COLLABORATIVE - The Brief

Encourage kids through an on-air campaign to realise the power of their imagination and do something amazing with it.

After a long day of trawling through the YCN briefs, Will and I decided upon the Cartoon Network brief. 

We decided this for many reasons, but mainly because it has the most scope for a piece of motion graphics - and a greater understanding of this practice is what we both want to get out of this collaboration. We also though it was quite an interesting subject matter and target audience, and could potentially be a lot of fun - which is obviously a consideration when working together on a project.

Here you can see some of the areas of interest as highlighted on the original brief. This was quickly redefined and focussed to suit our own ideas of what Cartoon Network actually wanted from their cryptic puzzle of a brief.

This is the brief as we currently see it.

The main concern for both of us here was to develop a strong concept that still allowed for plenty of development. We spent the remainder of the evening and a great deal of the first week visualising the ideas we had around this concept, and as the week went on our faith in the concept began to get a little shakey. The ideas became an issue of trying to visualise an imagination, which is of course quite a challenge - and can always be accused of not being imaginative enough.


These are some of the ideas generated around the concept -

'imagination in mundane situations'

Everyday objects come to life...

We both liked the idea of a character with a personality to represent the child's imaginative side. The monster below stems from the above story board, and forms the basis for the next tangent of ideas.

I thought it was important to show that this animation was a make believe series of events, having the monster literally come out from the child's head was a nice was of making this clear.