Plumtv.com 10 second animation spot

The challenge is to "Create a mood that brands Plum as THE on-air and online destination for an “insider’s guide” to our markets, in some of the most extraordinary and beautiful locations in the country." -Plumtv.com creative brief

That said, I want to give the viewer the idea that while these beautiful plum blossoms are blooming and splattering in paint all over the tree, a few of the flowers begin to morph into a fashion figure, people playing sports, or the silhouette of exotic destinations.

The biggest challenge for me this week is going to be tackling the production side of this piece, creating the backgrounds, the illustrator artwork, hand-drawn art and watercolor washes. I need to be diligent each day to stay on track so I am going to do my best to post my progress here each day to keep me going!

Through out the week I will be creating all new artwork for the 10 second spot I am designing and animating. One of the things that stood out for me in the creative brief was a tie into the seasons, which right now is going to be spring. While pondering spring themes and upon further investigation, I learned a little bit about how the plum grows on small trees and actually has really beautiful blooms each season in the early spring. In keeping with ideas listed in the Plum creative, my concept quickly became all about "Blooming", "Spring" and "Spring renewal" and "living life to the fullest... bloom". In my storyboard everything is blooming: culture, the arts and out door sports.

click image to enlarge

The first frame starts with a close up of a plum flower bud blooming into a beautiful plum flower. The camera zooms back quickly to show other flowers blooming and the branches of a tree start to draw themselves onto the screen. Some of the flowers that bloom are represented by a quick splattering of paint onto the screen. The camera continues to pull back but then quickly starts to pan left to right. While the camera is panning and the flowers are blooming suddenly several of the flowers begin to morphing into different elements that represent the Plum brand, fashion, outdoor sports, and beautiful locations. As they pass by on the screen they go into full bloom showcasing each element of Plum and then morph back into smaller blooms on the tree. In the end, the blooms fly away from the tree leaving one plum that the camera quickly zooms into as it rotates to reveal the final Plumtv logo.