The creators of Credibility were looking for a way to visualize their concept of a next generation tool that evaluates information source reliability. Using natural language processing, the algorithm analyzes a piece of media and assigns it a numerical Credibility score. This score would ultimately help audiences make an informed decision about a topic by knowing whether a source is reliable or if it is “fake news”.
The clients wanted to promote Credibility and allow future investors to visualize how the tool works. Pixeldust began by creating mood boards filled with imagery matching the computerized information technology feel for the project. Pixeldust designed a sleek, high-tech interface that gives viewers a behind the scenes look at the numerous complex processes that determine the Credibility score. The Pixeldust team researched different types of graphs, such as radars and heat maps, as the animators searched for the best way to make the segments visually interesting and easy to understand. The interface design went through multiple rounds of revisions, and initial versions of the design are below.
Created entirely in After Effects, the animation team utilized plugins like Plexus to give the interface a highly scientific, methodical feel. The use of animated graphs and facial recognition tracking further emphasized the Credibility tool’s meticulous analysis. Utilizing video segments from public figures such as Mark Zuckerburg, Elon Musk, and Donald Trump, the interface analyzes factors such as the speaker’s tone, facial movements, and language clarity. Pixeldust opted to use black and white footage of the speakers to draw attention to the red and blue graphics representing fact correlation, gesture indicators, and the Credibility score. Furthermore, small pop up boxes illustrated how the use of idioms or interjections could bring down a score and reflect less reliability.
A CLOSER LOOK
The team began with a simple approach focusing on the tracking of the subject’s face and an organized layout of the various parameters on the left side. The client requested an information overload, with all elements being visually tracked with a wide variety of graphs and bars.
In the end, this video leaves audiences with an understanding of how the Credibility tool operates, and how hoaxes, misinformation, and “fake news” can be exposed in the future.