Motion design

Safer nightlife

The problem

The fact that a club has a safer space policy does not necessarily mean that it is enforced.

One of the subcultures that particularly experiences this problem is those who engage in the Copenhagen DJ scene. Groups belonging to various minorities, including gender, ethnicity, sexuality, etc., have encountered issues where clubs have a policy but do not adhere to it.

The solution

Our solution is a fairytale story inspired by real stories from women in Copenhagen’s nightlife. In contrast to ordinary fairy tales that are idyllic, stereotypical, and supernatural, our adventure deals with themes of harassment, neglect and reality. The contrast between the genre and reality creates a reinforcing effect, and our message becomes clearer.

CLIENT

The Alliance for safer nightlife

Tools

Procreate
Adobe CC:
– After Effects

Content

Insights

Art direction

Storyboard

01. Insights

Important citations from our desk research that gave us insights:

“In all focus group interviews, participants express that they experience several places marketing themselves as safer spaces, but some of these places do not live up to what they promise in practice.”

“In the focus group with women, it is described as positive if there is a selection and screening at the door based on whether the guests have ‘the right intentions’ and are not too intoxicated. It is also highlighted as positive that one is informed about the clubs’ safer space policy at the door, while simultaneously experiencing that the policy is implemented within the doors.”

02. Art direction

Fairytailes

Fairytales is a subculture that has deep solid roots in our Danish culture.

We have HC Andersen whose fairytales are known by all in Denmark. To reach out to a broad range of ages, both young and adults, fairytales in general can reach out to the target audience and catch their interest.

Fairytales in general are creative stories that are idyllic, stereotypical, and supernatural, but they also have a clear moral.

Fairytales can be translated into real-life situations.

We took visual inspiration from classic family fairytales with the old style in typography, the bright, colourful and contrasting colour palette, and decorative elements.

The direction

For the best possible solution, we have chosen to focus on the stories that women tell. We felt that due to our groups internal ethnicity, sexuality, and gender, we could best address a solution that is targeted towards women. This should not be seen as excluding the possibility that the solution can benefit other groups experiencing a similar problem. It is mainly for our own integrity.

The target audience

The target audience for our solution is politicians in the Folketing (Danish Parliament). We believe that there is a need for specific legislation in this area. Legislation could help ensure that clubs branding/marketing themselves as having a safer space policy will be required to have trained staff capable of enforcing it.

Visual style

Colour moods can vary depending on the mood and situations. As the story progress, the exciting and warm mood becomes more cold as blue as an effect to change the situation for the womens experience in the nightlife – the feeling of being left alone by not getting help and not having a safe space to go to.