The Aim: The client Cake/ Havas asked for us to create a campaign advertising disability football and finding a way of gaining audience interest in the sport. They asked to use our creative skills to develop a multi-media campaign for BT.
After the client meeting, we went into groups of three to complete the project. I joined a group with students Alex and Angelique. We had a group meeting after the initial client call and agreed to look over the brief individually and come together with ideas in a following meeting.
Independent research
To start my independent research, I analysed my notes taken during the client meeting and wrote down possible points to dive deeper on. The first question that came to mind was ‘How does the idea tell our brand story of connecting for good?’
I thought we needed to create a positive, upbeat campaign highlighting top players within disability teams and their stories, and one that would create an approachable feel for audience.
Another idea was having an event/ competition learning tricks and showing off talent. The campaign should advertise disabled football takes more SKILL than a regular game. This would highlight the effort and skill behind disabled football players.
Possible tagline – YOU FOCUS, WE PLAY
An interactive VR experience where the audience can see the game being played in a first person view). This will give the user an experience of what disabled football players see around them, feel and hear when they play (heightened senses).
Social media could show chats between a famous sportsmen/women and a disabled football players, chatting about technique and how the game differs.
Abstract idea – Live brail commentary of game on iPads.
Identifying Idea and Project Roles
My group had a meeting where we brainstormed our ideas and came up with the main POA for the project. The team were very enthusiastic about my ideas, and especially liked the VR interactive match experience. We also agreed on having the title ‘Heightening Senses‘ and the tagline ‘Taking senses to a new height‘.
After deciding on the main concept we wanted to run with and thinking about the possible ways of approaching the campaign, we split the tasks between us and identified what we thought we could focus on the best. The team wanted me to create the advert as they didn’t feel experienced/ confident enough and mentioned liking previous video pieces I’ve made in previous projects. I accepted the challenge and broke down the specific requirements with the team. Alex decided on creating the logo, colour palette and the font. Angelique, the marketing strategy and social mockups. I mentioned creating an event (VR Tech Convention) and OOH visuals for football match banners. This work was decided on being distributed between Alex and Angelique while I got on with creating the video (which was more time consuming).
CAMPAIGN: VR interactive experience first person view of the disabled football player, where you can see what they see/ hear around them (heightened senses)
Reference for colour palette – ww.komododigital
Creating the Video
The Music Track
The first step for the video creating process was to identify the tone of voice and message we wanted to bring across. We decided the advert should be informative, showing the using of the VR headset, while having an energetic and positive vibe.
Considering my organisation strategy from past work, I decided to research copy-right free music which best fit the campaign. The links below are the tracks I sent back to my group to filter down to their top 2 choices.
1 – https://www.youtube.com/watch?v=nKMuraDLH6w
Play from 11 secs and on. Upbeat.
2 – https://www.youtube.com/watch?v=Ge3LBCaqq_c
Energetic and upbeat. Quick transitions.
3 – https://www.youtube.com/watch?v=YGSelD1TZWY
Play from 15 secs and on.
4 – https://www.youtube.com/watch?v=D6wQ-setN8A
This track can be edited on easily. Energetic percussion.
5 – https://www.youtube.com/watch?v=wwUIVgxtTIs
Not the best… but a possible candidate.
6 – https://www.youtube.com/watch?v=kYfcWoBnk28
Bass style.
We decided on the best suited track, which was n.4 ( Percussion Background Music For Videos ), and agreed that n.1 was a great reference for the transition styles throughout the advert.
The Video Assets
The second step involved finding suitable video assets for the advert. To start this process, we agreed as a group on the art-direction and the type of videos I needed to look for. I used pexels.com to look for appropriate copy-right free clips. Having used this website before when creating videos, I knew that this was a reliable source to take advantage of.
On youtube, there were some fantastic videos using go-pros which was the kind of footage we were looking for, therefore I contacted our lecturer to check if we were able to take clips for the advert and he confirmed it was fine due to the usage being for educational reasons. This was fantastic news, and opened up a lot of options for the video creation.
The clips from youtube were:
Compiling the Video | Premiere Pro
Video Format: YOUTUBE | 1280 x 720 MP4 H264 CODEC | 30 seconds advert
I used Premiere Pro to create the video, and started off by setting the correct format and time, and then by adding the base assets. The most interesting part of creating the video was discovering how the initial clips and music timing inspired the rest of the video. The advert needed to follow the beat of the drums and to have an energetic feel running throughout it. This meant having to shorten the clips and follow the footballers’ movement. Creating the base of the piece with the music and the video clips set the narrative for the text. For the text, I followed the rhythm of the music and transitions, and made sure it didn’t clutter the screen. The minimal use of text meant the audience could concentrate on the sport and technique more so than distracting words. Finding the balance was a useful task, and coding each asset to move in different ways was great practise.
The colour theme is consistent throughout, and the font is inline with the campaign guidelines. Throughout the process, I kept my team updated with changes, and asked for regular feedback so they were involved in the process. The whole project was completed remotely, and we were working from different countries… China, Indonesia and England, so the time difference meant we had to wait for replies and trust that we were all working on our sections. Below you can find the completed video which my team and I are very happy with.
Marketing and Project Identity
My teammates worked on the Marketing visuals and the identity. They both worked on their side of the brief while I was creating the video. We were all in regular communication, and had meetings throughout the process. You can see the work they produced below…
Project Reflection
The Heightening Senses project has been enjoyable to produce not only because of working alongside proactive teammates, but for the confidence I have gained in creating videos with Premiere Pro. This practise has further developed my skills and intrigue to experiment with other formats and styles. These fast paced projects have tested my ability to think quickly and efficiently while in collaboration with the groups. This team was great to work with, and we produced an insightful and successful campaign.
KatiesBlog 