UPDATED Statement of intent

The first advert is set in a high-intensity gym where a young woman pushes her physical limits. Through close-ups and extreme close-ups of her strained expressions and sweat, the ad highlights the physical effort. Fast-paced editing and jump cuts build tension, leading to a key moment when she chooses the drink over Lucozade. After sipping, motion graphics and vibrant colours flood the screen, symbolizing the drink’s revitalizing effects. The use of continuity editing and match-on-action ties the completion of her bottle to a feeling of satisfaction and energy, positioning the drink as both a performance enhancer and a source of recovery.

In contrast, the second advert shifts to a more casual, everyday setting. The protagonist exits a corner shop, and handheld camera work adds intimacy as they take a sip, followed by an explosion of colour and animated effects to illustrate the sudden surge of energy. The person begins dancing down the street, with tracking shots capturing their joyful movement. The use of montage editing shows the spread of this energy to passers-by, reinforcing the drink’s power to lift moods and create positive connections, while diegetic sound and upbeat music highlight the carefree vibe.

Together, the adverts emphasize the drink’s dual benefits—enhancing physical performance and uplifting everyday moments. The first advert uses intense cinematography and graphic animations to convey physical revitalization, while the second leverages urban realism and vibrant colours to show how the drink fuels joy and connection. Through a mix of sound design, visual effects, and editing techniques, the adverts present the drink as an essential part of both high-energy challenges and spontaneous, joyful moments.


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