However, I did have 4 ideas that I could to choose from, and to make it easier for the client I had to choose one to show. To do this I carefully looked through each one, making judgements on the positives and negatives, and how much it fitted to the brief and what the client wanted.
The first idea I had was to have the birds on the packaging come alive, fly around the bottle and pick out specific things of the bottle, which has a significance to the brand.
The things that I chose were the things that Neil had pointed out in his story of the bottle.
So, the birds would start at the bottom of the bottle and as they work their way up, each of the elements would animate to tell a story of water/brand.
I then had 3 more animations, which are all very similar this is because they are 3 variations of the same theme, which is using the vines as wallpaper to portray a story.
Each of the variations begine the same, when the droplet explodes the vines begin to grow and make wallpaper, and as the camera pans across following the growing vines.
First - the vines then begin to grow into trees, until one is picked out by the camera, and begins to zoom onto it, showing the hearts on the tree (which is on the carton). The camera then zooms into the heart, splashes through and then reveals the carton and the slogan 'There's revolution in the air'.
Second - the vines grow, until 3 birds are found, the camera focuses on the 3 birds (like the 3 ducks), then the birds begin to animate, fly around, and as they fly around the vines get manipulated to begin to make the tree from the carton, the camera then zooms into the tree, showing the rays of light, then quickly zooms out to reveal to carton and the slogan 'There's revolution in the air'.
Third - the vines are like water tubes, and as they clash water builds up, explodes, and then the tree from the carton grows, and that sequence carries on for a short while until the camera focuses on just one, then zooms in on the tree, then onto the heart, and splashes through to finally reveal the carton and slogan 'There's revolution in the air'.
In the end I chose my final idea to show to Neil, however, before I did, I showed them to Chris, and he couldn't understand where the drop suddenly appeared from, so I then had to re-think my plan.
My Final Idea:
To start with the camera will zoom in on an open window, where wind and rain are coming inside. Then as the water drops begin to come together, a drop falls from the window sill, goes down the wall, and then as in lands onto the skirting board the vines begin to grow. The camera follows the vines as they grow up and across, and as the pattern of the wallpaper progresses, it gets to a section where water begins to flow out of the vines, filling up and revealing the carton, then the wallpaper fades out, and the camera zooms out revealing the full carton.
After showing the animatic of this to Neil, these were the comments that I got:
- He couldn't understand why the scene was inside, as the product is from outside.
- Can the vines create something, like the tree from the carton.
- The concept is all wrong for what Neil wanted.
- I seemed to have focused on the vines and not thought about the actual brand.
Using these comments, I had to completely rethink my who advert as this was not as strong as I first thought.
