Creative Brief



Project Details
Date: October 19, 2008
Prepared by: Whitney Root
Project name: Project 2
Design Lead: Whitney Root
Hand-off to Production: (11/12/08) Product Release: (11/12/08)

Project Concept
Provide a two-sentence summary that describes the core user value of this project. If the value of the project is primarily a business one, then mention that, too.

The value of this project is to express a title sequence in an interesting and captivating way. It is important to capture the audience’s attention from the beginning in order to set a mood for the film.

Objectives
Use this section to list the objectives or goals for the project (for example to provide the tone for the movie, to provide back story, etc).

My goals for this title sequence are:
• To set a mood/tone for the film
• To create an interesting visual that will interest the audience along with inform them of the people involved in the movie

Audience
Use this section to describe the audiences (primary and secondary) for this project/product. Include any information that you have about the audience (demographics, etc.).

The primary audience would be young women. The story is a love story and the audience for love stories is usually young women. They would be primarily single women, women who enjoy a good story about happiness. The secondary audience would be older, married women. They still enjoy a good love story but they don’t associate themselves with it as strongly as the younger single audience.

Perception/Tone
Use this section to define the overall visual qualities/tone of this project. This should be something that would appeal to your target audience and reflect the essential quality of the movie.

I want the tone of the movie to be classic, esoteric. I want the viewer to feel a part of the story, I want them to be captivated and brought into the feel of the movie. The movie is about Holly Golightly discovering who she is and what she wants in life and I want the intro to reflect a change in characteristic.

Communication Strategy
What will you do to create the perception/tone and how will you meet the overall project objectives.

I plan to use soft color tones in the beginning and maybe move to brighter colors to reflect the internal change of Holly. I want to incorporate Art Nouveau elements to reflect the time period and the overall visual feel of the movie. I hope to also use more natural movements of the letters and graphic elements. I’m hoping to create the imagery out of free flowing movement, similar to that of paint on canvas.

Competitive Landscape
Use this section to list some examples of competitive products, what are they doing, and how the team can learn from them. (think about movies that might have the same target audience)

• Any sort of “chick flick”, like Gone with the Wind or West Side Story
• Drama, tension between the two love interests
• A good use of language
• A color palette that reflects the tone of the movie

Single-Minded Message
One term that encapsulates this project’s message.

Transforming