The idea I came up with to encourage teenage girls to get into weightlifting is to highlight how weightlifting can give them power. I have explained my thought process in my previous blog D&AD New Blood Awards competition
My idea was to create light-like strips that come out of the person when they lift and travel with them throughout the day. The meaning of the strips is the inner energy that is being released when you do weightlifting. The power that can protect you from everyday life situations that can be stressful or unpleasant. Being strong inside can create an outside protection that helps you face the world.
To choose colours I looked for an inspiration from the city of Shanghai itself. The city at night is very colourful and radiates a lot of light.
Here are the strips I have created. I have done three strips to also promote Adidas as a brand.
Here are some of the stills from the quick experimentation I have done with the strips of energy. The image I have used to experiment is still but I will think of doing moving image. Making a video and adding moving stripes can be too high tech as I have only recently been introduced to motion tracking. I want to focus more on the concept.
Here is the quick video of it.
I have also played around with the concept of weights itself so as towards the end Adidas brand can be revealed. I have used still images of the weights and placed word that reflect what weightlifting can give you: self belief, confidence, strength.
Sticking to my colour scheme blue, magenta and orange I played around with brands characteristic three stripes testing different backgrounds and applying the moving stripes to it too.
My idea was for the weight to come together as being add on rack. Showing how the strength is increasing and also how weights put together give you all of that: self belief, strength, confidence. In order to present my idea better I decided to create in Cinema 4D.
Each weight varies in colour and size.
The most difficult part was to position each weight on the barbell and set up the camera and lights. But as an amateur I will always find it tricky until I practice and get more experience.
When the barbell turns around we can see three stripes. Then the bar itself comes out with a swoosh effect. On the actual video it’s the other way round but I need to go back to it and play with the camera. This is what I have done for now.
Have a quick look at the final concept. Still need to make sure that stripes are the other way round so as it looks like added logo.
Here is just a quick idea of the background for it. Maybe after barbell is gone the type will appear? Like “build your inner strength”? That’s the final scene so don’t want to focus on it too much will see how the body of the story goes. I will also try out sketch and tone effect to make it look more like digital drawing.