Tarrant Regional Water District delivers a reliable, resilient supply of water to the public at the lowest cost and highest quality possible. With more than two million people in the district’s rapidly growing North Texas service area, residents and businesses need a safe, reliable water supply that meets their needs today and for decades to come.
Since water literally flows from our taps, we don’t always give proper consideration to its source or its supply. Thus, a water conservation campaign has to get your attention and make you think. Water Is Awesome is the district’s campaign to preserve and protect our most precious natural resource.
Water conservation is important throughout the year, but as summer heats up it is especially vital not to waste this precious resource. This new spot “Water Is Awesome,” via agency The Richards Group, reminds Texas what is important in a truly colorful way.
Created by Lucky’s Seth Olson, illustrations with a watercolor pastiche feature splashes of hue that flow from one image to the next to emphasize the conservation message. The campaign shows just how important water is to keeping North Texas cool and connected. Working from the agency’s visual references and photographs of key landmarks taken by Lucky’s Sai Selvarajan, Olson approached the project’s design and animation using ink splashes and bleeds in the watercolor-textured illustrations to give the final piece the desired organic feel.
In addition to the motion spot, Lucky produced illustrations for highly-visible print deliverables, such as bus skins, so the digital message would be more widely amplified.
“I’ve done some digital painting both in personal projects and for commercial work at Lucky. This was the largest and most challenging collection to date, and working with the agency – albeit remotely – was really terrific,” says Olson. “Water conservation has always been important to me.”
Agency: The Richards Group
Creative Directors: Bill Cochran and Brian Linder
Art Director: Ashlin Hart
Writer: Alexis Crowell
Producer: Erin Gardner
Project Manager: Allison Golden
Brand Management Lead: Elizabeth Clayton
Brand Producer: Jay Pritchard
Animation Production + Post: Lucky
Editor/Design/Creative Director: Sai Selvarajan
Design/Animation: Seth Olson
Sound Design/Mix: Matt Cimino
Assist: Alex Heistercamp
Producer: Anne Strock
Music: Asche & Spencer
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