MOTION

#ThinkBeforeYouBuy

A short motion video to promote second hand clothing

Illustration | Animation | Sound

Brief

Creating an animated video to promote second hand clothing for the app Vinted, by showing the negative impacts the fast-fashion industry has on the environment.

Timeline

13th January 2025 ---> 7th December 2024

Skills

Illustrator - After Effects - Premiere Pro

Storyboard

Character Design

Styleframes1

Promoting a brand

During this project, we focused on the negative impacts of fast fashion without directly linking it to a specific brand. However, we recognised that Vinted, a popular second-hand clothing app in the UK and Europe, was the perfect fit.

Messaging Vinted

Once we settled on Vinted, I reached out to the Vice President of Design at Vinted to ask if it was okay to feature the brand in our motion project. He gave me his blessing and expressed excitement about our project!

Fast fashion Statistics

- 85% of fast fashion ends up in landfill.

- 93% of fast fashion brands don't pay their workers a living wage.

- Nearly 10% of global carbon emissions are produced by the fashion industry.

Vinted Statistics

- 2kg of Carbon Emissions Saved per item sold.

- 53% spend less and buy clothes second hand than new.

- Avoids over 678,691 tonnes of CO2 emissions yearly.

The Process

Conscious Consumption

For our project we chose the topic of promoting conscious consumption to reduce over consumption in the fashion industry by trying to stop people from consuming fast fashion brands.

Creating Story Ideas

Once we had decided our topic we needed a story, we came up with a few ideas with many different concepts, one was a 50/50 split screen showing the good and bad of fast fashion, another was an interview style video with a worker who works in the fast fashion factories, this wouldve been a darker video showing the reality of the industry.

Chosen Idea

We decided to go with an idea of a girl who consumes fast fashion but goes a bit crazy over how cheap it is filling her bedroom up with the clothes, making it look like a landfill, eventually running out of money and discovering how she had made a massive error buying from these brands.

Target Audience

Our target audience is women 18-24 years old, this is because they are the largest consumers of fast fashion, and are the most likely to be influenced by the video.

First storyboards

First Feedback Crit

During our first presentation for the project we were given a lot of feedback, the stand out points were that we didn't have a call to action as it had no link to a brand, and they found the story to be very literal and doesnt leave much for the audience to interpret.

Another problem we had was that we didn't show the reasoning for the girl realising her error effectively, thats why we needed to link to a brand and a cause with statistics.

Further Developments

New story

After the feedback session, I got to work refining the story and making it more abstract. I reworked it so that the character is pressured into buying fast fashion, turning her into a victim and showing how it drives her to madness. This ultimately leads to statistics appearing on screen to highlight why fast fashion is harmful.

Animatic

This is the animatic we created for our video, which outlines the basic layout and timing of the scenes. It was incredibly helpful in visualising what worked and what needed further development. The most common feedback we received was that her decline in appearance made her resemble a devil.

Styleframes

Styleframes1 Styleframes2 Styleframes3

Interim Crit

Our second feedback session was much more positive, which was a huge relief. My main goal was to make the video more fun and slightly comedic. The key feedback we received was to make the story clearer by adjusting the girl's emotions and using the statistics to highlight how fast fashion is harming us. We also received suggestions on how to better link this to Vinted.

Final Development

Storyboard

This is the final storyboard, the main changes are instead of the girl becoming sad over the adverts, she is confused, clicking on the advert and becoming hypnotised by what she sees.

Character Design

Styleframes1

Bits of animation and sound

Script

Final Video

Reflection

Reflection

The motion graphics project presented its challenges and, at times, felt like a slippery slope.

However, it was an incredibly rewarding experience. The aspect I found most straightforward was learning the principles of animation, as well as sound and video editing. Using tools like After Effects and Premiere Pro, I was able to bring the final video to life, which felt like a major achievement.

On the other hand, the most difficult part of the project was developing the story. We encountered several issues with our initial concepts, which slowed down our progress. While these problems were eventually resolved in the final version, they certainly made the project feel more difficult at times. Despite these challenges, I’m really pleased with how the final video turned out.

This project sparked a deeper interest in motion graphics, and I’m eager to continue developing my skills in this area. I thoroughly enjoyed the process of creating the video, and I’m excited to see where this passion for motion design can take me.

Bibliography

Pickpik.comAvailable from: https://www.pickpik.com/junk-metal-pile-scrap-waste-garbage-recycle-118898 (2025). Royalty-Free photo: Grayscale photo of tanks | PickPik [online]. [Accessed 12 March 2025].

Vinted (2024). Vinted | Sell and buy clothes, shoes and accessories [online]. Available from: https://www.vinted.co.uk/.

Cardona, N. (2024). Fast Fashion Statistics 2024 | UniformMarket [online]. Available from: https://www.uniformmarket.com/statistics/fast-fashion-statistics.

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