Jonathan Kruger submitted the showcase: Open Happiness

This was a project I was tasked to creating for Coke, it is a student project given to each member of the class. The software that I looked at to create my motion graphic was first After Effects, however the final product was too two dimensional so I decided because we couldn’t use film for this project to look at 3D programs. The programs that I ended up creating my animation in were 3DS max and Motion builder. The reason that the environment is black is because black represents the absence of colour, or in this case a metaphor for lack of happiness. Then when the colour light streaks animate in it brings the colour, or happiness back, through coke. The black background also allows the center of focus to be on the foreground. It has a reflective surface so that it further enhances the use of colour, particularly the light streaks which have glowing effects on them. I chose to use football because football is universal. Due to Cokes rival Pepsi already using the beach as an environment for one of their ad campaigns, therefore to avoid a brand mix up I will not use the beach. Coke did a world cup ad campaign for the 2010 world cup in South Africa, this campaign’s environments were in stadiums, both on the pitch and in the crowd, therefore because of this I will not use these environments either to avoid any confusion of a repetition of 2010 adverts. After taking all of this into consideration I came up with the idea to use street football as the atmosphere in which it can be placed. It is a campaign that neither Coke or Pepsi have used. The reason that there is a coke machine is so that the bottle itself can be hidden, when the machine shatters, it shows that all is not lost, the important element remains, that being the bottle filled with coke, then the light streaks begin to flow out and let happiness fill the scene. This sticks to the mentality of coke, that being happiness, as well as the open happiness campaign.