Rexona: The Next Superhero

Credits: Creativity, Screenwriting, Directing, Editing, Motion Graphics, Compositings and Musicalization.

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Site Description:

The next superhero is an experience website with ten superheroes, and powers associated to various social networks, where users can compete to be the secret identity of one of them.

Link: http://www.grupowprojects.com/rexona/men/nextsuperhero/site/

Challenge:

Develop an introductory video to generate interest in the site, inviting to be part of a dinamic and challenging game experience. Oriented for potential users and festival juries.

Video Strategy:

Generate interest in the site using an heroic language, similar to that in the television series of the 80's and a narrative that, while explaining the dynamics of the site, evoke an epic battle as the user experience.

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Storytelling Structure:

Opening: In the introduction, the characters are presented with a slow rhythm and a nostalgic tone, like memories of a distant past, with powers as desirable as impossible; generating expectation with the introduction of a new era: the digital age.

Plot Point 1: The first arc is intended to contrast with the nostalgic atmosphere of the introduction, taking a martial rhythm and showing the activity on social networks like a journey through the battlefield; exalting the actors in the videos as characters with such enviable skills as those of the superheroes.

Middle Point: The access to the website acts as a bridge, showing the dynamics of the game and the role played by the user.

Plot Point 2: A second arc shows the characters of the site and their connection to the social networks, acquiring a sense of warriors preparing for the battle. In this case, the speech serves to show those enviable skills of the first arc as the heroic qualities of the user himself.

Climax: To build the climax, the editing uses fast cuts and camera moves to evoke an epic battle, in which users use their skills to increase the powers of the superhero and defeat, one by one, their opponents.

Resolution: Finally, the user is challenged while the camera travels in a fast movement along the "ranking", showing the silhouettes of the characters and giving the sensation of the heat of the battlefield after the victory; closing with a contemplative shot of the superheroes, in a glorious and triumphant stance.