Project Overview
For this project, I wanted to make a video that could be part of an existing campaign, and one that stuck out to me was Patagonia's 2011 Black Friday campaign, Don't Buy This Jacket.
Research
I started by doing some further research on the campaign. Its counterintuitive nature generated a lot of buzz when it first came out and still does. Lucky for me, that meant there was a lot of literature on the thought behind the campaign.
Patagonia has committed itself to being an environmentally conscious and socially responsible brand. With this ad, they wanted to confront consumerism head-on and challenge their customers to buy only what they need because of the impact every piece of clothing has on the planet.
Design
Wanting to approach this like I would true client work, I prepared a moodboard and rough storyboard.
I wanted to use this mixed media, collage style animation because of how Patagonia doesn't use many vector graphics in their branding, primarily utilizing images.
Execution
With the design locked in, I headed into After Effects.
One of my favorite elements was the unfolding paper animation. I thought this would bring a tactile feel to the video and compliment the overall style nicely.
That's all folks!
This project was a really fun exercise in examining a campaign and building it backwards. I had the final message they created, but I wanted to discover what insights led them to this message.
There's a lot to discover about the idea process and what makes a good message, and I think this video serves their message proudly.