You Dew You
Collaboration with my colleagues Raquel Hunter and Rudy Schultz
Brief: Create a 15 second tagline that shows unique personality and will be shown at the end of broadcast commercials.
Target Audience: Normal audience of 18-year-old males while also expanding to include more female representation.
Character Design
Immediately, we knew we didn't want any race or gender felt left out. That being said, we decided to make any characters ideas we did based on animals so no gender or nationality was singled out by a character.
To add to the uniqueness of each character, we also agreed that the characters should be using Mountain Dew flavor color palettes.
We came up with 3 different directions to start this project that we thought would be fun and energetic while showing off how everyone is unique.
Brainstorming and Style Frames
A mini rpg game type of animation with animals based on flavors of Mountain Dew as the characters.
The characters doing 3 big/flashy poses paired with "Dew x", x being an adjective based on the can flavor.
A mini rpg game type of animation with animals based on flavors of Mountain Dew as the characters.
After some discussion, we decided text and quick, lively character animation would be the better approach for a Mountain Dew tagline and decided to combine the 3 directions to make a somewhat gaming related animation of 3 characters with their own adjective.
Storyboards
Using 3 of the animal characters, we made a scene for each of them, and had them do a dramatic move to reveal their word.
"Be Electrifying" for the Live Wire bird after it zooms through the clouds.
"Be Fierce" for the White Out wolf when he swings his bo staff after meditating in the field and getting startled by someone.
After changing the Unicorn to have the Major Melon color palette, we had "Be Bold" in her was of magic aura, surrounded by floating watermelon seeds.
Motion Tests
White Out Wolf
Original first pass intro for the wolf character.
Live Wire Bird
First Pass animation of Live Wire bird without text.
Final Product
Square for Social Media
2D animation made in After Effects in Collaboration with Raquel Hunter and Rudy Schultz.
Original Format