Gästrike Katthem
Idea
Since there are more cats than we can care for, even here in Sweden.
The idea was born to raise awareness about the issue.
The plan was to launch a campaign and create informative segments to share knowledge about cat shelters and cats in need. These segments would be published on YouTube, their own website, and also shortened for Gästrike Katthem’s social media channels.
The first episode was going to be about adoption and how it works.
The purpose of the campaign changed during the course of the project when I realized that the shelter wasn’t aiming to increase cat adoptions at all. Instead, their focus was on making sure every adoption became a true forever home. In hindsight, this makes perfect sense; the cat’s well-being always comes first.
Changed Logo
I also changed the font in the logo to Caviar Dreams, which is kind of purrfect.
Before there was something like Helvetica bold which felt kind of hard to their image.
Ofcourse I also vectorized it, in Illustrator.
Challenges I Faced,
During the Project
The most valuable learning experience happened during the interview, where pretty much everything that could go wrong did. The person I was originally supposed to interview got sick and had to cancel. The interview kept getting postponed until the very last possible day. In the end, a stand-in had to step in — completely unprepared.
The radio was playing in the background, which made editing more difficult — along with all the hand gestures. I had set up lights, of course warm ones, since I wanted that specific feeling in the film. I turned off the ceiling light, but the room had a large window that let in daylight, which ended up overpowering everything.
The whole interview was done in one take, which in hindsight, wasn’t necessary at all, since it was going to be edited anyway.
You really can’t have too much extra footage, though. So in the end, it turned out to be a valuable learning experience and to the left you can see the result of a short for SoMe.
Software used: Premiere Pro, After Effects, Photoshop, Illustrator
Camera: Canon 7D
Lens: Canon 50 mm 1,2
