Before developing the video treatment, we analyzed the target audience and identified four key archetypes: The Outlaw, Hero, Explorer, and Sage. We figured out their habits and values, analyzed the lifestyle, behavior and converted it into an artistic way.
The four characters of the video convey the four main messages of the campaign that its residents do not live within limits. They always are ahead of rules, ahead of change, ahead of time, and ahead of harmony. Here the performance of the dancers is a choreographic embodiment of the narrative about life beyond conventions.
A thorough analysis of the protagonists made the campaign relevant to the target audience, and the metaphor of dance as a way of life helped the project to differentiate from the competitors.