About the project:
A short film shows a frivolous soap that lives multi feelings starting with fear and rejection, testing, instant pleasure, greed, and then regression. Those feelings reflect how the drug users behave.
Target Audience:
Young adults drug users and addicted, in Saudi Arabia, between 16 to 20 years. High School students and above, Who always search for instant pleasure by using
the drugs.
Ideation:
The idea started by putting the target audience in mind which is young people who don’t like to get instructions; they hate being judged or blamed by others. The character chosen was an object instead of a human to avoid the offensiveness from talking about a specific stereotype of gender, color, size, or style.
They don’t like shocking things. The color scheme is quiet. They like to take time to get used with new things. They also like to live in instant pleasure. Then to achieve a new approach to touch the target audiences’ feelings, rather than what we used to see in the drug awareness campaigns, which shows the dangers by blaming the drug users with a serious and punishing tone of voice.
The color scheme:
The target audience doesn’t like shocking things. The color scheme is quiet.
Primary
Secondary
Storyboard:
Character Movement:
Final Outcome:
