AMP Capital and their specialised retail team of experts are responsible for creating, connecting and managing some of the most successful and highest performing retail centres across Australia & New Zealand.
We were engaged by Frost*collective to help AMP Capital promote safe customer behaviour whilst using vertical transport within their retail centres to reduce incidents.
In response, Frost*collective developed the Ride Easy campaign – to promote safer practices on vertical transport using a set of five common customer scenarios.
We collaborated with Frost*collective to create eye-catching, satisfying motion illustrations for each of these five scenarios, resulting in a colourful and dynamic campaign that feels a little more fun and out of category, whilst still successfully encouraging positive behavioural change within AMP Capital's shopping centres.
Credits
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Client — AMP Capital Retail Services
Brand Agency — Frost*collective
Copywriting — Ryan Curtis
Animation Studio — Never Sit Still
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Brand Agency — Frost*collective
Copywriting — Ryan Curtis
Animation Studio — Never Sit Still
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Studio Director — Mike Tosetto
Producer — Darcy Green
Project Lead — Ben Walker
Concepting & R&D — Zoe Crocker, Sylvia Leo, Mulanne Phan, Ben Walker
Final Design & Illustration — Zoe Crocker, Ben Walker
Animation — Zoe Crocker, Nancy Li, Mulanne Phan, Ben Walker
SAFETY CAMPAIGN POSTERS & ILLUSTRATIONS
Final animated poster designs & hero motion illustrations.
ILLUSTRATION REFINEMENT
Alternate colour palettes.
Refinement of gradient lighting and use of highlights.
EXPLORATION OF COLOUR
Duotone exploration & experimentation with colour pairings.
Early tritone mixing & experimentation with gradients.
ILLUSTRATION STYLE DEVELOPMENT
Exploration of geometric style for human elements of illustrations.
EARLY CONCEPT DEVELOPMENT
Concept sketching for 'Lend a Hand' (Helping the elderly and others).
Concept sketching for 'Hold Hands' (Safety for parents with children).
Concept sketching for 'Don't Push It' (When to use elevators).
Concept sketching for 'Mind the Dress' (Awareness when wearing long clothing).
Concept sketching for 'Eyes Up' (Awareness with digital devices).
THANK YOU.
