- THE CONCEPT -
This project was developed for an Elsevier’s R&D Solutions 2016 campaign called Get to Alpha. The campaign started with the making of a key visual that should reﬂect the difﬁcult journey a scientist has during his or her professional life in order to achieve success and a given goal. That eureka moment was called The Alpha Moment and an analogy to extreme sports was used to illustrate the scientist’s perseverance in order to achieve that moment.
A ﬁrst approach was done using the analogy between surf and the researcher’s work but the chosen proposal wasn’t this one.