Working with HMX Media, I worked with the senior art director to storyboard an ad for Magellan’s OneTouch iPhone application. We were exited in the studio as it was an opportunity to create a fresh creative concept. The idea was to centre around an illustrative concept, with messaging about the product. The phone would start of as an illustration in 3d space which would finally conclude as a real 3d phone. This would allow us to create a visually engaging piece and focus on the applications selling points. Unfortunately the initial concept had to be modified (meaning the core concept which relied heavily on the illustrative approach) as it did not fit in with iphones brand guidelines. As a result the final piece lost it’s unique edge we were excited about, and a modified concept was created instead.