Being headquartered in Hollywood, the Reel 360 team is all-too aware of how important water conservation is throughout the year. As summer heats up it is especially vital not to waste this precious resource. A new spot ‘Water Is Awesome,’ via agency The Richards Group, reminds us to keep Texas water on tap in a truly colorful way.
Created by Lucky’s Seth Olson, illustrations with a watercolor pastiche feature splashes of hue that flow from one image to the next to emphasise the conservation message.
Vibrant and bold, the campaign shows just how important water is to keeping North Texas cool and connected. Working from the agency’s visual references and photographs of key landmarks taken by Lucky’s Sai Selvarajan, Olson approached the project’s design and animation using ink splashes and bleeds in the watercolor-textured illustrations to give the final piece the desired organic feel.
In addition to the motion spot, Lucky produced illustrations for highly-visible print deliverables, such as bus skins, so the digital message would be more widely amplified. Watch the gorgeous spot below:
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“I’ve done some digital painting both in personal projects and for commercial work at Lucky. This was the largest and most challenging collection to date, and working with the agency – albeit remotely – was really terrific,” says Seth.
He adds, “Water conservation has always been important to me. It Is both an honour and a privilege to work on a piece that is both aesthetically and ethically rewarding.”
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AGENCY: The Richards Group
- CREATIVE DIRECTORS: Bill Cochran and Brian Linder
- ART DIRECTOR: Ashlin Hart
- WRITER: Alexis Crowell
- PRODUCER: Erin Gardner
- PROJECT MANAGER: Allison Golden
- BRAND MANAGEMENT LEAD: Elizabeth Clayton
- BRAND PRODUCER: Jay Pritchard
ANIMATION PRODUCTION + POST: Lucky
- EDITOR/DESIGN/CREATIVE DIRECTOR: Sai Selvarajan
- DESIGN/ANIMATION: Seth Olson
- SOUND DESIGN/MIX: Matt Cimino
- ASSIST: Alex Heistercamp
- PRODUCER: Anne Strock
MUSIC: Asche & Spencer
SOURCE: Lucky Post