Mastering After Effects: A Comprehensive 30-Day Journey from Fundamentals to Professional Animation and VFX

“Mastering After Effects” is an intensive 30-day program designed to equip participants with the skills and knowledge needed to excel in the world of motion graphics, visual effects (VFX), and animation. Whether you’re a beginner or someone with some experience in digital media, this course offers a structured approach that takes you from the basics of After Effects to advanced techniques used by professionals in the industry.

This program covers every aspect of After Effects, from understanding the Adobe Creative Cloud ecosystem and setting up your environment to mastering intricate animation techniques, 3D layers, and complex compositing. Each session is meticulously crafted with practical, hands-on projects that mirror real-world scenarios, ensuring that you not only learn the software but also understand its applications in a professional setting.

Key Features:

  • Comprehensive Learning Path: The course is divided into 30 structured sessions, each focusing on a specific area of After Effects. The journey starts with the basics, such as layer management and keyframing, and progressively dives into more advanced topics like 3D animation, motion tracking, and expression-based automation.
  • Practical Projects: Every session includes a hands-on project that reinforces the concepts learned. These projects range from simple text animations to complex 3D scenes, ensuring that by the end of the program, you have a portfolio of work that showcases your skills.
  • Industry-Relevant Skills: The curriculum is designed with current industry needs in mind. You will learn techniques that are highly sought after in the job market, such as advanced compositing, color grading, and integrating After Effects with other Adobe tools like Photoshop and Illustrator.
  • Job Market Insights: Sessions dedicated to understanding the job market, career opportunities, and how to leverage your new skills to enter or advance in the field of motion graphics and VFX. You will also learn how to optimize your workflow, a critical skill in professional environments.
  • Focus on Career Growth: Whether you’re looking to start a new career, enhance your current skill set, or move into freelance work, this program provides the tools and knowledge to succeed. The final sessions of the course focus on creating professional-grade projects and optimizing your workflow to meet industry standards.

Why You Should Learn After Effects:

Adobe After Effects is a powerful software used for creating motion graphics, visual effects (VFX), and complex animations. Learning After Effects can significantly benefit your career and creative projects in various ways. Here’s a detailed explanation of why mastering After Effects is valuable, supported by practical examples:

1. Expanding Creative Capabilities

Explanation: After Effects allows you to push the boundaries of creativity by providing tools for advanced animation, visual effects, and compositing. It enables the creation of professional-quality animations and effects that can make your projects stand out.

Example: Imagine you are working on an educational video for an EdTech company. With After Effects, you can create animated infographics that visualize complex data in a compelling way, making it easier for viewers to understand. For instance, you can animate a graph to illustrate student performance trends over time, integrating dynamic transitions and effects to highlight key insights.

2. Enhancing Video Production Quality

Explanation: In the competitive world of video production, high-quality visuals are crucial. After Effects provides a suite of tools to enhance video quality, including color correction, visual effects, and advanced compositing techniques.

Example: Suppose you’re producing a video to promote a new educational app. By using After Effects, you can add polished text animations, apply color grading for a consistent look, and incorporate visual effects like lens flares or particle systems. This enhances the video’s professional appearance, making it more engaging and impactful for potential users.

3. Improving Career Opportunities

Explanation: Proficiency in After Effects is highly sought after in various industries, including film, television, advertising, and digital media. It opens doors to roles such as motion graphic designer, VFX artist, and multimedia producer.

Example: A motion graphic designer skilled in After Effects might be hired by an EdTech company to create engaging animations for online courses. This role involves designing animated course materials, interactive elements, and promotional videos, all of which require a deep understanding of After Effects.

4. Enabling Complex Visual Effects

Explanation: After Effects excels at creating complex visual effects that can bring imaginative concepts to life. It provides advanced features like 3D layering, motion tracking, and particle systems.

Example: Consider a scenario where you need to create a futuristic classroom scene for an EdTech promotional video. Using After Effects, you can integrate 3D elements such as virtual whiteboards and holographic displays, apply motion tracking to animate these elements realistically, and use particle effects to simulate interactive features like floating text or digital animations.

5. Enhancing Interactive Learning Experiences

Explanation: In the EdTech sector, creating interactive and engaging learning materials is essential. After Effects can be used to develop interactive tutorials, animated quizzes, and visually appealing e-learning modules.

Example: For an EdTech company developing a new online learning module, After Effects can be used to animate interactive tutorials that guide students through complex topics. You can create animations that illustrate step-by-step procedures, integrate voiceovers and sound effects, and design interactive elements that respond to user input.

6. Boosting Content for Social Media and Online Platforms

Explanation: Content for social media and online platforms often needs to be eye-catching and engaging. After Effects allows you to create dynamic and visually appealing content that captures the audience’s attention.

Example: An EdTech company wants to create promotional social media videos for their latest online course. After Effects can be used to design attention-grabbing animations, text overlays, and visual effects that highlight course features and benefits. The result is a series of high-quality, shareable videos that drive engagement and attract potential learners.

7. Versatility and Creative Control: After Effects offers unparalleled creative control, allowing you to create stunning visual content ranging from simple animations to complex visual effects. Whether you’re designing an animated logo, creating a cinematic title sequence, or crafting a full-blown VFX shot, After Effects provides the tools you need to bring your vision to life.

8. High Demand for Skilled Professionals: The job market for motion graphics designers, VFX artists, and animators is booming. Companies across various sectors, including advertising, entertainment, education, and corporate communication, are seeking skilled professionals who can create engaging visual content. Mastering After Effects positions you as a valuable asset in these growing industries.

9. Integration with Other Adobe Tools: As part of the Adobe Creative Cloud suite, After Effects seamlessly integrates with other tools like Photoshop, Illustrator, and Premiere Pro. This integration streamlines your workflow, making it easier to work on complex projects that require multiple creative tools. Learning After Effects opens the door to mastering other Adobe software, further enhancing your capabilities as a creative professional.

10. Freelance and Remote Work Opportunities: With the rise of remote work and the gig economy, mastering After Effects offers numerous opportunities for freelance work. As a skilled After Effects artist, you can work with clients from around the world, offering services such as explainer videos, social media content, and promotional animations. This flexibility allows you to build a career that suits your lifestyle.

11. Endless Creative Possibilities: The skills you gain from this program are not limited to any one industry. After Effects is used in film, television, online content creation, marketing, education, and more. The creative possibilities are endless, making this a versatile skill set that can be applied in various contexts.

Prerequisites:

  • Basic computer skills
  • No prior experience with After Effects required

Materials Provided:

  • Access to Adobe Creative Cloud (trial or subscription required)
  • Project files and assets for hands-on sessions
  • Step-by-step guides for installation and setup
  • Additional resources and reading materials

Instructor Requirements:

  • Proficient in Adobe After Effects and motion graphics
  • Experience in the creative industry
  • Ability to explain complex concepts in a simple and engaging manner
  • Knowledge of the current job market for motion graphics and VFX professionals

Certification:

  • Participants will receive a certificate of completion upon successfully finishing the program, demonstrating their proficiency in Adobe After Effects and related techniques.

Outcomes:

  • Skills: Participants will gain comprehensive skills in motion graphics, animation, and visual effects, with a strong focus on practical application and professional standards.
  • Portfolio: By the end of the program, participants will have a portfolio of completed projects, showcasing their ability to create professional-grade animations and VFX.
  • Career Readiness: Graduates will be equipped with the knowledge and confidence to pursue career opportunities in the creative industry, whether in full-time roles or as freelancers.

Table of Contents

  1. Introduction to Adobe Creative Cloud and After Effects Installation
  2. Why Learn After Effects? Market Insights and Career Opportunities
  3. Getting Started: After Effects Interface and Basic Tools
  4. Working with Layers: Types, Management, and Basic Animations
  5. Understanding Keyframes: Timing, Easing, and Animation Basics
  6. Shape Layers and Masks: Creating and Animating Shapes
  7. Text Animation: Kinetic Typography and Basic Text Effects
  8. Working with Images and Videos: Importing and Managing Assets
  9. Basic Effects: Applying and Animating Simple Effects
  10. Motion Tracking: Tracking Objects and Integrating with Layers
  11. Rotoscoping: Isolating Objects and Advanced Masking Techniques
  12. 3D Layers and Cameras: Creating Depth and Perspective
  13. Lights and Shadows: Enhancing 3D Scenes
  14. Audio: Importing, Editing, and Synchronizing Sound
  15. Expressions: Automating Animations and Creating Dynamic Effects
  16. Advanced Keying Techniques: Green Screen and Chroma Key
  17. Time Remapping: Speed and Time Effects
  18. Stabilizing Footage: Using Warp Stabilizer
  19. Color Correction and Grading: Enhancing Visual Appeal
  20. Working with 3D Text and Extrusions: Advanced Text Effects
  21. Compositing Techniques: Combining Multiple Elements
  22. Creating Custom Transitions: Advanced Techniques
  23. Using Plugins: Enhancing After Effects with Third-Party Tools
  24. Rendering and Exporting: Best Practices for Output
  25. Workflow Optimization: Tips for Efficient Project Management
  26. Creating Animated Infographics: Data Visualization
  27. Advanced Animation Techniques: Complex Movement and Effects
  28. Final Project Planning: Developing a Comprehensive Project
  29. Final Project Execution: Bringing It All Together
  30. Review and Next Steps: Assessing Skills and Career Planning

Session 1: Introduction to Adobe Creative Cloud and After Effects Installation

  • Preview: Introduction to Adobe Creative Cloud ecosystem and After Effects installation process.
  • Objectives:
    • Understand the benefits of Adobe Creative Cloud.
    • Install and set up After Effects.
  • Activities:
    • Overview of Creative Cloud applications.
    • Step-by-step installation of After Effects.
    • Basic setup and workspace customization.

Session 2: Why Learn After Effects? Market Insights and Career Opportunities

  • Preview: Explore the significance of After Effects in the industry, career opportunities, and job market trends.
  • Objectives:
    • Identify key career roles and market demand.
    • Understand the benefits of mastering After Effects.
  • Activities:
    • Research-based discussion on industry trends.
    • Case studies of successful professionals in the field.

Session 3: Getting Started: After Effects Interface and Basic Tools

  • Preview: Familiarize yourself with After Effects’ interface and basic tools.
  • Objectives:
    • Navigate the After Effects interface.
    • Use basic tools and panels.
  • Activities:
    • Introduction to panels and workspace.
    • Project: Create a simple animated introduction for an EdTech webinar.

Session 4: Working with Layers: Types, Management, and Basic Animations

  • Preview: Learn about different types of layers and basic animation techniques.
  • Objectives:
    • Understand layer types and management.
    • Apply basic animations to layers.
  • Activities:
    • Create a layered composition with basic animations.
    • Project: Design an animated infographic explaining the benefits of a new EdTech tool.

Session 5: Understanding Keyframes: Timing, Easing, and Animation Basics

  • Preview: Dive into keyframes, timing, and easing techniques for animation.
  • Objectives:
    • Master keyframe animation techniques.
    • Implement timing and easing for smooth animations.
  • Activities:
    • Animate a bouncing ball using keyframes and easing.
    • Project: Animate a tutorial video segment demonstrating how to use an EdTech platform.

Session 6: Shape Layers and Masks: Creating and Animating Shapes

  • Preview: Explore shape layers and masking techniques for animation.
  • Objectives:
    • Create and animate shapes.
    • Use masks for advanced effects.
  • Activities:
    • Design an animated infographic using shape layers and masks.
    • Project: Create an animated explainer video for an EdTech company’s new feature.

Session 7: Text Animation: Kinetic Typography and Basic Text Effects

  • Preview: Learn techniques for animating text and applying text effects.
  • Objectives:
    • Create kinetic typography animations.
    • Apply basic text effects.
  • Activities:
    • Design a kinetic typography animation project.
    • Project: Develop an animated title sequence for an educational course or webinar.

Session 8: Working with Images and Videos: Importing and Managing Assets

  • Preview: Understand how to import and manage image and video assets in After Effects.
  • Objectives:
    • Import various media types.
    • Organize and manage assets effectively.
  • Activities:
    • Create a video montage with imported images and videos.
    • Project: Assemble a promotional video for an EdTech product or service.

Session 9: Basic Effects: Applying and Animating Simple Effects

  • Preview: Apply and animate basic effects to enhance your projects.
  • Objectives:
    • Use simple effects like blur, glow, and distortion.
    • Animate effect properties.
  • Activities:
    • Apply a glitch effect to a video clip.
    • Project: Add visual effects to an EdTech tutorial video to emphasize key points.

Session 10: Motion Tracking: Tracking Objects and Integrating with Layers

  • Preview: Learn motion tracking techniques to integrate tracked objects with layers.
  • Objectives:
    • Track moving objects in footage.
    • Integrate tracked data with After Effects layers.
  • Activities:
    • Add text or graphics to tracked footage.
    • Project: Track and integrate interactive elements into an EdTech demo video.

Session 11: Rotoscoping: Isolating Objects and Advanced Masking Techniques

  • Preview: Master rotoscoping and advanced masking techniques for isolating objects.
  • Objectives:
    • Use rotoscoping tools for object isolation.
    • Apply advanced masking techniques.
  • Activities:
    • Rotoscope a moving character from a video clip.
    • Project: Isolate and animate a presenter in an EdTech video tutorial.

Session 12: 3D Layers and Cameras: Creating Depth and Perspective

  • Preview: Explore 3D layers and cameras to add depth and perspective to your projects.
  • Objectives:
    • Create and animate 3D layers.
    • Use cameras to control perspective.
  • Activities:
    • Create a 3D scene with text and shapes.
    • Project: Design a 3D animated intro for an EdTech platform.

Session 13: Lights and Shadows: Enhancing 3D Scenes

  • Preview: Add lights and shadows to enhance 3D scenes and create realistic effects.
  • Objectives:
    • Use different types of lights in After Effects.
    • Apply and animate shadows for realism.
  • Activities:
    • Illuminate a 3D model using various light sources.
    • Project: Enhance a 3D educational scene with realistic lighting and shadows.

Session 14: Audio: Importing, Editing, and Synchronizing Sound

  • Preview: Work with audio to enhance animations and ensure synchronization.
  • Objectives:
    • Import and edit audio tracks.
    • Synchronize audio with animations.
  • Activities:
    • Create a lip-sync animation with audio.
    • Project: Sync background music and voiceover with an EdTech explainer video.

Session 15: Expressions: Automating Animations and Creating Dynamic Effects

  • Preview: Use expressions to automate and enhance animations.
  • Objectives:
    • Write and apply expressions to automate tasks.
    • Create dynamic effects using expressions.
  • Activities:
    • Implement a bounce effect using expressions.
    • Project: Use expressions to create dynamic data visualizations for an EdTech report.

Session 16: Advanced Keying Techniques: Green Screen and Chroma Key

  • Preview: Master advanced keying techniques for green screen and chroma key effects.
  • Objectives:
    • Remove backgrounds using keying techniques.
    • Refine keying for better results.
  • Activities:
    • Composite footage using green screen techniques.
    • Project: Replace green screen backgrounds in an EdTech interview video.

Session 17: Time Remapping: Speed and Time Effects

  • Preview: Manipulate time and speed in footage using time remapping techniques.
  • Objectives:
    • Use time remapping to create slow-motion or fast-motion effects.
    • Implement time-based animations.
  • Activities:
    • Create a slow-motion effect with time remapping.
    • Project: Use time effects to highlight key moments in an EdTech demo video.

Session 18: Stabilizing Footage: Using Warp Stabilizer

  • Preview: Stabilize shaky footage using the Warp Stabilizer effect.
  • Objectives:
    • Apply Warp Stabilizer to smooth out shaky footage.
    • Adjust stabilization settings for optimal results.
  • Activities:
    • Stabilize handheld footage.
    • Project: Smooth out shaky footage in an EdTech promotional video.

Session 19: Color Correction and Grading: Enhancing Visual Appeal

  • Preview: Apply color correction and grading to enhance the visual appeal of your projects.
  • Objectives:
    • Use color correction tools to adjust color balance.
    • Apply color grading for stylistic effects.
  • Activities:
    • Color grade a short video for a cinematic look.
    • Project: Apply color grading to create a polished look for an EdTech case study video.

Session 20: Working with 3D Text and Extrusions: Advanced Text Effects

  • Preview: Create and animate 3D text with extrusion and advanced effects.
  • Objectives:
    • Design 3D text with extrusion and reflections.
    • Animate 3D text for dynamic effects.
  • Activities:
    • Create a 3D title sequence.
    • Project: Design 3D text animations for an EdTech platform’s introductory video.

Session 21: Compositing Techniques: Combining Multiple Elements

  • Preview: Combine multiple elements into a cohesive scene using compositing techniques.
  • Objectives:
    • Use compositing techniques to blend layers and elements.
    • Create seamless integrations of multiple assets.
  • Activities:
    • Composite a VFX scene with multiple elements.
    • Project: Combine various visual elements to create an engaging EdTech advertisement.

Session 22: Creating Custom Transitions: Advanced Techniques

  • Preview: Design and implement custom transitions for a polished look.
  • Objectives:
    • Create custom

transitions using masks and effects.

  • Animate transitions for smooth scene changes.
  • Activities:
    • Design a unique transition effect.
    • Project: Develop custom transitions for an EdTech tutorial series.

Session 23: Using Plugins: Enhancing After Effects with Third-Party Tools

  • Preview: Integrate third-party plugins to extend After Effects’ functionality.
  • Objectives:
    • Install and use third-party plugins.
    • Enhance projects with advanced plugin features.
  • Activities:
    • Create effects using a popular plugin (e.g., Particular).
    • Project: Utilize a plugin to add unique effects to an EdTech explainer video.

Session 24: Rendering and Exporting: Best Practices for Output

  • Preview: Learn best practices for rendering and exporting After Effects projects.
  • Objectives:
    • Set up render queues and export settings.
    • Optimize output for different platforms.
  • Activities:
    • Render a project for web and high-definition formats.
    • Project: Export a completed EdTech promotional video for various platforms.

Session 25: Workflow Optimization: Tips for Efficient Project Management

  • Preview: Optimize workflow and project management for efficiency.
  • Objectives:
    • Implement best practices for project organization.
    • Use tools and techniques to streamline workflow.
  • Activities:
    • Organize a complex project for better management.
    • Project: Apply workflow optimization techniques to an ongoing EdTech project.

Session 26: Creating Animated Infographics: Data Visualization

  • Preview: Design and animate infographics for effective data visualization.
  • Objectives:
    • Create engaging animated infographics.
    • Use data visualization techniques in After Effects.
  • Activities:
    • Design animated bar and pie charts.
    • Project: Develop an animated infographic for an EdTech research report.

Session 27: Advanced Animation Techniques: Complex Movement and Effects

  • Preview: Explore advanced animation techniques for complex movements and effects.
  • Objectives:
    • Implement advanced animation techniques for detailed effects.
    • Use tools and techniques for complex animations.
  • Activities:
    • Create an advanced character animation project.
    • Project: Animate complex interactions between characters and elements in an EdTech scenario.

Session 28: Final Project Planning: Developing a Comprehensive Project

  • Preview: Plan and outline a final project integrating all learned techniques.
  • Objectives:
    • Develop a project plan and storyboard.
    • Outline project scope and timeline.
  • Activities:
    • Create a project proposal and storyboard.
    • Project: Plan a comprehensive EdTech project that incorporates multiple After Effects techniques.

Session 29: Final Project Execution: Bringing It All Together

  • Preview: Execute the final project based on the plan and integrate feedback.
  • Objectives:
    • Complete and refine the final project.
    • Apply feedback and make necessary adjustments.
  • Activities:
    • Finalize and polish the project.
    • Project: Execute the final EdTech project, incorporating all skills learned throughout the course.

Session 30: Review and Next Steps: Assessing Skills and Career Planning

  • Preview: Review acquired skills, assess progress, and plan career steps.
  • Objectives:
    • Evaluate skills and knowledge gained.
    • Explore career opportunities and further learning resources.
  • Activities:
    • Present final projects and receive evaluations.
    • Discuss career planning and additional learning resources.

15 Real-Time EdTech Projects Using After Effects

1. Animated Explainer Video for an EdTech Tool

  • Description: Create a 1-2 minute animated video explaining the features and benefits of a new EdTech tool or platform.
  • Key Elements: Kinetic typography, smooth transitions, animated icons.
  • Project Goal: To effectively communicate the tool’s value to potential users.

2. Interactive Course Introduction Animation

  • Description: Develop an animated introduction for an online course, showcasing the curriculum and key learning outcomes.
  • Key Elements: Text animations, interactive elements, educational icons.
  • Project Goal: To engage students right from the start and set expectations for the course.

3. Educational Infographic Animation

  • Description: Design an animated infographic that visualizes key statistics or data relevant to an educational topic.
  • Key Elements: Animated charts, graphs, and data points.
  • Project Goal: To present data in a visually appealing and easy-to-understand manner.

4. Animated Quiz for Online Learning

  • Description: Create an animated quiz with interactive elements to test students’ knowledge on a particular subject.
  • Key Elements: Quiz questions, animated responses, visual feedback.
  • Project Goal: To provide an engaging way for learners to assess their understanding.

5. Virtual Classroom Scene

  • Description: Develop a 3D animated scene of a virtual classroom, complete with animated characters and interactive elements.
  • Key Elements: 3D layers, camera animations, character animations.
  • Project Goal: To create an immersive learning environment for online education.

6. Educational Video Series Intro

  • Description: Design a dynamic intro sequence for a series of educational videos, incorporating branding elements and animated text.
  • Key Elements: Animated logos, text transitions, branded colors.
  • Project Goal: To provide a consistent and professional introduction to each video in the series.

7. Motion Graphics for Educational Webinars

  • Description: Create motion graphics that enhance the presentation of educational webinars, including lower thirds and transitions.
  • Key Elements: Lower thirds, animated transitions, overlay graphics.
  • Project Goal: To add visual interest and professionalism to live or recorded webinars.

8. Animated Case Study Presentation

  • Description: Develop an animated presentation to showcase a successful case study or success story from an EdTech client.
  • Key Elements: Text animations, charts, before-and-after visuals.
  • Project Goal: To highlight key achievements and results in a visually compelling way.

9. Interactive Learning Module Animations

  • Description: Design animations for interactive learning modules, including animated explanations and interactive buttons.
  • Key Elements: Interactive elements, animated tutorials, feedback animations.
  • Project Goal: To create engaging and interactive educational content for online learning platforms.

10. Educational Video Promo

  • Description: Create a promotional video for a new educational course or product, incorporating animated text and visual effects.
  • Key Elements: Promotional text, dynamic transitions, product highlights.
  • Project Goal: To attract potential students or users with an engaging promotional video.

11. Animated How-To Guides

  • Description: Design a series of animated how-to guides that explain various features or functionalities of an EdTech platform.
  • Key Elements: Step-by-step animations, instructional text, icons.
  • Project Goal: To provide clear and engaging tutorials for users.

12. 3D Animated EdTech App Interface

  • Description: Create a 3D animation of an EdTech app interface, showcasing its features and user interactions.
  • Key Elements: 3D text and icons, camera movements, UI animations.
  • Project Goal: To visually demonstrate the app’s interface and usability.

13. Data Visualization for Educational Reports

  • Description: Develop animated data visualizations for reports or presentations, including interactive charts and graphs.
  • Key Elements: Animated charts, data overlays, interactive elements.
  • Project Goal: To present data in a visually engaging and easy-to-digest format.

14. Branded Educational Course Certificates

  • Description: Design animated course completion certificates with branding elements and dynamic text.
  • Key Elements: Animated text, logos, certificate templates.
  • Project Goal: To provide a professional and visually appealing certificate for course graduates.

15. Social Media Graphics for EdTech Campaigns

  • Description: Create eye-catching social media graphics and short animations to promote educational content or campaigns.
  • Key Elements: Animated text, social media templates, branded visuals.
  • Project Goal: To drive engagement and awareness on social media platforms.

Using Stock Footage, Music, and Animation Templates

Stock Footage:

  • Purpose: Stock footage can be used to supplement your animations with high-quality video clips that are difficult to shoot yourself. It provides a cost-effective way to add realism and variety to your projects.
  • Example: Use stock footage of classroom scenes or educational interactions to blend with your animations, creating a more immersive experience.

Music:

  • Purpose: Background music and sound effects enhance the emotional impact of your animations. They can set the tone, build excitement, or underscore key moments.
  • Example: Choose upbeat, motivating background music for educational promos or calming, ambient tracks for instructional videos. Ensure that the music aligns with the project’s theme and target audience.

Animation Templates:

  • Purpose: Animation templates provide pre-designed assets that you can customize for your projects, saving time and ensuring a professional look.
  • Example: Use templates for animated lower thirds, transitions, or infographics to quickly incorporate polished elements into your EdTech videos. Customize these templates with your own text, colors, and branding to fit your specific needs.

By integrating these resources effectively, you can enhance the quality and efficiency of your After Effects projects, creating compelling and professional content for the EdTech industry.