The challenge: how to make people respect the sea?
Solution: I have personified the sea—associating this idea of the sea having 'moods' to encourage people to treat the sea as a living entity that fluctuates.
I found inspiration for Moody Blues through Māori culture, and how they treat the sea as something that has energy and life, as a power that possess a personality and characteristics.
This approach to the sea is key—because when you believe something with life, energy and moods... you pay it more attention and respect.
Working Process :
I originally started out with this concept where I wanted to obviously show the different emotions, and associated it with the sea. This started with finding pictures of people who you can tell what mood they are in a glance.
I decided it needed to be more obvious that it was associated with the sea, and personified the sea by creating human-like facial features expressing different emotions. I felt I could still portray this idea in simpler more effective way, which lead me to the emoji stick expressions.
Here is the final concept.
