Project: Pay As You Grow

Client: EE

Date: 2018

Brief: Work with the creative team to develop their idea of representing the customer getting free data by having the data grow and squash the customer.

Challenge: To find a way to make a key visual with someone squashed and it look like the word data has grown and filled up the rest of the space. 

I worked up some scamps, with options of how the word data could grow to fill the space, looking at options showing if we keep the word data in one line for legibility or push it further and break the word into letters and scale to fill the space. This give us a guide to work from when on the shoot.

After the shoot I worked with the retoucher to get the key visual of the squashed man how we wanted and then put it into the layout. I then looked at options for how the big particle letters forming DATA would look.

The final result was a great eye catching advert that really gave a sense that the DATA was pushing the guy up against the glass.

While on the shoot, we took motion footage for Digital Out of Home and Social posts.

Designer: Ant Barwick

Creative team: Ben Clapp, Stevie Lynch

Motion Designer: Marco Balducci