Initial Ideas | Eastpak

First of all I thought about what medium I wanted to produce for this project. Its always going to be a split between doing print, web and video. I whittled it down to web and video, eventually deciding upon video. I know our final project this year will entail designing a portfolio website. With this in mind I've chosen to use a mixture of motion graphics and video for this project. This will allow me valuable practise with After Effects once again and also the pre production side of creating a video. After selecting the medium I moved on to think about the subject matter. We've been asked to promote the story of Eastpak. After reading the brief I noticed how the fact "30 year warranty sets us apart from our closest competitors" is a fantastic best selling point. This is going to be the main point of my production. I want to highlight the fact it'll last that long, and possibly even longer! The other challenge is to make sure I reach out to the 3 groups of target audience:

1- Nascent 12 - 19
2- Emerging 20 - 24
3- Established 25 - 40

By creating a video showing the movement from secondary school, to university and then full time work I hope to convey the message that the bag is suited to all these uses, and more importantly all these different age groups. I'd like to aim for either a 30 second ad, or two 15 second ads. At this current moment in time I'm unsure as to whether I want to create a time lapse video, or a motion graphics/ short film video. I was discussing with class mates and the time lapse idea could be great. By starting the video with a few seconds of motion and then a time lapse showing the contents of the bag after that. It would show the different areas in which it would be used and the content related to that place. The end of the video would consist of a few second of motion to end. The actor in the film would begin dressed in school uniform, and end dressed in a suit. Maybe include something comical at the end where the actor goes for his suitcase, and then chooses his Eastpak bag instead. Tossing it over his shoulder as he leaves will show his smart suited physic. (Thanks Andrew and George for your input) Make sure to consider how technology around the bag changes. Musical technology for instance could change from a transistor radio to a walkman, and then eventually an ipod/ipad.

 

 This is in the Eastpak Manual. I really like the visual style here. Its rough and industrial, a style I think would appeal to the first two audiences, but not necessarily to the established group. Its given me ideas for a motion graphics concept. Utilising the bag as a sign of movement through time. It would degrade and get used for different things as it went through its life cycle, eventually ending up haggard but still usable. I'd like to pursue this idea further and make some mock ups. I can imagine using a stock images for the background (left image) and the floor (bottom image) to create different scenes. The pak would remain open throughout showing contents related to the scene it was in. Again scaling from school to full time city job. Another idea I've had is the way it could interact with the scene. Say its in an airport, maybe it could be going across the luggage delivery belt, or if it was on the sea it could get water washing up against it. Throughout all of this it will survive intact.