Pay As You Grow

Working with creatives in developing the art direction in a campaign for EE customers getting free data. The idea was to have the data grow so much that the customer get squashed into the screen.

Utlising the brand's typography and seeing how this would work across multiple platforms, from OOH to social media.

I started off by creating scamps that would show options for how this expanding data would grow and fill the space, giving options of how the word data could grow to fill the space, if we keep the word data in one line for legibility or push it further and break the word into letters and scale to fill the space and provide a more dramatic feel. This gave us a guide to work from when we went on the shoot.

SKILLS:

Art Direction, Scamps, Print, Digital

CLIENT:

DATE:

2018

Final Design

After the shoot I worked with the retoucher to get the key visual of the squashed man how we wanted and then put it into the layout. I then looked at how the big particle letters forming DATA would look, pushing the brands typography, trying variations to give the look that the particles themselves had volume.

Motion

When it came to motion, we shot the guy reacting to the growing data and then squashing into the screen. It wasnt enough to just have the word Data get bigger, the particles that made up the word needed to grow as well. This brought an extra level of detail and made it feel more realistic while still playful. Finally working with the motion designer on animating the growing typography and making it fit in with the video we shot.

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