XIII Latvijas Skolu jaunatnes dziesmu un deju svētki

TVC and OOH creative direction

Creative and art direction
Copywrite
Direction, storyboarding

Client XIII Latvian School Youth Song and Dance Festival / State Education Development Agency of Latvia
Visual identity Kid Desing
Video assets Colortime
Production 3000 Studio

Storytelling that focuses on event's visual identity

Commissioned by 3000 Agency to adapt the XIII Latvian School Youth Song and Dance Festival's identity (Kid Design) for digital screens, I convinced the client of two things: commercial airtime should be used to tell the story behind identy's creative concept; and content for on-site screens has to be revised for clarity.

We produced a TVC, digital OOH and social media content as well as four on-site safety videos.

XIII DZSV (TVC) Storyboard Visual Compressed

Keeping the thread

The launch of the event's visual identity had been rocky – the general public didn't immediately connect with the concept and discussions online positioned it as silly in a negative sense.

Acknowledging the festival's importance and the wide coverage its campaign will get, I wanted to seize the opportunity and refocus the attention on the playful thread that connects us as identity's central element. The animation, pacing and copywrit all had to evoke the celebratory feeling unique to this event.

Unified, user-oriented content

From TVC and digital OOH to social media and on-site safety videos – content was designed as a unified, user-friendly whole.

Improved safety

Comprehensability of spectator-facing safety videos for on-site screens was imporved through shorter and more user-froundly copy. It just so happened, that for the first time in the event's recent history one of the major performances was interrupted and audience had to evacuate.