YCN a2 milk

Lucciano Blair Concept Development A2 Milk Company

Brief Creative Challenge We want to inform people about how A2 milk works better in our bodies, inspiring them to find out more and ultimately to try the product.

Creative Requirements • Short Film/Animation • Think about how you can most effectively tell the story of A2 milk in ways that will capture the imagination of our target audience • Maximum 90 seconds

Target Audience • Women/mums particularly of young children

Prime Prospectus • People that dont get along with milk • Consumers with a diagnosed cows milk intolerance

Research The A2 Milk company website gives you all the information about

In my planned design I hope to keep these elements in it to

the product.

make the animation have a distinguishable look. Any consumer will recognise it instantly, and be interested in what its

• What is A2 milk

communicating. on my research journey I collected image to

• The difference between A1 and A2

create a mood board helping me to pluck ideas from different

• The science behind it

sorces.

• Videos of consumers charing their experiences There are various animation videos that have been created by others explaining A2 milk and why its good for our bodies. When watching these videos they all share something in common, and thats the style of the animation.

• Colours • Simplicity • Explaining the story of the product

La Linea (The Line) This is and Italian animated series of about 100 episodes created by Osvaldo Cavadoli in 1996. I was brought to this soure because the current style of animations for A2 milk are basic lines and shapes. I also like the idea that occationaly a hand may appear and react with the animation, and that to me is an important part of the imagery.

Notes I gave myself a short time to generate ideas and write down the things that I would like to consider for creating. This was a very useful ster towarde my development because it gave a direction or where i wanted to go with the animation.

The Idea