This project centered on creating a motion-driven awareness video using real-world statistics. I chose to focus on the critically endangered Black Rhino, using both data and visual storytelling to highlight the consequences of poaching. The goal was to translate factual information into an emotional narrative that remains concise, impactful, and visually engaging.

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Process

I began by researching Black Rhino population trends and poaching statistics, identifying key facts that would support a strong emotional message. The script was crafted to balance urgency with clarity, using the opening line—“This is a black rhino’s horn, worth thousands on the black market…”—as a hook to frame the narrative around value versus cost.

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Working in After Effects, I explored kinetic typography, timed transitions, and minimalistic symbolism to maintain focus on the message. Motion elements were designed around pacing, ensuring the weight of each statistic landed effectively without overwhelming the viewer.

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Final Work

The completed motion piece integrates typography, animated infographics, and bold text to guide viewers through the scale of population loss—98% in just a few decades—while reinforcing the ongoing threat despite conservation efforts. The closing line, “No trophy should ever cost a life,” grounds the message in ethics rather than numbers, tying together the visual and emotional components.​​​​

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Impact​​

The project demonstrated how motion graphics can act as a persuasive tool for awareness campaigns. It strengthened my skills in After Effects, particularly in developing narrative flow through typography and animation. More importantly, it served as an exploration of how design can amplify conservation messaging in accessible, emotionally resonant ways.

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Contributing Creatives

• Voice over by my friend Dylan.

• Photos were taken from Pexels.