This project was a perfect example of what it's truly like to put out fires along the way, creatively, while solving budgeting problems, and still building a brand.
We were given the brand and package as a starting point, and were requested to build a campaign and visual identity around them. The initial idea was to have a series of print ads that highlighted what its like to be THAT high, so high that people around you point and tell their friends "hey look, that guy is really high." We wanted to do prints of an astronaut, scuba gear, and clown suit, all in different situations respectively. Well, after the first astronaut one was created, the owner of the brand loved it so much that he wanted to only move in that direction. Ok..sounds good then.
Next up was creating a brand launch video where our marketing director wanted a large shoot centered around people in different places falling down, and looking up at the sky as it morphed into stars and then the brand. Problem was, we didn't have a budget that allowed for a full shoot or video sfx.
So I took a step back and tried to figure out what it is we can do with only $500 and a very short timeframe. I put together a storyboard that allowed us to purchase 3 stock footage assets, all in POV, and had heads-up-display assets animated over the visuals, which would give you the concept that YOU are the astronaut. This then allowed us to build out the visual identity itself which used the H-U-D as the basis for all branded pieces.
As this idea began to pick up, we wanted to turn out astronaut friend into more of a mascot. Lo and behold, Spacey was born!
