Responsive Collab - Initial Ideas and Research

During our first few meetings we talked about what we each wanted to get out of the brief and campaign. I recommended doing something animated as that would play to my strengths as an animator explaining that the frames and movement can be done by myself and then the clean up we could all work on.


As our group had a lot of ideas and concepts going around we decided that we'd start by independently going about coming up with our own ideas and then coming together to choose which we thought was best to work towards. The ideas were to work towards the guidelines of the campaign being made up of an animated sting (5 second advert on instagram), Posters, Flyers, App and Billboard ideas. Our over arching theme was to make people understand the real people behind it to show its not for just the upper crust or posh snobs.
So i did some variations on the idea of regular people wearing their work clothes in the poses that are commonly used in their current advertisement strategy.

another idea was for these poses to be in close ups so showing a nike or adidas trainer on point the idea of a very cheap and wide spread company is used by these so called upper class people, this could also be translated into track suits and other regular sports equipment instead of leotards.

One final idea i worked on was a storyboard to show the preparation of a dancer going from them having to wake up at 6 in the morning and as she gets ready to leave in the morning she's practicing her steps and warming up as she does her morning routine.