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Case Study IUBH
On this project I was hired as a Creative Director for a series of
different products in a campaign launched by the online university IUBH - School of Business and Management.
The campaign was designated to make more people aware of the possibility to get a university degree to work in the service industry (hotels, restaurants ect.).
One of the products included creating an brand advertising/imagefilm - about 3 x 2 min.
They wanted it to be done color- and playful like being on holiday.
The university had not really defined it's contents, so they gave us a list of themes to work with.
Therefore an analysis of the university and their strategies were required to be able to distribute content and sort out usless information – of course in close collaboration with the university.
The examples are taken from the moodboard.
A moodboard was drafted to define the visual design.
I found that besides being informative, the potential students should be inspired to live out their dreams.
The target group were estimated to be between 20-30 years old, mostly working in colorful professions and meeting a lot of different people every day. I expected them to be cosmopolitan in their behavior and thirsty for knowledge.
The soft looking design was chosen to avoid a product presentation look in 2D.
These kinds of films often deal with topics in a technical way and I didn't want the university to signal stiffness in any way.
The exaggerated rubber looking scenography served as a cute ironic twist to the sunny side of life.
After deciding on the visual design, a preliminary text was made and affirmed in order to elaborate the storyboard. The transition from one scene to the next was of great importance to me because I wanted the flow to seem fluent.
It was important for me that the look was consistent and therefore I contributed in building parts of the scenes. I corrected and changed designs drafted and build by others in order to form a visual unity.
Here is an example of how I have transformed the design to fit the moodboard.
The illumination also had to look playfully easy.
The elaboration of the project also had a great deal of tricky
technical stuff like preparing objeckts for morphing or making animation principles.
Animationtest
Part of my work as a creative director on this job was to plan the shooting of the real film parts of the film. This included casting the actors, finding the right music and voice actor and to overcome all technical difficulties.
IUBH - Explanatory video
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