Shifting Context

For this assignment, the goal was to create an audiovisual (AV) installation that combines image, sound, and text. The theme “Shifting Context” challenges the viewer’s perception by transforming ordinary situations into something unexpected. The focus is on how meaning changes when context changes, and how familiar visual elements can take on an entirely different function once typography or sound is added.

Concept Idea

My concept is based on intrusive thoughts in traffic situations. While driving, some people (including myself) often experience sudden, unwanted thoughts, irrational impulses that contrast sharply with what they would actually do. These thoughts can be disturbing, quick, and completely out of place.

Traffic signs are perfect for this theme because they represent order, rules, and structure. By transforming these signs into intrusive thoughts, the installation shows how the mind can shift context instantly, even in a controlled environment like the road.

The installation starts with a peaceful suburban street scene containing ordinary traffic signs. After a bus passes through the frame, the context abruptly shifts: the same signs now show intrusive thoughts, short, intense phrases that “interrupt” the calm setting.

Development Process

I began by collecting and designing a set of traffic signs in a consistent visual style. These include:

  • a stop sign,

  • a speed-limit sign,

  • a disabled-parking sign,

  • detour sign,

  • plus several additional signs I can manipulate with text.

I also created separate layers for:

  • the background street scene,

  • the car,

  • the signs,

  • and the bus.

This layering allows for precise control in the animation.

After Effects Execution

In After Effects, I animate the transformation moment using the bus as a visual “wipe”. As the bus moves across the screen, it temporarily blocks the view, allowing the new, intrusive-thought version of the signs to appear seamlessly afterward.

This creates a clean and impactful shift in context.

  • Before the bus: calm, normal, structured.

  • After the bus: intrusive thoughts interrupt the visual order.

Typographic effects such as slight vibration, distortion, or flicker emphasize the discomfort and suddenness of these thoughts. The sound design supports this shift: starting with a natural street ambience, then briefly muting as the bus passes, followed by a darker, more intrusive sound atmosphere.

Outcome

The result is an AV installation that visually and sonically represents how everyday situations can be invaded by unwanted thoughts. The viewer experiences how quickly context can change, even when the physical world stays the same.

Reflection

This project helped me understand how strongly context affects meaning. By turning normal traffic signs into intrusive thoughts, I learned how a calm street scene can suddenly feel tense without changing anything physical. The shift works well, and the message comes across clearly.

However, I’m not fully satisfied with the final result. The idea is strong, but with more time I could have improved the animation, visual polish, and overall atmosphere. Even though the concept is clear, I know the execution could be more refined. It’s a project I would like to develop further if I had the chance.