10th of June: Campaign Development - I can’t believe the deadline is tomorrow
In the previous posts, I spoke about some of our ideas and showed the mood boards I created to help me out create my animations. The last few days were full of experiments, lots of attempts but we finally figured out the structure of our animations.
On Thursday night, Sabrina showed us the animation she created for the experience of bowling. It was amazing and we all felt like the video she made was some sort of guide for us.
The videos would have 4 scenes, like we had discussed before - The beginning with the collage of The O2, zooming into a pathway where we could see human figures with stripes on their faces and, on the floor, objects related to the experience, continuing to a spiral (here it was up to each of us what we would create) and finishing with copy and Ravensbourne’s and The O2′s logos.
My animation was focused on food experiences, so I wanted to show all kinds of food you can have at the Arena. Taking inspiration from Socialist Realism, my first experiments where full of bold colours which I felt like weren’t true to the experience itself.
I decided I had to use a different colour palette, because these colours were way too strong, making the eyes go to the graphics and not to the food. Also, I felt like it needed something else. On Friday, when I went for an interview at Leo Burnett, Dan and Luke said the video needed faces - I agreed, but not entirely. Stephanie and Benjamin from the O2 also said the videos need to feel relatable. I needed to put more than hands and parts of faces in my video.
When I saw the video Sabrina created, I thought about that human figure as a common element in our videos - 50s figures being part of the experience.
This was my final experiment:
After all, this is a campaign, so I tried to make the videos similar but not the same. As we agreed, after the human figures were shown, we’d have a scene where we could do anything. Sabrina chose to do a spiral, I chose to do spinning hands holding plates, as the food in the plates changes. This scene was the one I used for the portrait screens.
For the vertical screens, I adapted the third scene of my animation and made this:
I wasn’t sure if we could use logos of the shops inside of the building, so I made this other one:
In relation to the other screens, I’m still working on them, as I want to create some nice mockups.
I can’t believe tomorrow is the actual deadline. This project had so many ups and downs, but I’m glad we’re finishing this year feeling happy about our work.
