Peak Oil
vancouver
art direction
/
pre-visualization
POP CULTURE peak oil peeps culture andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT
Brief and Opportunity
3
Research Document & Content Strategy
All key facts
4
Key stats
6
Asset Strategy (creative commons,
Peak Oil
asset creation, legal / release strategy)
9
Big Idea
9
Theme
9
Project Approach
10
Initial Project Plan
11
Inspiration
13
Initial Content Strategy
15
Cognitive Walk Through
16
User Journey
16
Beat Board
17
Information Flow
18
Typographic and Style Considerations
19
Mood Board
20
Visual Targets
21
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT brief and opportunity
CLIENT: Vancouver Peak Oil MISSION STATEMENT: “Vancouver Peak Oil is a group of citizens concerned with creating awareness and action plans to prepare for the coming of oil depletion.” OBJECTIVE: Create a compelling digital design piece
3
that outlines the peak oil issue and raises awareness of the potential consequences of inaction. OPPORTUNITY: To raise consciousness around the topic of Peak Oil through a campaign that involves users competing to create self-made videos on the subject of Peak Oil awareness. The users will share these videos through social media thereby creating conversations about Peak Oil that resonate upwards through the generations.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT peak oil key facts After careful review of the information provided in the peak oil project brief our design team concluded that it would be unwise to attempt to include all these details into the motion component of our project. Instead we felt that this information would best be used in the interactive component of the project where it could be presented more efficiently and digested by users at their own pace. The key facts for the motion pieces would summarize the general concept of peak oil and present a picture of our societies’ addiction to this natural resource.
Key Facts for Interactive Component (provided in project brief)
• US Domestic Oil Peaked in 1970 • …petroleum industry experts… predict negative global economy implications following a post-peak production decline- and oil price increasedue to the high dependence of most modern industrial transport, agricultural, and industrial systems on the low cost and high availability of oil. Predictions vary greatly as to what exactly these negative effects would be. • Optimistic estimations of peak production forecast the global decline will begin after 2020, and assume major investments in alternatives will occur before a crisis, without requiring major changes in the lifestyle of heavily oil-consuming nations. • Pessimistic predictions of future oil production operate on the thesis that either the peak has already occurred, that oil production is on the cusp of the peak, or that it will occur shortly. • The international Energy Agency (IEA) says production of conventional crude oil peaked in 2006.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
4
DESIGN PROJECT CONCEPT • Since supplies of oil and gas are essential to modern agriculture techniques, a fall in global oil supplies could cause spiking food prices and unprecedented famine in the coming decades. • The wide use of fossil fuels has been one of the most important stimuli of economic growth and prosperity since the industrial revolution, allowing humans to participate in takedown, or the consumption of energy at a greater rate than it is being replaced. Some believe that when oil production decreases, human culture, and modern technological society will be forced to change drastically. The impact of peak oil will depend heavily on the rate of decline and the development and adoption of effective alternatives. If alternatives are not forthcoming, the products produced with oil would become scarce and expensive. • In 2005, the United States Department of Energy published a report titled Peaking the World Oil Production: Impacts, Mitigation, & Risk Management. {124} Know as the Hirsch report, it stated, “The peaking of world oil production presents the U.S. and the world with and unprecedented risk management problem. As peaking is approached, liquid fuel prices and price volatility will increase dramatically, and, without timely mitigation, the economic, social, and political costs will be unprecedented. Viable mitigation options exist on both the supply and demand sides, but to have substantial impact, they must be initiated more than a decade in advance of peaking.”
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
5
DESIGN PROJECT CONCEPT peak oil key stats Oil is a finite, non-renewable resource, one that has powered phenomenal economic and population growth over the las century and a half. The rate of oil “production�, meaning extraction and refining (currently about 85 million barrels/day), has grwon almost every year of the last century. Post Carbon Institute
Oil consuption worldwide is at record levels, oil prices are hitting highs at over $100/barrel 6 US domestic oil production peaked in 1970. World Unconventional Liquids Production in the Reference Case, 1980-2030
Peak Oil
World Unconventional Liquids Production in the Reference Case, 1980-2030
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT World Liquids Consumption by Region and Country Group, 2004 and 2030
World Oil Prices in Three Cases, 1980-2030
7
OPEC and Non-OPEC Conventional and Unconventional Liquids Production, 1980-2030
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT Cumulative World Production of Crude Oil and Lease Condensates in the Reference Case, 1980-2030
World Crude Oil Reserves, 1980-2007
8
World Proved Oil Reserves by Geographic Region as of January 1, 2007
http://www.eia.gov/oiaf/archive/ieo07/pdf/oil.pdf
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT asset strategy For this project we will be both creating assets from scratch using Illustrator and using either creative commons images or those which we own the rights to. All designs, illustrations and logos will be of our own creation.
big idea Spreading awareness of oil addiction. 9
theme An informative, interactive challenge to raise awareness and move beyond oil dependence.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT project approach How many products can you recall that are not connected to oil? The reality is that oil is an integral part of our lives and modern society is utterly dependent on it. When studying global oil consumption and observing the total dependence that we as a race have on this substance, it is not a far stretch to relate this phenomenon to addiction. Oil Anonymous aims to raise awareness of the subject of peak oil by highlighting the addictive symptoms that we as individuals and as a society experience in our relationship to oil. Furthermore, Oil Anonymous will target the demographic in highest risk of being effected by peak oil — those with the power to make change: youth ages 15-30. We strongly believe that this demographic is in a position to evoke rapid societal change like no other, and this is largely due to their robust social media presence. The Oil Anonymous campaign aims to use the target demographics’ own creativity and ingenuity to spread the Peak Oil message. We will kick things off with a motion piece defining and emphasizing the population’s addiction to oil and introducing a contest. The contest is for our target demographic to create their own short motion piece with the purpose of raising awareness and proposing solutions to this issue. Their digital submissions will be uploaded via YouTube or Vimeo to the Oil Anonymous facebook group, where the entries will be judged based on likes and shares. We will also set up a website to house the contest’s rules and guidelines, the top 10 submissions (with a special showcase for the winner), information on peak oil, and resources for further education on the topic. Lastly, Oil Anonymous will partner up with a sponsor to provide an interesting incentive (prize) for the winning submission.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
10
DESIGN PROJECT CONCEPT initial project plan What follows is a rough outline of the major deliverables and tasks for this project: Deliverable 1: short motion piece about oil addiction and introducing contest. Tasks are as follows: i. script ii. storyboard iii. illustrations iv. editing v. launch Deliverable 2: wordpress website Content: i. contest home ii. home (after contest) iii. about peak oil iv. contest page (tips for creating the video, top 10 submissions, contest info) v. get involved Tasks: i. site map ii. wireframes iii. write copy iv. acquire wordpress blog v. mockups vi. production ready comps vii. build viii. launch
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
11
DESIGN PROJECT CONCEPT
Deliverable 3. Facebook page Content: i. about Peak Oil ii. about Contest iii. video submissions iv. tips for creating the video Tasks: i. build ii. launch
12
Deliverable 4. Branding Tasks: i. mood boards ii. beat boards iii. logo iv. style guide (typeface/colour choices)
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT inspiration When our design team was introduced to the Peak Oil brief, we were all moved by the topic and project objectives. We were also inspired to see the creative freedom that we were given and immediately began the creative process by exploring the problem/opportunity outlined in the brief, namely, to create conversations and awareness around the topic of Peak Oil. This essentially paved the way for us to develop our big idea that we could build our campaign around. Next, we went through several brainstorming sessions to explore Peak Oil and its related topics. While brainstorming we referenced the abundance of data provided in our brief and quickly realized that we would have to make design considerations to accommodate this. We also realized that the goal of creating awareness and conversation might best be achieved by hooking the audience with a visually stimulating motion piece that summarizes our societie’s relationship with oil. We decided that this component of the campaign would be followed by an interactive piece that where we would launch a video contest whereby entrants would create their own videos that would be designed to raise awareness and educate others about Peak Oil. This method was inspired by “jigsaw” teaching method where students learn through the process of teaching each other. We also felt that the social media element of the contest would be the perfect medium to transmit the client’s message through the target audience. As part of the contest, we also considered the fact that contestants would need more information beyond what was provided in the motion piece. Therefore, we developed the idea of creating a simple interactive website to provide information and also host the video competition.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
13
DESIGN PROJECT CONCEPT
Finally, we needed to go back to the beginning of our process and figure out a theme that we could use to personalize the content and hook the audience. After exploring several concepts and consultation with creative directors, we settled on the theme of addiction. We were inspired to do this because of the overwhelming similarities between substance abuse on an individual level and the oil dependencies that we see on a societal level. We felt that addiction would be an effective way to evoke shock in the audience and also allow messages of hope and rehabilitation to come through. 14
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT initial content strategy As our target audience’s social media presence is so large, it will play a key role in rapidly spreading the message of the Oil Anonymous campaign. The first part of our strategy is to create a short motion piece in which we will highlight the parallels between oil dependence and substance addiction, and introduce the contest. It will be suspenseful, dark, and will leave the viewer wanting to learn more. The end of the video will lead them to our website which will contain information about the contest and peak oil, and will later house the top 10 submissions (with a special showcase for the winner). There will also be resources for them to further their peak oil education. The last part of the campaign will be to set up a Facebook page for the contest. All entries will be uploaded and judged based on likes & shares. The Facebook page will also contain information about the contest such as rules and guidelines, tips for creating their video, and some information on peak oil. Once the contest is over, the website will remain. We will create an alternate home page to be used after the contest — the site will house all of its peak oil info and the top videos from the contest, which will then serve as informative pieces on the topic.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
15
DESIGN PROJECT CONCEPT cognitive walk through user journey Contest Entrant: The user will first be introduced to the Oil Anonymous contest when they come across the motion piece while cruising facebook. At the end of the film they will see the url for the Oil Anonymous website and will go take a look. The home page of the website will announce the contest and implore the user to create their own short motion piece uncovering the unnerving dependence they/their family/community has on oil, and to come up with a couple solutions that can easily be implemented into their every day life. The user will then go through the site, reading the short blurb on peak oil, the contest rules & guidelines, and the resources for further enlightenment. They will then share the video on their personal facebook page asking their buddies if they want in on the contest. After they have completed their video they will upload it to Youtube and then put it on the Oil Anonymous facebook page, as directed in the Rules & Guidelines section of the website. They will share the video asking their friends to like and share it, hoping to beat out the competition. Once their video makes it to the top 10 it will be transferred to the Oil Anonymous website and the user will share the website url with their friends on facebook, asking them to keep up with the likes so they can win.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
16
DESIGN PROJECT CONCEPT
beat board
17
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT
information flow
0.0 – Peak Oil Wacth
2.0 – Website
1.0 – Motion
2.1 Youtube
2.1 About Peak Oil
2.2 Contest
3.0 – Facebook Page
2.3 Do More
3.0 About Peak Oil
2.1 Vimeo
2.1.1 History
2.2.1 Rules
2.3.1 Challenge of the week
3.0 About Contest
2.1 Facebook page
2.1.2 Logic Matrix
2.2.2 Entry instructions
2.3.2 Resources
3.0 Rules
2.1 Google +
2.1.3 Images
2.2.3 Tips
3.0 Entry Instructions
2.2.4 Assets
3.0 Tips
2.2.1 Sponsors
3.0 Post video 3.0 Rate (Like) 3.0 Comment/Share
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
18
DESIGN PROJECT CONCEPT typographic and style considerations Colour A consistent style will be maintained between all deliverables in this project. Since oil is the main focus of this campaign, we chose to use the powerful contrast between black and white, with black representing abundance of oil and white eventually overwhelming the compositions and conveying a shrinking oil supply. Building on this black and white base, we will carefully and sparingly use colour to highlight important elements. Images The images will also be designed to show a theoretical contrast between addiction and rehabilitation. Illustrations will be vectors that will be outlines of actual objects to convey realism and allow for dynamic animations and stunning visuals for the website and video. Minimal gradients will be used when appropriate. Layout Balance will play an integral role in the design of both the motion and website. The unbalanced nature of the depleting oil reserves will be represented by heavily weighted layouts and the use of negative space. A consistent grid layout will be developed and deployed in all project deliverables. Typographic Considerations The motion piece designed in this campaign requires the delivery of a barrage of text information. Therefore, high legibility is essential for this project. Furthermore, a typeface with simple curves would assist in ease and clarity in text animations. Therefore, we are currently considering fonts similar to Helvetica for this project. Further consultation with the project’s creative lead will be required before final typographic decisions are made.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
19
DESIGN PROJECT CONCEPT mood boards
20
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
DESIGN PROJECT CONCEPT visual targets
21
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
Peak Oil POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
vancouver
why are we here ? client: Vancouver Peak Oil mission statement: “Vancouver Peak Oil is a group of
citizens concerned with creating awareness and action plans to prepare for the coming of oil depletion.�
objective: Create a compelling digital design piece that outlines the peak oil issue and raises awareness of the potential consequences of inaction.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
target audience Vancouverites aged between 15-30.
target audience rationale: The client brief specified a target audience with an age range between 20 and 30 years. However, upon initial discussions with the client it was agreed that this age bracket be expanded to include younger Vancouverites as they also are stakeholders who have the ability to significantly influence social change.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
research peak oil key facts Key Facts for Interactive Component (provided in project brief) • US Domestic Oil Peaked in 1970. • …petroleum industry experts… predict negative global economy • Optimistic estimations of peak production forecast the global decline will begin after 2020. • Pessimistic predictions of future oil production operate on the thesis that either the peak has already occurred, that oil production is on the cusp of the peak, or that it will occur shortly. • The international Energy Agency (IEA) says production of conventional crude oil peaked in 2006. • Since supplies of oil and gas are essential to modern agriculture techniques, a fall in global oil supplies could cause spiking food prices and unprecedented famine in the coming decades. • The wide use of fossil fuels has been one of the most important stimuli of economic growth and prosperity since the industrial revolution
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
peak oil key stats World Liquids Consumption by Region and Country Group, 2004 and 2030
Peak Oil
World Oil Prices in Three Cases, 1980-2030
vancouver
World Crude Oil Reserves, 1980-2007
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
process 1) Review the Client Objectives 2) Brainstorm 3) Determine the most efficient medium 4) Asset Strategy 5) Creative Design (Motion & Interactive) 6) Submission to client for review
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
Creative Process
Identify Opportunity
Create Awareness & Conversation
Identify Target Audience Game
Video Website
Primary Audience 15-20 yr
Secondary Audience 20-30 yr
Peak Oil
vancouver
Medium
App
Contest Social Media Education Package
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
Creative Process
Identify Opportunity
Create Awareness & Conversation
Identify Target Audience Game
Video Website
Primary Audience 15-20 yr
Contest
Medium Social Media
Secondary Audience 20-30 yr
Peak Oil
vancouver
App
Education Package
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
brainstorm
1
what is the topic about?
2
why should we care?
3
what should we be doing about it here in vancouver?
background information
awareness
awareness vs education
Brief history of oil in society Defining peak oil
Potential consequences of action and inaction Expose societal ignorance on the topic
Create awareness around peak oil in Vancouver and the general public Show potential consequences to communities in Vancouver if action is not taken
motion
interactive
social media
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
inspiration
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
moodboard
Peak Oil
vancouver
POPpeak CULTURE POP peaps peak oil peepsoil culture
andy .laura.ryan.sarah andy.laura.ryan.sarah
beatboard
Peak Oil
vancouver
POPpeak CULTURE POP peaps peak oil peepsoil culture
andy .laura.ryan.sarah andy.laura.ryan.sarah
userflow 0.0 – Peak Oil Wacth
2.0 – Website
1.0 – Motion
2.1 Youtube
2.1 About Peak Oil
2.2 Contest
3.0 – Facebook Page
2.3 Do More
3.0 About Peak Oil
2.1 Vimeo
2.1.1 History
2.2.1 Rules
2.3.1 Challenge of the week
3.0 About Contest
2.1 Facebook page
2.1.2 Logic Matrix
2.2.2 Entry instructions
2.3.2 Resources
3.0 Rules
2.1 Google +
2.1.3 Images
2.2.3 Tips
3.0 Entry Instructions
2.2.4 Assets
3.0 Tips
2.2.1 Sponsors
3.0 Post video 3.0 Rate (Like) 3.0 Comment/Share
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
now...
please listen. Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
the first step is admitting we have a problem...
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
it enabled us to live better than our ancestors.
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
oil
addiction
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
everything around us is linked to oil
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
everything around us is linked to oil.
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
our life depends on it!
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
oil is
a non-renewable source!
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
once gone, it’s gone...
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
what happens when we run out?
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
it’s time to prepare to break the habbit!
Peak Oil
vancouver
POP
peak oil peaps
andy.laura.ryan.sarah
oil anonymous How many products can you recall that are not connected to oil? The reality is that oil is an integral part of our lives and modern society is utterly dependent on it. When studying global oil consumption and observing the total dependence that we as a race have on this substance, it is not a far stretch to relate this phenomenon to addiction. Oil Anonymous aims to raise awareness of the subject of peak oil by highlighting the addictive symptoms that we as individuals and as a society experience in our relationship to oil.
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
thank you Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
now...
a game! Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah
can you find anything in this room that
doensn’t have any
relationship to oil?
Peak Oil
vancouver
POP CULTURE
peak oil peeps culture
andy.laura.ryan.sarah