Project A-Game

7-Eleven convenience stores are often associated with negative stories in the media which overlook the positive influences they bring to their local communities. To refresh public perception through their community outreach program, Project A-Game, the North Pacific Zone set out to document the many ways in which 7-Eleven stores contribute to the growth of their communities. The Zone planned a series of videos which required motion graphic components to accompany the video elements and thematically integrated with their message. Created in After Effects, the motion graphics were incorporated in internal video to highlight successful outreach efforts in the North Pacific Zone. The project expanded to include team identity t-shirts designed to promote association of the brand to various field events.

INTRO TITLE SEQUENCE

During a meeting with the Zone Leader to determine the creative direction of the videos, he described the metaphor of a flock of geese to communicate their values of unity and teamwork. Forming a "V" in flight, a flock of geese meets maximum potential by flying together, allowing them to increase their speed and reduce individual constraints. When the lead goose begins to tire, another goose will fly to the front and relieve the lead goose, so the entire flock may progress forward without interruption.

The "V" itself is present at the heart of the 7-Eleven logo. For the intro title sequence and segment intro graphics, the "V" in 7-Eleven transitions from the "V" to a red heart shape as the titles appear.

SEGMENT INTRO

LOWER THIRDS

The "V" is carried through individual identifying titles by appearing horizontally on the left and "flying" to the right, revealing the title of the subjects featured as it passes across the screen.

CLOSING TITLE SEQUENCE

The closing title sequence evokes the unity between the individual stores in a "V" montage showcasing images of the subjects featured within the video. The last shot of the video pushes back from the frame to reveal the montage in full, and flies into place within the "V". As the "V" continues to fall back, other images from the montage are seen flying in from off screen until the full 7-Eleven logo fades in to form the full logo.

TEAM IDENTITY T-SHIRT

Many of the outreach efforts include outdoor activities which require casual attire to accommodate the physical nature of the events. The market leaders saw a need for attire that would cohesively identify the team to the public that would stand out in a crowd of various organizations.