and that’s what matters the most.

Have you ever stressed about going in to a coffee specialty shop? Or panic when barista asks your preference of coffee?

People, especially non-heavy coffee drinkers, feel the barrier of jumping into specialty coffee. 

JustCoffee wants to remove the barrier of specialty coffee. Deliver the massage in a gentle funny way, tell people that enjoying coffee is relaxing and diverse. After all, it is just coffee.

Duration: 2-3 weeks

The animation is made independently, using mostly Adobe After Effects. 

Brief: Make a short catchy ad for JustCoffee, promote the diversity of coffee tasting, reflect the concept ‘good coffee for everyone’ of JustCoffee. Length is under 30 seconds to suit current social media video ad.

Audience: Coffee drinkers, especially who frequents coffee shops.

Narrative: Two friends sit in the coffee shop, tasting the same coffee together. They both enjoy the coffee, but what’s different is the ‘experienced coffee drinker’ has various vocabulary to describe the taste of the coffee. While the ‘simply coffee drinker’ thinks: this is a good cup of coffee that is enough for me to define it as coffee (rather than bad coffee or something else).

It becomes comic when it constitutes a disharmony. —— The Aesthetic Principle In Comedy (1911). 
Therefore, the contrast between the two characters’ mindset is the key of the humor. I decided to exaggerate, show that there is a unique world in the mind of the ‘experienced coffee drinker’.

The characters are designed with the narrative. Art style is chosen to be simple and lovable, as it aims to be watched by wider range of audience.

I removed unnecessary details and left with the basic elements of representation of a human character. As this animation will be made by only myself. 

The draft on the left is the final idea of ‘the coffee guy’, taking up more attention than the other character in the animation. 

The coffee-like color palette is chosen because not only the character is a representation of ‘experienced coffee drinker’, but also he will determine the impression of the whole animation as he is the focus point.

I use blender to create the reference of camera movement. This will be the hardest part the to animate. 

Storyboards!!

Was drew in Clip studio paint frame by frame. To see the pacing of the animation and coloring.

Type 2 is the color palette of the world in ‘experienced coffee drinker’’s mind (image above). It is saturated and colorful, elements flashing through the screen to visualize the taste of the coffee.

The color variations are 2 types. 1 is the keynote palette (image above). Slightly desaturated to emphasize the change of senses.