x games TV commercial


reference

moodboard

statement

Skateboarding has been an intrinsic part of my like. My introduction to motion graphics led me to combine my passion for design and for the X Games.

The X Games is an annual extreme sports event hosted, produced, and broadcast by ESPN. The inaugural X Games were held during the 1995 summer in Newport, Rhode Island. The competition includes skateboarding, BMX free style, Rollers, Moto X, skiing and snowboarding. Participants compete to win bronze, silver, and gold medals, as well as prize money.


STRATEGY

Audience: 15 years ~45 years

Duration: 1’15’’

Tone of the piece: Exciting, cool, passion, rebel

Message Takeaway: Attract people join this event

Extreme sports come from street culture and from young people’s drive to express their personalities through sports. Thus, they are a form of self-expression and personal challenge.

In my mind, all these challengers are heroes, but they are not the traditional, archetypes of what we think of as heroes. They can be perceived as deviant, and out of the norm. A graffiti animation style was used to embody the notion of anti-heroes, street culture and self-expression.

I choose plenty of colorful colors to illustrate the idea of positive and sparkling mood.


Sound design

DJ music style as BGM. And mix subwoofer, noise, power, camera effect.

storyboard

Video reference

Baltic Games 2012 Skateboard [Frontside Magazine]    https://www.youtube.com/watch?v=VqTiHJVZ2oM
Competition Report: Asian X-Games 2012 in China    https://www.youtube.com/watch?v=WYP1vyL4auQ
Federal BMX - Simple Session 2013   https://vimeo.com/62252277
GoPro HD: Ryan Sheckler Skate Street Course Preview - Summer X Games 2012   https://www.youtube.com/watch?v=QDbu9NUQHhs