CONCEPT
Okay, so this ad wasn’t my first concept.
My first concept was for the Coral mobile phone brand with the slogan “Capture meaningful moments.”
That first concept was about a misunderstanding in a cafe. It was quite long, and although I planned to make both a cut and an uncut version, it was still too long.
So, I moved on to the second concept.
It featured several scenes, things like children saying what they wanted to achieve, a child walking for the first time using robotic legs, etc. But then I thought, that’s too generic; I’m sure several smartphone brands have already made similar ads. So I scrapped it and moved on to the Coralove ad.
The first concept for the Coralove ad was to feature three superheroes, coming up and picking up a box of praline chocolates and getting emotional. Meanwhile, there’s a man with binoculars secretly observing them. He’s curious and ends up checking out what’s inside the box and can’t help but cry afterward.
But when I tried to make it, even just one superhero appearing took 15 seconds, which would be too long for three superheroes. So I cut it down to one.
So, I set out to create something that could showcase the technical features of AI video, the absurdity, and the meaningful message behind the ad. Furthermore, I needed to condense the video into 60 seconds, which was quite a challenge.
I made the superhero land, transform into a car, and so on, and I finished it a few days before the deadline. But I wasn’t satisfied and thought it could be better.
I wondered, was the shapeshifting necessary? Did it convey the message behind the Coralove commercial? Or was it just for cinematic purposes?
So, on the last day, I changed it and made a regular person version to let people know that actually… regular people are superheroes too. They just don’t know it because sometimes they don’t get the appreciation they deserve. I also cut out the guy with the binoculars, sorry, sir.
I think the final version is better than the previous one, although I did make a mistake with the music. It should have stopped after the screams for a few seconds before resuming the music.
I had it right in the previous version, but in the final edit, my eyes kept telling me to go to sleep, so… I forgot. lol
Well, nevertheless, que sera sera.
In this post, I’ll only be writing about the workflow for the final concept ad. As for my journey of spending credits trying out various things and some of the concepts I scrapped, I’ll write a post titled Runway First Try.
Since I have other things to do right now, I’ll do that later when I’m done and have the energy, so wish me luck! Haha.
