The Line / J. Walter Thompson Sydney
A series of eight interactive videos were created as part of The Line multi-media campaign. The stories are episodic and loosely follow the lives of a group of teenage friends as they move in and out of relationships.
Each one deals with a different relationship dilemma and allows the viewer to make a range of choices. The aim is to get young people thinking about the issues and exploring the potential outcomes, rather than passing judgment or dictating behaviour.
The videos are animated with “continuous line” illustration, where the image is literally drawn on the screen before your eyes. Each video has its own distinctive visual style, thanks to a group of up-and-coming young artists who were recruited to give them a fresh and original look.
The aim with this style was to avoid the potentially polarizing nature of live talent, as well as giving the campaign an ownable look that’s not just a blatant rip-off of youth culture.