Mami Wata is a surf and lifestyle brand that embodies love and pride in African surf culture. They strive to be a unique and proudly African brand, and create designs that set them apart from the exclusive and oversaturated international surf scene. I aimed to embody this brand through my advertisement by highlighting their pride in African surf, and their unique design language. This includes vibrant colours, bold text and catchy phrases; as well as flat illustrations and interesting patterns. I love their existing visual language, and I was interested in exploring and experimenting with it to create an interesting advertisement that effectively communicates the pride of the brand. I incorporated existing patterns and motifs used by Mami Wata as well as a strong use of kinetic text.
Process & Ideation
This project gave me the opportunity to explore a new style of animation using text animators, geometric shapes and footage. I learnt the importance and power of timing with animation, and the value of creating an animatic before starting a project. The animatic saved me time because I knew exactly what direction I would be heading in visually and conceptually, and it also gave me a clear end goal.
