Understanding a price on carbon

Citizens’ Climate Lobby (CCL) is a non-profit organization advocating for policies to address climate change, particularly through a carbon fee and dividend approach.

They needed a comprehensive motion graphic video that educates, engages and builds support for CCL’s proposed policy of the Carbon Fee and Dividend Act.
Adobe Creative Cloud: Photoshop Icon.Adobe Creative Cloud: Illustrator Icon.Adobe Creative Cloud: AfterEffects Icon.
Type
Motion graphics
Role
Illustration
Storyboard
Project management
Motion graphics
Audience
Policy makers
Community leaders
Potential supporters
Final animation of the "clean earth sparkling" sequence.

Challenges

In the absence of a formal brand style guide, I had to research and compile my own library of existing assets to make sure I maintained the brand identity.
Existing Collateral:
Existing CCL assets.

Process

Sketches
Iterations
Still Frames
Iterations of initial sketches and storyboard.

Coming Together

Sample of the new icons created for the project in the same style as the existing CCL assets.Color scheme.
“Clean” vs. “dirty” colors
We needed clearly distinguish the renewable energy from fossil fuels. Some “dirty” variations were explored, but we ultimately went with colors strictly from the CCL color palette.
Initial sketch of the "clean vs dirty planet color scheme" sequence.Zoomed in final animation of the "dirty to clean earth" sequence.
“With the carbon fee and dividend, fossil fuel companies pay a fee when they pollute the air.”
Brainstorm of the "pay fee" sequence.Brainstorm of the "pay fee" sequence.Brainstorm of the "pay fee" sequence.Final animation for the "pay fee" sequence.
“Cost for some things will go up. But for many purchases, we'll be able to substitute a greener choice.”
Initial sketch of the "green goods roulette" sequence.Final animation of the "greener goods roulette" sequence.
“The money collected from fossil fuel companies go to American as a monthly dividend, or carbon cashback.”
Brainstorm of the "money distribution" sequence.Initial sketch of the "money distribution" sequence.Initial sketch of the "money distribution" sequence.Final animation of the "money distribution" sequence.
An in-context example showing the video in a relaxed, research/study setting.An in-context example showing the video watched on an ipad in a relaxed setting.An in-context example showing the video in a small group presentation setting.
Outsourced by CCL: Voice-over, music, sound effects, and subtitles.

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