LYNX Men of the Moment

Challenge Lynx had launched a campaign featuring key influencers within sport, music and comedy. They wanted to reach MTV’s massive Snapchat audience, so approached us to develop a creative concept. Approach Research dictated that the best performing Snap Ads were 6-8" long, therefore our concept needed to succinctly capture their talent in a cool and credible way, ideally using no up-sound. With very restricted access to the talent (Dele Ali, Big Shaq and Not3s, for ten minutes each, in a studio setting), I developed a concept inspired by the ‘green screen walk-on’. Performed by rugby and football players, this was overlaid with kinetic type and spoke to the talents' particular skill set. We directed them to walk towards a locked-off camera, giving some swagger, nods and simple gestures to lens. To compliment Lynx's Men Of The Moment campaign and ‘You Gold’ tagline, we restricted the footage to black and white, but rotoscoped the gold ticket tape to add a splash of colour and movement.