Karst Stone Paper Creative Campaign
Towards the end of 2018 I was offered the opportunity to pitch creative campaign concepts to Karst Stone Paper leading up to their 2019 Journal launch.
Through the process I was able to hire a few local designers who I'd long admired to assist in crafting the vision of the project.
Building a team from the ground up was new to me and I wanted to ensure that I could clearly communicate the concepts I had in my mind. Putting to use my experience in 3D animation development I storyboarded an animatic for each concept.
Here you can see the original vision for the 'In Ink' visuals next to the final creative that we produced for Karst Stone Papers social media profiles and advertising.
Below you can find my initial animatic which covered four separate ideas during the pitch process. Working with Karst we honed in on two key concepts. The 'In Ink' concept shown above which was designed as the "Apple advert of journals" to assist Karst Stone Papers expansion of their audience to include creative designers from a variety of backgrounds.
The second concept we landed on was 'Growing Daily' where we'd utilize a time lapse technique to show how using the Karst Planner daily would bring the user closer to their goals.
We first identified three key demographics based upon their existing purchase history and where Karst would like to improve their sales, capturing them in three characters who's personality would be reflected in the styling of the videos and their use of the Karst Planner.
We spent some time plotting out the way the users desk would reflect their personality and growth thanks to the use of the journal. As you can see below, we have the storyboards which show the progress of an entrepreneur starting with very little and planning out their own coffee shop business, eventually opening their first cafe.
We shot a lot of footage on the day to reflect these story dense concepts but found during editing that there was too much happening in the frame and the focus of the video became lost and confused. Thankfully, since we had shot so much footage, we were able to target this series around the qualities and aspirations that reflect the target demographics.
The end result been a visually interesting glimpse into the life a hardworking entrepreneur as their day to day work life revolves around two things; drinking coffee and writing in their Karst Stone Paper Planner.
