ON THE CHASE! creates Motion Graphics using Pop Culture to raise Political Awareness among Youth

By Julian Brown RGD, Founder & Creative Director, ON THE CHASE!


Youth-run organization Apathy Is Boring started a new social media push to “make democracy digestible one bite at a time, with sh*t they should’ve taught us in school.” They launched The Feed with witty, edgy, text-based carousel posts. 
When they wanted to extend The Feed into video form, they reached out to me to help craft the scripts and find engaging visual metaphors to drive the episodes. Content ranged from dead serious (Racial Injustice & Decolonization) to just curious (Voting & Election Reform). 
During the script stage, visual ideas are woven into the writing: Elections are like ordering a pizza, for example. Not dumbing-down the content, but instead making it relatable. Working closely with the client, all visual ideas are approved at this text-only stage. The goal is to make sure every visual helps the audience understand or further relate to the content.
Sticking to Apathy’s bold non-political colour scheme, the motion design style keeps the energy high and the messaging direct. Most important, the videos are heavy on pop culture references and light on complex animation. Quick cuts. Plenty of GIFs. This keeps things refreshingly direct for the viewer, but also affordable and agile for the client. Episodes will be released over the coming weeks, the first two have performed well for the client with above average views and engagement. 
On a personal note, my work on this project has been especially rewarding. Like many people, I’m entering 2021 on a mission to continue to educate myself about racial injustices here at home. I am pushing to improve myself, as well as the work I put out in the world. This collaboration feels like a step forward on my path.
Voiceover Artists - Garret C Smith, Soleil Launiere, Jeff Burling, Jacynthe Pepin 
Co-writer & Co-Producer - Andrew Ng, Apathy Is Boring


Watch the first episode of the Feed Digests on Decolonization:



Julian is the designer and entrepreneur behind the motion design studio ON THE CHASE!. Just under 10 years young, OTC! has won international awards and collaborated with diverse clients ranging from retailer Shoppers Drug Mart and consulting giant Deloitte, to video game maker Ubisoft and charity WWF. A proud member of the RGD, Julian is a past VP on the RGD Board of Directors and an avid speaker and design advocate. He is a graduate of the York/Sheridan Design Degree program, a world traveller and most recently a proud and terrified father.








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