Art Direction || Project 1: Proposal

30.10.2025 - 18.11.2025 || Week 02 - Week 09
Hanson Pea Wei Hao || 0359463
Art Direction || Bachelor of Design (Honours) in Creative Media || Taylor's University
Project 01: Proposal

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Lists

1. Instructions

2. Feedbacks

3. Reflections

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Instructions

 

Project 01 : Proposal

The foundational goal for Project 1 was to craft an art direction concept that addresses a relevant, real-world community challenge, specifically one that connects with the United Nation Sustainable Development Goals (SDGs). This is not a standalone exercise, but rather the starting point for a cumulative project that will evolve until the final submission, allowing for different outputs such as a social campaign or a specialized game concept.

Fig 1.1, Choose the name for the game name

Following initial concept development, we engaged in several rounds of discussion to refine and adjust the narrative to precisely fit our target demographic of children and teenagers. This process was crucial for ensuring the content is both accessible and highly engaging for this age group.

This refinement also led to significant character development and changes. We ultimately landed on Guss, a duck, as our protagonist. Guss offers a friendly, relatable, and visually distinct character to anchor the interactive comic's educational content.

After the final script [Shown below] was completed and the narrative was solidified, my next primary responsibility shifted to Character Design and developing the Storyboard Concept.

Script:

Fig 1.2, Story Script

Character Design with Felicia:

Fig 1.3, Character Deisgn for Guss

Bad ending Draft:

Fig 1.4, Bad Ending Design 1[Just 30 minute more]

Fig 1.5, Bad Ending Design 2 [poor Time Management]

Fig 1.6, Bad Ending Design 3 [Just that close yet]

While the visible deliverables might appear foundational, I believe the work completed so far establishes a robust and essential framework for the subsequent development of our interactive comic. The successful definition of our SDG, target audience, narrative, and core visual elements provides the necessary stability to move forward.

Regarding the supporting documentation, the work was distributed equally: all team members collaborated and contributed specific sections to the project management documentation, the final report, and the presentation deck.

Final Outcome

Fig 2.1, Project 1 Final Proposal

Fig 2.2, Project 1 Final Presentation Deck

 

Fig 2.3, Project Management Report

Fig 2.4, My Individual Weekly Report

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Feedbacks

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Reflections

For this project, I was responsible for developing the proposal with group, storyboard concept with felicia, and think about the bad ending sequences, and some part detail of character designs. I began by structuring the proposal, where I clarified the narrative direction, visual mood, and thematic intention of the entire project. This process helped me refine my ability to present creative ideas in a clear, convincing, and professional format.

When creating the storyboard concept, I focused on planning each scene’s pacing together with my groupmate, emotional shifts, and visual flow. I paid special attention to camera angles, composition, and transitions to ensure that the storytelling felt smooth and engaging. I also produced the “Bad Ending” storyboard sequences, which required me to think more deeply about dramatic tension, facial expression, and how to create impactful scenes using visual cues alone.

Overall, handling these responsibilities individually allowed me to improve my skills in creative direction, visual communication, storytelling logic, and aesthetic decision-making. It also helped me appreciate how every element from concept to character must be carefully planned to create a cohesive and meaningful final outcome.

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