PROJECT: OXFORD DISCOVER FAMILY
CLIENT: OXFORD UNIVERSITY PRESS
Concept & approach
When the brief landed to create a series of short awareness videos for the Oxford Discover Family books it was decided at an early stage to approach the creative with the aim of creating a cohesive thread that would run through each piece of content.
With three titles in the series, each aimed at a different age group, the creative would provide a unifying look and feel binding the three books together so at a glance the viewer has a familiarity with the titles and an understanding of their relationship with each other.
Striving to create a look that would stand out from the crowd, grab attention and engage, the creative merged two disciplines of 2D vector illustration and 3D computer-generated imagery. Stylised to present a soft and playful narrative, the central 2D protagonists were inserted into the 3D scenes as if car board cut outs.
The styling of each scene also reflected the age demographic of the books, with large over-sized props adding to the playfulness of the open environments. As the age of the audience for the last of the three books reaches a more mature level, the surroundings also matured, replacing the oversize props with more conventional scale surroundings.
The finished results succeeded in creating a cohesive trilogy of content that had a unique look and feel binding the three titles together.
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