In thinking about what I wanted to develop for this short campaign, I decided on the following deliverables: a short commercial that could run on social sites like YouTube and LinkedIn, 2 social media posts, and a viral billboard inspired by many viral marketing stunts throughout Los Angeles and New York City.
For the video, I decided I wanted to sample how Post-It notes could be used for creativity by drawing influence from stop-motion photography and online flipbook animations. Upon research for the practicality of this endeavor, I began sourcing footage options and preparing voice-over and music for the advertisement. My only rule was the video had to be under 30 seconds; no more, no less. This became a challenge as I was refining the voice-over and figuring out timing for all the segments in the final product.
For the social media posts, I wanted to make these work in video rather than as static slideshows the way I had done with CSBA. I was interested in experimenting with looping social posts and even ended up filming myself (I work for free) to complete one of the proof-of-concept posts I came up with. By this time, I had been working with the general tagline of "Note Wild", but I shifted some of the message in the social media posts and the video so this abstract concept would be easily understood amongst the general audience.
As far as the billboard was concerned, I wanted to develop some stationery that would change and adjust throughout the day. A big inspiration of mine was the marketing for Netflix's Dracula series, where natural, outdoor light was utilized so that the shape, figure, and shadows made on the billboard would change from day to night. My idea was to have hundreds of sticky notes pasted to a billboard with a question, and the question would slowly turn into the answer as they peeled off and flew into the wind. Each sticky note would include a quote encouraging creativity, bold ideas, and free expression, and could even be turned into a commercial of its own documenting the marketing stunt.
