Video ad 1
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The first video advertisement is very simple and was a real-time process of me learning the new adobe express app. Just like the entire brand, it is minimalist and consists of only 2 unlicensed videos. Similar to my second banner, it shows the user the beauty that is worth protecting. Unlike via a still image, it is much easier to separate the tagline into 2 phrases which makes it much easier to comprehend. This video keeps brand consistency by strictly using the Orbitron typeface, as well as the logo remaining unchanged. One stipulation with this video is that it did not focus on sports, nor clothing at all, so too much emphasis was put on the sustainability and ethics but near 0 was put into the brand itself and what it does for its users. This has been then taken into consideration and the second advertisement has improved any flaws.
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Video ad 2
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The second attempt was much more successful and more elaborate. It is fast paced and switched quickly between short clips of animals and people doing sport. This helped establish a connection between the adrenalin users get from extensive exercise to the wilderness and strength of wildlife. It can also be interpreted as living side by side with animals, showcasing their importance amongst people and their signature traits that we both share. The fast pace is intentional, it shows that the brand and its users are pulsating with energy, and information is conveyed fast effectively.
In the background, the song “Been to hell” by Hollywood Undead plays. I found this song fitting, since the instrumental starts off as hard rock, right after giving you a few seconds to comprehend the wolf howl which serves major importance and is done by starting the song off quieter. Its tough, extreme, and most importantly its motivating. Showing off fast paced clips with loud and energetic music wakes the user up, and the aggressive music makes the actions of the people in the video seem more enticing. The video starting with the wolf is highly symbolic. It is the only clip with its own audio (excluding the music over the video), a wolf is not only the loyal mascot of the brand but howling is communication, reaching up to 6 miles in obscured areas such as forests. The wolf is summoning it’s pack, beckoning them to join, in this instance its to directly communicate with the users, recognising them as a part of the pack and creating a bond between them and the brand.
Unlike the first video, it puts a lot more emphasis on sport via the workout clips in-between the animal clips. Being direct can sometimes be much more effective than trying to come up with elaborate metaphors, and in this case it worked well and would help one of my autistic user personas connect the dots much easier.