Concept and creative process
‘Cloud Burst’ was a 10-part story within the ‘Look and Read’ series, designed to encourage literacy in 7-9 year olds. The sequence begins with the generic identity of the ‘Look and Read’ series, two eyes created out of the two ‘o’s in ‘Look’. A title sequence for ‘Cloud Burst’ follows, made up of still images of the effects of prolonged drought, filmed on a rostrum camera. The ‘Cloud Burst’ is interpreted typographically by fast cutting in-camera between different sizes of the ‘Cloud Burst’ logo, filmed as superimpositions. The result on the natural environment is revealed in a further sequence of mixes between still photographs of plant rejuvenation, which appears to be getting ‘Out of Control’.