Designing Moral Narratives through 3D Animation: Youth Identity and Cultural Reflections in Ghana’s Pressure Music Video

Abstract

This paper explores Pressure (2024), a 3D animated music video by Ghanaian musician Akwaboah, as a cultural artefact that visualizes the ethical and psychological dilemmas confronting Ghanaian youth. The narrative, delivered in Akan, depicts a young man whose financial struggles push him toward questionable choices, ultimately underscoring the consequences of material obsession and societal pressure. Through photorealistic design, culturally embedded symbols, and emotionally nuanced storytelling, the animation functions as both a moral allegory and a mirror of contemporary youth identity. Drawing on animation theory, visual semiotics, and postcolonial media perspectives, the study examines how Pressure reimagines African digital storytelling by blending traditional values with modern design techniques. A qualitative approach was adopted, using purposive sampling to engage industry practitioners, animation educators, and selected audiences. Their insights provide context for understanding the role of 3D animation in shaping moral discourse and contributing to social commentary in Ghana’s evolving media space. The findings reveal that digital animation deepens narrative engagement while creating opportunities for critical reflection on ethical challenges within youth culture. The paper concludes with recommendations for advancing animation design and education in Ghana, highlighting its potential to address social issues through culturally resonant and ethically grounded storytelling.