About the project
This creative was the flagship event for GAM's new brand launch. They wanted to make a statement and create a memorable, long lasting thought with their clients. The notion of 'Beyond the Obvious' was to promote that they stand out from the crowd and think differently. Seeing things others don't and digging deeper is at the heart of what they do and they feel that this is what really sets them apart form their competitors.
The solution
A range of 6-8 concepts were presented to them to gauge opinion, 4 of which can be seen above. Different ideas on how this theme could be played on were explored including, optical illusions, kinetic/morphing forms, camouflage/images that cause you to look deeper, and windows of change showing how things can be viewed differently.
Each concept focused strongly on the themes of looking deeper, making you think and causing the viewer to see things differently each time or making them think twice. This really gave a lot of scope for engagement and something memorable as the viewer would often spend time looking at the image or thinking about it after. The main event theme could really be brought to life in this way.
Results
The selected concept was the camouflage/image that cause you to look deeper, as can be seen above. The client was extremely satisfied with this, loved the text execution and felt the theme caused the audience to really think about what they're seeing. Development was needed as this needed to fit not only animals and nature, but infrastructure, sustainability, people, etc. to cover talking points and different themes around the event.
