Finished video
Intro video for kucca, a cloth diaper shop
A 90-second video for kucca, a Tokyo shop for Japanese-made cloth diapers that also runs potty-training courses, moving from the worries of a parent who wants to try cloth diapers to the trial set, leak-resistant diapers and the course
Narration and on-screen text are in Japanese. The sections below describe the video in English.
How it was made: Motion graphics built in HTML and exported frame by frame. Product photos, the course handbook photo and the logo are images published on kucca.jp and kucca-manabi.com, and no photos showing children or people were used. Free music, with sound effects placed at 134 points (no filming or narration)
Overview and production conditions
- A parent who wants to try cloth diapers is unsure what to buy, worried about leaks and washing, and confused about potty training.
- The trial set and size guide, hand-sewn fitted diapers with articles on care, and the potty-training course answer each worry in turn.
- The shop's history since 2009 and courses for about 1,000 families build trust before the close, "Start with just one."
- Exports
- One 90-second landscape 16:9 video
- Structure
- What it is, the person and situation, three worries, if nothing changes, the reveal, three solutions, reassurance and the close
- Approach
- A washing line runs across an unbleached double-gauze background, and captions appear on fabric tags held by clothes pegs. Scenes change as kucca's patterned fabric blows across the screen. No narration, only music and sound effects
- On-screen material
- Product photos, the course handbook photo and the logo are images published on the official websites. Only photos without people were used
The 90 seconds, scene by scene
0–4 s: Product photos hang on the line, and the kucca logo appears with "a Japanese cloth diaper shop and potty-training courses".
4–10 s: A card for Yui (first child, 2 months old, 5.2 kg, currently in disposables) and a handwritten note, "I want to try cloth diapers".
10–16 s: Worry 1. Question marks pile up on a shopping list: how many, flat or fitted, which cover size, tape or pull-up.
16–22 s: Worry 2. "cloth diaper leaks", "how to wash poop" and "cloth diaper mold" are typed into a search box.
22–28 s: Worry 3. Potty-training search results disagree: from age 2, from 18 months, age 3 is fine.
28–32 s: The calendar turns from 2 months to 1 year, and the note still says "I want to try".
32–36 s: Fabric sweeps across to reveal the kucca logo and the site's line, "Cloth diapering deepens the bond between parent and child."
36–48 s: Solution 1. On the same shopping list, question marks turn into checks. The trial set (one cover, one fitted diaper, one Pasima® diaper, ¥5,640 including shipping) and the size guide show that 5.2 kg is size S.
48–60 s: Solution 2. Fitted diapers with a gourd-shaped stitch sewn by hand, and the same search terms lead to kucca's 30-plus articles on cloth diapering.
60–72 s: Solution 3. The conflicting answers are cleared away for the potty-training course handbook and its topics, ¥5,000 with textbook, in person or by recorded video.
72–82 s: Fabric tags line up on the washing line: a cloth diaper shop since 2009, Japanese-made and organic, handmade by craftspeople, courses for about 1,000 families, children welcome at courses, and a special prize at the Color Me Net Shop Awards 2019.
82–90 s: "Start with just one." with the logo, kucca.jp, kucca-manabi.com and Instagram @kucca_shop.
Key scenes and production steps
- Research
- We read the shop site, the course site and Instagram, and gathered the products, prices, sizes, course content and track record before writing the script
- How the solutions are shown
- The shopping list, search box and conflicting answers from the worries come back in the solution scenes, where question marks turn into checks, searches lead to articles and the answers are replaced by the course
- Sound
- Free music, with one sound effect for each movement on screen, 134 in all, and the overall volume evened out
- 01Gather the facts about the products and courses from both sites
- 02Fit three worries and three solutions into the 90-second structure
- 03Set the look with the published images and fabric patterns
- 04Build the motion in HTML and export it frame by frame
- 05Place sound effects and even out the audio
More work
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