Promethean - Rethink the Ordinary
Role
Design concept, animator, editor
The Challenge
We needed a new campaign to promote the brand’s flagship product in a short amount of time. In the brainstorm session, we all agreed it needed to be bold and completely different from anything we'd ever done in order to stand out in such a crowded space.
The Idea
The campaign was called Rethink the Ordinary to encourage customers and partners to think differently about how we use technology. The visuals needed to be visually striking, so I thought it might be fun to put contrasting elements together, like gothic cathedrals with neon lights; classical statues wearing modern accessories; people doing ordinary things in places they shouldn't be, like jogging in the clouds. To reach that level of boldness, we needed to lean heavily on our secondary color palette which included the hot pink and purple feature in the video.
The Execution
My idea won the vote, and we decided to go with statues wearing accessories, including the accessories that came with the product. Switching out the accessories and even the statues gave the campaign the legs it needed to go on for many months.