TEAM Manuel Donayre (Creative Director) + Danielle Figi (Video Producer) + Elaine Chang (Digital Marketing Producer) + Elizabeth "Ellie" Guerre (Animator)
4 Moms + 4 Kids
From Good To Great: Raising Happy & Healthy Kids
TotallyHer developed a custom video series for Mott’s Juice to promote their NEW bold fruit juice flavors. This half year long flight was featured on TotallyHer’s Owned & Operated site Momtastic.com which caters to all things parenting.
The custom video series follows four mother and child duos in their daily lives. Focusing on how each mother goes about nurturing the development of their childs’s growth and how Mott’s fruit juice plays a part in building a good foundation in order to grow into something greater.
Getting from Good to Great
The name of the series - as long and verbose it is - was welled established and vetted by the client. That was kept in mind going through the treatment focusing on key words and phrases that overlapped with distinct characteristics of each mother & child, their daily routine as well as Mott’s brand vision:
Trusted Leaders In Juice Drinks & Snacking for families with Kids Ages 1-12 years
Goodness nurtures the potential in every kid, every day.
We [Mott’s] Believe in Kids
What we drew from this word web were four key themes:
1) Parent & Child Relationship
- Activities they do together (ex. Playtime + Imagination)
- Morning/Bedtime Ritual (ex. Brushing Teeth + Story Time)
2) Extra Curricular Activities
- Sports
- The Arts
3) Food
- Child’s Favorite Food
- Home Cooked Meal
4) Education
- Reading
- Homework
- Career/Future (ex. “What do I want to be when I grow-up”)
For each theme - gathered imagery that best representative. Thankfully, Mott's provided us a brand voice document that had some great imagery as well as key words to use as a great jumping off point.
With what imagery gathered – divided it up into 2 groups with the idea in mind “having a foundation is a good start to becoming great.”
Foundation will be represented with the word GOOD and its imagery
Fruition (or “becoming”) will be represented with the word GREAT and its imagery
Video 1:10: Title Treatment Length: 1:00min
The Verbose Title
In order for the user to digest the lengthy title we focused on keywords that would stand out and identify with the viewer “GOOD” and “GREAT” and used the remainder of the title as descriptive text or tagline.
The words “GOOD” and “GREAT” lend themselves to incorporate two custom icons: Mom Squad and Kid Approved. It allowed us to reinforce the branding for the custom “Mom-squad” section that the videos would be featured on Momtastic.com and the ongoing Editorial Program “Kid Approved”.
Final Title Treatment
Illustrations
Fun and inspiring is the feeling we aimed to exude with the illustrations. Wanted to maintain the modern aesthetic of Momtastic yet not appear to sterile. The illustrations were void of any sort of outlines so not to appear heavy and constrained - reminiscent of construction paper pieced collages.
Leveraged bold blocks of color witch the least amount of details to compliment the bold letterforms of the title treatment. The bold letters acted as a canvas for the illustrations to playfully dance against.
Hand Rendered Illustrations Printed out white sheets with the title treatment outlined to act as a guide for to where the illustrations could be placed in relation to the title treatment itself. Allowed me to determine how much of the letterform I could cover with the illustration but still allowing for optimum legibility/readability.
