Lucciano BlairConcept DevelopmentA2 Milk Company

Brief

Creative Challenge

We want to inform people about how A2 milk works better in our

bodies, inspiring them to find out more and ultimately to try the

product.

Creative Requirements• Short Film/Animation

• Think about how you can most effectively tell the story of

A2 milk in ways that will capture the imagination of our target

audience

• Maximum 90 seconds

Target Audience• Women/mums particularly of young children

Prime Prospectus • People that dont get along with milk

• Consumers with a diagnosed cows milk intolerance

Research

The A2 Milk company website gives you all the information about

the product.

• What is A2 milk

• The difference between A1 and A2

• The science behind it

• Videos of consumers charing their experiences

There are various animation videos that have been created by

others explaining A2 milk and why its good for our bodies. When

watching these videos they all share something in common, and

thats the style of the animation.

• Colours

• Simplicity

• Explaining the story of the product

In my planned design I hope to keep these elements in it to

make the animation have a distinguishable look. Any consumer

will recognise it instantly, and be interested in what its

communicating. on my research journey I collected image to

create a mood board helping me to pluck ideas from different

sorces.

La Linea (The Line)

This is and Italian animated series of about 100 episodes

created by Osvaldo Cavadoli in 1996. I was brought to this soure

because the current style of animations for A2 milk are basic

lines and shapes. I also like the idea that occationaly a hand

may appear and react with the animation, and that to me is an

important part of the imagery.

Notes

I gave myself a short time to generate ideas and write down the

things that I would like to consider for creating. This was a very

useful ster towarde my development because it gave a direction

or where i wanted to go with the animation.

The Idea