Mountain Dew
Challenge
Create a 5 Second Tag that targets an Audience that has not previously been approached by Mountain Dew. Grow their outreach by advertising to completely new consumers.
Pitch
I created two different approaches for this challenge, both having a certain target audience in mind. I wanted to do something original and to pick an audience that Mountain Dew doesn’t regularly advertise to, that way this can be fun and experimental.
The Musician
The Musician takes a look at a targeted section of our audience. The aspiring musicians and music loving teens.
Musicians embrace the side of fun and excitement everytime they pick up an instrument or hear a new musical piece.
Living Liquid
Living Liquid takes a dive into the bottle itself looking at the drink and bringing life to it. This direction is targeted towards the athletes in our audience.
Athletes understand breaking barriers and the thrill they feel when having fun. And we have some ambiguity.
Development
Moving forward The Musician was chosen. With notes of changing compositions and what to highlight I began with development.
First Pass
I went to youtube and other media sources to just watch a bunch of different musicians playing instruments. I wanted to see how they create a spectacle and make everyone feel the music.
Then going into photoshop I went in and created a rough animatic. The point was to capture movement and compositions and see if it was working before putting in more time in the looks. With a fast-paced schedule, I just kept it quick and took about an hour to do this.
Went into After Effects and used nulls to move everything around. Adding keyframes on artwork makes it harder to change later and be flexable.
Drawing the rough outlines in photoshop. I play a lot with scale so above is a clear look at what outlines are being used.
First Pass Rough Outlines
Second Pass
Going forward my Art Director and me, discussed pushing this piece even further. Let’s make the piece much more experimental and wild. My goal is to make my Art Director want to tell me to reel it back in now. I chose to mix the media because creating an expressive piece I didn’t want the visuals to be confined by only one design approach.
I went in and build up the anticipation of movement through long moving holds and a quick release into the motion to contrast the build-up. This is all to control what my emphasis is and to not overload the scene with everything moving at the same pace. The movement of the liquid itself is treated as chaotic to show the burst of energy and carbonation.
I went in and tried to build out the scene with repetition.
This time going into illustrator to keep the artwork high resolution when it is scaled up.
Second Pass Iteration
Final Pass
Final Pass Iteration 16x9 ratio
Final Pass Iteration 1x1 ratio