diploma project

Erase-Vita: Erase your Child’s creativity

The aim was to highlight the importance of encouraging creativity in children. The target audience were primarily parents and teachers. One of the challenges was delivering the message clearly within the given time frame, since films with a socially conscious message can lose audience attention if too long. Another was to come up with an interesting, non-clichéd format for the narrative. It was also necessary to determine the various myths harboured about the importance of creativity.

The story is in the format of a series of advertisements about a fictitious tonic that erases creativity. In a tongue-in-cheek, manner, the movie shows how the creative child performs much better in various situations, as compared to the child whose creativity has been erased. Sarcasm and irony gave room for comic relief. Spoofing of ads allowed to offer commentary on advertising. Real life references were also made to out-of-the-box thinkers like Newton .

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