Adam Hingley

The target audience already values brands that are pro sustainability. After reading reviews from Adnams products (and conducting my initial interview), its more about the taste and the insane range of products.

having said that, the brief does specify that Adnams wants to sustainable = good taste.

Adnams Brief

What if a light weight bottle flies past the ballon, surprising the person in it?

In this animation I time the movement of the shapes to the audio. I also show how textures can be added afterwards. currently all the shapes just change position, but in the final I’m planning on adding scale, rotation, and playfulness. The idea is that something on the screen needs to be moving at all times, weather its big or small. I will also need to slow down the transitions and make them more bespoke and interesting to watch.

To see how my storyboard idea would line up with the audio, I created this video. I wanted to see if the scenes would be too quick/slow to animate. After adjusting the timings and cutting some frames, I was left with something that feels like an ok pace. It might still be a bit fast, so I may cut more and create a longer more natural transition between two scenes.

In this short clip I played around with the idea of using noisy gradients, wiggle path and roughen edges to make the art style seem more hand drawn. When the animation is finished, I will also see what it looks like at a lower fps. 

Using all my research up to this point, I got an A2 piece of paper and started to think of ideas for the different scenes. I still wanted to keep the same abstract shape idea, so I didn’t want to be too literal.

The first two sentences were defiantly the hardest to think of. I wanted to reference some of the movements and groups that Sam mentioned in his book and speech. to so this I thought about incorporating Logos and flags. It was also about the generations becoming the norm of the next and rebelling.

This page was about thinking of visuals that represent the idea of the transcript, without depicting it like an infographic. But it wasn’t that easy. When Sam starts talking about Maslow, I did think about showing how the triangle can evolve into his new version.

Having thought of ideas, I consolidated them into one storyboard. For the first two sent aces that I was struggling with, I thought about hordes of shapes moving across the screen to represent generations taking over and then becoming the norm, only to be then taken over again. in these shapes I then thought about adding the references (logos) to the different movements and freedom fighters.

At the point where Sam starts to discuss Maslow, he says, “My view is that”. I thought that the Maslow triangle could appear from a center of an eye. But that’s literal Adam! Yes true, but there’s another reason. Everything after that is about how people think, feel and act. As the eyes are ‘the windows to the soul’, going into the eye represents going into the souls of people, to see how their perceptions have changed. At the end, the eye will zoom back out showing that young people really understand the changes that need to happen.

As part of the brief toolkit, there was a link to the replay of Sam’s talk where excerpt originally came from. I decided to watch and taking notes so that I could place the excerpt in context. Having read the book, Sam’s speech at the start was very well condensed, and highlighted all the important lessons about mutiny for positive change.

The above are the notes and visual ideas I took from the speech and the following questions. I also found the excerpt at a part where a more elderly man was asking how he could fit into the pirate model. He was concerned that the book was meant for a young audience. Sam said it doesn’t matter about age. Anyone can decide to have a mutiny for good. Since there is a fair amount going on, I condensed the context on the below page, and included a list of references I might consider including as Easter eggs.

I made a list of all the scenes in the excerpt, then filled in the context before and after. This excerpt is very much about how young people have different ideals of how they want to work in the future. They don’t have the desire to work to the top and then give back, they want to continually give back, right from the start. This is about how people think; How people feel; What people do. It’s about how future business models (manifestos) are no longer about getting to the top. They’re about collaboration in order to grow. It’s about transparency behind issues, such as fair pay. It’s about creating a mutiny, in your business or life that is for good. maybe it’s something that you think is wrong and needs changing. This excerpt is about how young people are fed up with existing models, and want to rewrite rules of society.

After reading about the different ways to create wit in my last post, I chose a few that I thought would be applicable.

I broke down that want I wanted to communicate was a drink for everyone + sustainability. I noted down some of the eco-friendly things Adnams does as inspiration. Along with thinking of combinations, I wrote a few tag lines to develop more thoughts. While doing this, I remembered that Adnams mentioned including Southwold. I thought about using a bottle as a lighthouse with the tag line: “Looking out for our planet”. I went into this further on the next page, using two bottles as binoculars.

Used Photoshop to visualise my ideas better.

I drew a few shapes to get inspiration with the negative space around them. I thought about using the bottle as a lightbulb, making an energy bill with zero to pay and having an unplugged bottle. I then had the idea, that instead of putting all the different drinks in one design, there could be a series featuring different bottles and glasses shapes.

All of these ideas would need a great tag line to bring it all togeather. “Sustainable Tastes Good!” being the current idea. As Adnams like thier dad joke style humour, the tag line will need some work.

Below is the Binocular idea. It might need some hands holding them to make more sense.

This is the point where I thought to myself, what if this was all animated? If the bottles are in a square, it turns. imagine if they floated up unexpectedly. This reminded me of the amazing work by Parallel studios! A couple of my favorite examples are below. The first being the direct inspiration for my idea.

All my ideas up to this point could have a different spin. There’re also two other considerations that make this idea worth exploring. First, each scene could feature a different bottle (Beer, spirit, wine) to show Adnams has more to offer. Secondly, the animation could bring to life a piece of copy. For the binocular idea, if they were animated, it could be more obvious. Each scene could start with a bottle, then something unexpected happens, to make a visual that accompanies a tag line. For example, a bottle could turn into a solar array, or even an hourglass (meaning time is running out in a really terrible dad joke sort of way)! On top off that, I could try and weave in more references to Southwold.

As the Adnams campaign will need to be injected with some wit, I looked at this book for inspiration. I found that It listed different ways two things can be combined to create a witty idea. “When they collide, there is a click of pleasure in the brain”. The idea is to take this list of different approaches and apply the message of the Adnams campaign to them. Creating something interesting between good taste + sustainability or a drink for everyone + sustainability. once I have thought of an idea, I will look at how the campaign could work.

Addition

Ambiguity

Substitution

Pairs

Modification

Missing Link

Homage

Trompe L’oeil - Real and fake colide

Puns and Rebuses

Taking it Literally

Incongruity (Juxtaposition)

Economy - if the procut needs to appear, transform it.

coincidence

Shift: Scale

Shift: View

As I read through the book by Sam Conniff Allende, I took note of a few things. I will use this list of information when developing concepts for the animation. The list contains possible easter eggs that could be used and also snippets that clarify what the pirate mentality is all about. 

There is an urgency for a change, if we want to change the future we have to do it ourselves. A little less instagram and a lot more action.

Easily overwhelmed by peoples accomplishments and instead feel intimidated rather that inspired. 

Legal, illegal, pirate, privater, hero, hanged, rinse, repeat.

Pirates were pioneers of social and political equality, fair pay (woman and ex slaves included), health insurance, workplace injury compensation, and same sex marriages. 

Fair pay continued: Captains took four shares, other high risk jobs took two shares, and everyone else took a share, right down to the cabin boy. 

Like fair pay and same sex marriage, A lot of what pirates did took decades to catch on. One of these things was cocktails!

It’s easy to see modern day examples of how piracy has driven improvements. Apple created iTunes to respond to music piracy. Netflix created a streaming service to counter online film piracy. 

Elon musk could be considered a pirate as instead of doing the norm and patenting all his space x designs, he makes them open source. This stops the Chinese using the patents as a ‘recipe book’.

1707, the pirates flag (skull and cross bones) is the worlds first global super brand.

Radio Caroline defines the idea of pirate radio, breaking the BBC monopoly of the airwaves, eventually forcing them to launch four new channels. 

Reference to Sam Black Pirate.

Sometimes confronting, questioning, obstructing, destroying, smashing, bending, and breaking even just one thing is a legitimate and useful way of creating change.

Anne Bonny. liberty leading the people by Eugene Delacroix 

Leave analoge-based argument behind and challenge all assumptions made. 

DJ Kool Here and Afrika Bambaataa

RZA source the music industry to rewrite their rules. 

It changes when a network of relationships form amongst people who share a common cause and vision of what is possible. 

Annie Bonny and Mary Read

Taiwans sunflower revolution. - forked government websites.

#deleteuber

Pirates attitude is opposite to silicon valleys winner takes all economy. 

Avaaz

Zapatistas, Che Guevara, Nelson Mandela or a long list of freedom fighters that stand up to the establishment. 

Use an idea like a north star to guide you.

rather than hang around and for years waiting to inherit power, a new generation is heading out to take it and make it for themselves.

‘Aspirationals’ who are defined by not just a desire for but also an absolute expectation for ‘Abundance without Waste’.

we raised the flag of Livity and put the word out that we were beginning a mutiny. 

80 crew on most pirate ships

Malala, stave jobs, chance the rapper, i started with a rave in Kwik Save car park.

The brief: Create three display typefaces for a local design festival. Each typeface should have a different theme. Script, glitch and tape/physical. This turned into a collaborative project, so I took the role of designing the tape styled one. I started by using some electrical and duct tape on paper to get a feel for how the letters could be formed. This eventually spread onto a wall, so I could stand back and check the letters were legible.

After this experimentation, I liked the idea of one side being two times as thick as the rest of the letter. I thought that It helped legibility. Once I was happy with the BDF letter forms, I took a photo and traced the image in Illustrator.

These are the vector letters. I’ve highlighted the thicker lines, which will also help the different letters relate to each other. Using just the shapes in these letters, I then started to make all the other letters of the alphabet.

Luckily, I found this set of letters on the table I was working at and used it as inspiration. You can see where I got the idea for the angles on the B and D.

Above is the final display face design, including a few characters and numbers that were specified. Somehow, I managed to create all of these with just the vectors of the original BDF! Ideally, I should have made all the letters out of tape. Unfortunate I didn’t have enough, but as Rob Draper commented, I could have just reused it.

The zone associated with this typography is branded yellow, so this was made to show it still works. The thicker lines certainly help!

I printed off the transcript onto an A3 and went through scene by scene writing down my initial thoughts. Eventually, I thought about using basic shapes to communicate the complex ideas, while also making references to the Be More Pirate book. I told this to Martin Donnelly, and he pointed me towards minimise ism posters, pictured below. Personally, I think these are too minimalist but when bringing motion and a voiceover into the picture, the style might be just enough.

I also found some inspiration from Vucko.tv on Instagram. They use simple shapes to convey meaning and even mood! What I found from looking at a few projects, is the speed and energy of the animation has a big impact on the mood and feeling of the video. One thing that my final video will be missing is a soundtrack, which would have made the animation more compelling.

Slow, calm, satisfying and premium.

Clever, understandable with reasonable pace.