Moving image response to the 2010 D&AD Student Awards brief set by DeFacto, Nottingham. The brief set for Fred Perry, asked for the production of a underground viral campaign that drives an audience to the Fred Perry Subculture music website. The outcome is a viral campaign that reaches the audience on a number of levels. The main focus of the campaign is to bring the brand back onto the street. Using this notion, I took the visual emphasis of a 'beat' and replicated it to a number of different tracks featured on the website. This gave a visual metaphor for 'unheard music'. The campaign infects environments and produces a buzz through towns and cities nationwide.
Each visual comes with a QR tag which appears at the end of the looped animation. This tag, when captured on a smart phone downloads the track free to the device. The user then has the option to send and share the track using a number of social networking platforms such as MMS/ Facebook/ Twitter and Myspace.(Treatment below)
