advertising background will help increase the footfall and would appeal to people, making them WANT to visit the quadrant.  For example the Luton town center shopping mall is very popular because of the advertising it promotes on posters, buses and some social websites, the logo is a big bright pink M which is recognizable to people as the Luton shopping mall.

Here gamestation is closed down, and it reflects that the area is not good in bringing in customers, if people do not know that all the game station have shut down, they would relate this as a non suspenseful town. one thing that would improve this in opening new shops, The Luton mall was quick to replace any closed shops with new and exciting ones.

This area is not full of closed down shops here you can see a store open for business and are advertising well, having stores such as Superdrug makes the area look positive and it brings colour into the area. Superdrug is seen as a high standard store and so will have a good effect on the area it's in. A good example of this is Oxford street in London. London is entertainment for all ages and this attracts a lot of people to visit and live in London.

This photo shows Dunstable can be classy and has potential to an upbeat town. The shops will help to bring in footfall. There aren't many activities available for teens, and shops are generally based for adults around this area. having a wide age range will bring in more people.

 It is good that high standard retail shops are in the quadrant,such as New Look but this is only going to target specific people, here it looks like it would be females that are more likely to come into the quadrant.

I like the view from this point, the architecture is forgiving, the slim poles are modern and look cool. The area looks big so it could lead to exciting events, this tells me that there is potential. Using the architecture in the promotional motion graphics final outcome it would likely have a bigger effect to my target audience.

I think that Grove Corner is quite a successful part of Dunstable. It provides lots of different activities for young adults and younger children as well. The youth centre is used often, most week nights and weekends and I know quite a few people who enjoy going. I think it does increase footfall to the Dunstable area as it brings teenagers and younger children together to do something rather than being out on the streets.

I think Grove House Gardens are a very important and well used part of Dunstable. Grove gardens offer a large space for a family outing with a park, green space, theatre and restaurants. It is also right in the heart of Dunstable next to a big supermarket which will definitely increase footfall especially for families and parents.

I definitely think that Grove Theatre is a well-known attraction to Dunstable. As Dunstable doesn’t have a cinema, Grove Theatre offers a small cinema and theatre showing various shows most nights of the week, this therefore brings footfall to Dunstable and should be focused on.

Although Dunstable high street doesn’t bring much to Dunstable, it does have a fair few shops including: Peacocks, Iceland, Best Look, Subway, various banks and The Ivory Lounge. 

Even though Dunstable high street is very grey and bland with many shut downs shops, it is still brightened up with flower beds, which I think is something to focus on as it makes the town seem more eco-friendly if there is more greenery. 

The Old Sugar Loaf Inn is a well-known attraction in Dunstable. It is a pub that many of the locals tend to use and this increases footfall due to the regulars bringing their friends/family to the same pub that they go to. There are quite a few pubs in Dunstable to choose from which is good because this means people don’t have to venture into the country to find a nice pub, they could be passing through Dunstable and decide to stop in one of the various pubs that are there.

The Quadrant is one of the main shopping areas in Dunstable. From our survey we found that 14 out of 20 people come to Dunstable to visit the Quadrant, this is a significant amount. Although many of the shops in the Quadrant are shut down, there are still many shops still open and this is the main part of Dunstable where people go to shop.

This statue is placed outside of Asda in Dunstable. It is quite a modern sculpture, therefore it makes Dunstable seem more of a modern place to be. It is a well known landmark of Dunstable as many people who come here pass it on a daily basis whether driving through or walking.

'Welcome to Dunstable' signs are placed in and around Dunstable. They all have a small amount of information about Dunstable and are all different. I think these are a really good idea as they give historical information on Dunstable.

Asda is placed right in the heart of Dunstable, it is the largest used supermarket in Dunstable and this makes a lot of people visit the town.

This is the first image which is of the Central Bedfordshire college, it looks very plain and dull at the moment which wont appeal to passers by, it isn't the main reason why people don’t come to Dunstable but has an affect none the less, if the buildings were more attractive then it definitely would improve footfall. 



Greggs the bakery, is an attractive shop because of the complimentary colours but one appealing shop isn't enough to improve the costumer rate. Next to Greggs is half of a photographic shop which brings the quadrant down slightly with the colours used, the green and white is good to use but it doesn't look professional.

This image shows the retail shop Holland & Barrett, this shop isn't a very attractive shop, the dark green and light green makes it look old and boring, also the buildings above look like they have been there for quite a while and need to be renovated into a newer and more innovative way, like changing the colours slightly or even changing the shop completely.


The old sugar loaf, this building is derelict and is in need of a drastic renovation, places like this are part of the reason of Dunstable’s downfall and the lack of footfall. If maybe they knocked it down and built it again so it looks modern and professional, it might improve the general footfall in Dunstable.


The Dunstable library looks dull and old fashioned and is obviously not attracting customers as much as it needs to be. The building next to it makes the area and the library look tacky and could be knocked down to make way for something that could be useful and that make Dunstable more attractive.

Go bowling, is a bowling/arcade establishment, and we can see the car park outside, on the left we can see some railings that have been damaged and not repaired which won't be very presentable to people in Dunstable. The go bowling building looks like it was built in the 80’s, which wont appeal to the target audience and it looks tacky and if it was taken down, it could make way for a market of some sort.

This is an image of the grove area, by the Gary Cooper bar and restaurant. I would see this as a good place in Dunstable, making it look better to the audience. The large field area is very good for families, children and teenagers to hang about, have picnics and play fun games when the weather is nice. However, the grass gets pretty muddy, making the area looking dull and gloomy, when the weather is worse. This can put people off from visiting the area, decreasing the footfall. To increase the footfall, Dunstable could add flower bushes, low boxes or a seating area around the field area. This way it would make it seem and look more brighter, fun and a great, bubbly place to relax. I feel that the whole view of this area does have a big affect on the view of Dunstable as it is a very wide-open space for various aged people to meet and relax with each other. It is also next to quite a few popular places in Dunstable town centre, such as Asda, Go Bowling, the leisure centre, Cookies and Cream and the Gary Coopers bar, making it regularly seen and noticed.  

This image is of two small food orientated restaurants, that have both been closed down, due to lack of footfall and business in the area. I feel that because they are situated in the corner of Grove, with shiny, black windows, making it harder to see inside the restaurants, and showing the visitors what they have to offer. I definitely feel that they show a bad view to the visitors about Dunstable, as they show no bright enthusiasm shown or colours to make it seem inviting. I feel that by swapping the black windows to clear, adding funky posters and banners and paint, they will definitely attract customers. By raising money, by doing things such as cake stalls and car-boot sales and mini taster sessions, the owners would be able to work towards a brighter future for the restaurants.   

This is the Grove Theatre, which I feel is a good aspect for Dunstable, as it is easily accessible and great for all ages. However, it does not appeal to the visitors at all, as there is no fun to the outside of the building, making it look dreary. I feel that by adding beautiful flowers around the outside, it would already look inviting. By making the inside look colourful and funky, yet relaxing, then this would be seen from the outside from the clear windows, making the visitors interesting and intrigued. They will be finding themselves wandering into the theatre, mainly because it caught their eye. I do not live in Dunstable, so when I came across this area, I had no idea it existed. I was quite disappointed as it wasn't inviting in any way, They had posters in the corners of the windows, mainly falling off anyway, making me less intrigued than I would have been. There is no colour or fun dynamics, instantly putting me off as it doesn't look inviting and gives me the impression that it isn't really that important.  

These are the statues that are at the other end of Grove from the Theatre. They were created to give the visitors information on the history of the area. I feel that they show the history of the area in a creative manner, although they don't really appeal to the public as they are not very bright or bring enthusiasm to the park and grove area. Therefore, it is a good aspect for the area as the visitors can learn about the history and take images, however they could be more colourful and exciting to make the visitors get inspired by the statues. This could be done by adding fun, colourful flower boxes around the statues, maybe creating a pathway to attract the younger audience. I think that by making this effort by adding fun colours and fun aspects to the area, it would bring more people in, not just for the park area, but to learn about the history of that part of Dunstable. 

The bandstand is a good aspect of Dunstable as it intrigues the teenage audience, as the dynamics and funky shape definitely looks inviting. The colour is bright, bringing both the male and female audience, which means bringing on the community. This definitely makes it an inviting area to chill and meet with friends. However, the colour blue can be seen as a dreamy, lazy, even sad colour, which means that the audience may feel that they don't want to be surrounded by a sad atmosphere. This could be improved by adding (not changing) more colours to the outside of the wooden stand, and on the floor area - making it a more funky, exciting place for the teenage audience to chill, eat and even get inspired by what surrounds them. The bandstand is mainly recognised for the gigs that they show in the summer, which is a great aspect to Dunstable as it brings the community together, having a good time. I think that by advertising this more on billboards and posters etc, the community is able to acknowledge the good events that are being offered. 

This is the recycle bins, just aside the bandstand.This definitely shows one of the bad aspects of Dunstable, as this person couldn't be bothered to place the glass bottle in the bin, but instead on top of the bin, making it look dirty and a waste of space. I could suggest that by adding bigger signs to show where the bins are would be helpful, making the bins larger and possibly taller so that there is no waste surrounding the area. However, I do feel that the bins provided are already standard, so the community needs to work together to make Dunstable a cleaner, better place to live.

These two images are of the squirrels and pigeons in and around the Grove area. The squirrels are cute, however they can make a mess by rummaging around in the rubbish bins, which makes the area seem more messy than the public are making. This shows that little animals and pigeons can annoy the public, which leads to the public not visiting the area, resulting in a decrease in footfall. To overcome this, I feel that the bins could have lids on them - which means that the squirrels do not have access to the rubbish. However, this does also mean that the public are less likely to use the bins, as I have noticed that most people throw their rubbish in the bins, and if missing they don't go out their way to pick it up. This can be a downfall in this area. However, the small animals around the Grove area show the public that they do encourage nature, which shows that the community is well natured and looks after the nature in a good manner.
This is the Central Beds College Store, which shows that the education in Dunstable is easily accessible and that they offer more various opportunities. This definitely shows that Dunstable can offer good education, which needs to be shown to the visitors of Dunstable and the target audience outside of Dunstable as most people see this area as a rough place to live/visit. I feel that to gain footfall in this area, the store could create leaflets to hand out, posters and professional looking banners to gain their attention and advertise in a range of newspapers. Social Networking is also a great way to advertise the education as most people use these sites, in and outside of Dunstable. This would gain footfall and change the negative perception of Dunstable that most of the public have.

The image below is the Dunstable Leisure Centre, which is good for the community as they can meet up, chat and exercise. However, I feel that it isn't well advertised and put across to the public as it is in the corner, making it less noticeable to the public. The centre could create funky ways to increase the knowledge of where it is situated to the public eye, such as painted footsteps on the floor tiles to make the public intrigued, wanting to explore what is over there and what they provide, professional looking banners and posters/leaflets and hold various shows to show what they provide. This will also  show that Dunstable offers good education, intriguing the public to take a look at what they offer, and explore more of the area. 

Overall our group has captured a good variety of the good and bad areas of Dunstable and some of the causes to why the footfall is low. These images will assist us through our developments throughout the brief and inspire us with possible ideas we can carry into our final designs.












Copyright 2009 - Don't let Dunstable die: Digital Story

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