The Colombo Innovation Tower is one of the biggest ventures related to creativity to take place in Sri Lanka. So, it was quite interesting to get an insider’s view into the project by being commissioned to write for their website. The project would bring forward the largest space dedicated to design, creativity and innovation in Sri Lanka, and offered our industries a creative catalyst space to be part of. It was crucial that website text helped the viewer understand the big picture of the project; this means the philosophy behind CIT and why it is necessary for Sri Lanka. At the same time, the commercial paradigm of the venture was paramount; the website had to sell the spaces at the end of the day. The challenge for the writer was in creating this balance in the text.
This video script was commissioned by Sri Lanka’s leading design college AOD. The brief was to capture the energy of young people who aspire to change the world with their creativity. The video script was given a tone of rebelliousness that syncs with the undercurrents of youth culture, while embracing the potential held by young people to build a different tomorrow, by nurturing their skills. The words were carefully chosen to be aspirational and positive connecting to the idea of the future and tomorrow, while also bringing in word choices that hint at being courageous. This video played a critical role as a powerful social media advertisement, and the client succeeded in making its recruitment targets expected from this campaign.
Tomorrow is a new place.
The rules have been remade.
Innovation, radical thinking and creativity run the world.
New ideas make the world.
Ideas like clothing that enhance lives.
Languages that break boundaries
Spaces that influence human wellbeing
Stories that change the way we see the world
Businesses that build new parallels in our experience.
This tomorrow needs a different kind of person at the lead.
The kind that believes,
the kind that thinks different,
the kind that dares to dream big.
What about you?
(The music and film recommences with new and intensity)
Get #readyfortomorrow with AOD.