Propose 3 visual concepts for a set series or sequence of 1 minute animated projections based on the theme of Independent Creativity at Xmas.
Your visual concepts will need to communicate a contemporary, creative and ‘cool’ representation of a Xmas or winter theme. Think - Harvey Nichols meets the independent music scene in Leeds or John Lewis meets the Brudnell Social Club. Your response will need to appeal to a wide audience of 18 to 50 year olds who look beyond the traditional but still want to feel festive.
The client is not looking for traditional representations of Santa in a sleigh or cheesy looking elves dancing around. They are not asking for a critical or moral discourse on the validity of xmas. They want cool, festive and creative.
The moving image based projections will be mapped onto the Lifting Tower building on Wellington Street and should aim to interact with the features of the surface. The scale of the projection will be approximately 10m x 10m and so you will need to work to a square format. You will also need to consider the use of simple high contrast imagery on a dark background in order to maximize the
effectiveness of the projection media and surface.
Background/Considerations
Leeds Bid is a private sector driven initiative to enhance the perception of Leeds as a vibrant, culturally significant and economically viable centre in the north. During the build up to the Xmas period, a number of projects, events and initiatives are being planned to enhance the retail experience of visitors to Leeds city centre and the surrounding work-based/residential developments. The projects will be funded by some of the leading retail organisations in Leeds and will aim to showcase the breadth of creative talent that Leeds has to offer.
Mandatory Requirements
- You will need to work in a square format that will match the final projection.
- Your colour pallet is limited to black white, red green ad blue (think festive winter colour pallet.
Deliverables
A set of 3 x A3 presentation boards containing visual concepts and storyboards for 3 x one minute animated sequences or pieces of moving image
From the brief, I can tell that they don’t want the typical Christmas animations of baubles on trees or wrapped presents. The target audience is much older than one would expect for a Christmas animation so maybe it would be best to play on what they do at Christmas time. Based on the fact that they have mentioned various independent venues in Leeds as inspiration also I think that they want something a bit different, maybe even a bit experimental. I will get in contact with my friends on animation and see if they would be up for joining as a group.
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