VIRGIN AUSTRALIA
KICK TO FLY COMPETITION
Ideation / Art direction / Design
When Virgin Australia came to us with an idea of a promotion at Optus Stadium for a game half time, there were a number of great ideas but the one that stuck out was a some sort of kick competition. I was tasked with helping pull the Kick To Fly idea together along with the CD. I looked for visual references to help art-direct the promotion at the stadium on the big screen, LED boundary panels and also create an identity. The main visual was the big screen positioned right behind the goal posts contestants would kick toward. I found a great city-scene morph reference for the animators to take and create the destinations.
Paper Moose came back with some amazing boards on how the animation would come together, and we began to select unique and recognisable landmarks for each to the destinations to help bring it all to life. Paper Moose then took these to build out all the destinations our winners could go to.
One problem we had was ‘how do we know what destination they’re kicking to?’ After some thinking I suggested make the boundary LEDs into a roulette wheel-style animation, so contestants could see a destination they were aiming to go to and kick toward it as it came around the boundary. The main screen animated in-time with this to show those locations. We also had an on-field component having some field designed with the Kick To Fly banners.
