Done in Thirty 50 second infomericial
Software: Adobe After Effects, Adobe Photoshop, Adobe Illustrator
music: Whistle on Up by Gale Levy Todd
“Done in Thirty” is a cleaning PSA style advertisement, aimed at showing consumers how to create household cleaning products, using commonly found items in the house or purchased at the store with each item being available for a dollar or less.
Starting off, the first thing was to create the branding for the commercial. The original idea was to incorporate the acronym D.I.Y. which stands for “do it yourself” into the logo, but it felt unoriginal, and long. From the beginning the phrase “in thirty” or “in 30 seconds” was going to be added and “Do it yourself in thirty” felt too long, for a spot that is under a minute. The design later briefly changed to include the word mom. While the commercial is meant to target mothers, it felt to on the nose, and was scrapped. In the final iteration of coming up with the ideal brand, the concept changed from being targeted to mothers, to what the piece was to accomplish. Cleaning can be labor intensive, and there really is no better word to express completing the task other than just being “done.” The Tagline “Homemade Cleaners” was added to make the spot more specific, as if “Done in Thirty” is not just for cleaning, but can showcase other spots like arts n craft spot, lunch, or snack spot.
While still in the branding process, the storyboards were created. This spot was broken into four main parts: the beginning which introduces the logo, second the ingredients, how the ingredients are combined and finally the closing. At this stage color choices were not established, but it wasn’t a main concern I had not completed the brand yet and still there were many assets to create.
All of the assets were created in Illustrator. The idea is keep the containers as generic as possible, to express that these items could be purchased from anywhere.
The final branding for “Done in Thirty” This image is what was used to determine the color scheme.
