Lucy partnered with protective sportswear brand Sweet Protection to craft a series of animated films for their 'NOT Just Pink' campaign showcasing through slick CG motion design, the vibrant transformation of their Trooper helmet from black to limited edition Candy Pink.
Brief
Commissioned by creative agency No More Parachutes, the aim for Lucy was finding the harmony between technical communication and impactful engagement within the campaign. Showcasing through realistic CG animation, the innovative features of the helmet which keep its users safe, and then artistically displaying the vibrant new pink colour through her signature fluid design aesthetic.
Execution
Through CGI motion and detailed stills, Lucy emphasised the product’s physical qualities and safety technologies as well as conveying the exclusivity of this new bold colour way. Lucy's tactile motion design brings a sensory element to the campaign, creating an impactful and immersive drench of colour.
Through the use of simulation techniques, Lucy extracted realsitic renders of the helmets and its features, which were then elevated and visualised through their individual components before coming together for a bold new look.
The Candy Pink model is a sell out product and the campaign can be seen across social and web.
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