Unconventional Minds

Stop motion typography to express FIT's spirit

ROLE

Concepting, Strategy, Art Direction, Production

TEAM

Melissa DeOliveira – AD
Kelly Wang – XD

TOOLS USED

Paper, Camera, Props found with budget of $100, Adobe Lightroom, Adobe After Effects

CLIENTS

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In collaboration with Pentagram and FIT.

OVERVIEW

There's a lack of innovative ways to communicate FIT's new brand message– "unconventional minds". Gen-Z uses social media as the main tool for finding like minded people, and are visual learners.So we created a way for students to experience and participate in FIT's school spirit by generating shareable gifs, imagining FIT’s “un-words” as a typographical solution.

THE ASK

Explore innovative ways to communicate FIT's new brand message.

A creative way for students to experience and participate in FIT's school spirit.

Social Media Strategy


Gen-Z uses social media as the main tool for finding like minded people, and are visual learners. They also have short attention spans– 8 seconds according to Sparks and Honey.

FIT can upload these quirky, short videos on their instagram to share their message of being unconventional. Prospective and current students can also create their own versions using #UnconventionalMinds. This will give students a chance to be featured on FIT's account, creating UGC.

Storyboards

Process