Find Your Flow

Read the campaign story

Grey London documented Find Your Flow for Lucozade Energy in 2015, linking graphic outdoor work with a film expression. Its account credits Darren Wright, director Nathan Price and Park Pictures. The different channels are grouped as one repositioning platform. The agency’s August account describes earlier outdoor activity, so the year is retained without asserting a precise original month.

The source explains an intended association with everyday ease, not a scientific finding that the drink produces coordination, sustained performance or wellbeing. This study adopts no such claim and no commercial outcome. The case examines how a visual system and a metaphorical action style can work together while recognising that spectacular movement may encourage stronger product inferences than the written proposition supports.

Editorial interpretation: rhythm can create coherence across still graphics and moving images even when the executions look different. Repeated shapes, intervals and transitions give a platform a recognisable way of behaving. That coherence should serve an understandable idea. A team can test it through simple screen sequences rather than relying on elaborate choreography, physical feats or a product trial.

Editorial interpretation: broadening a brand’s occasions requires more than showing it in additional settings. The work needs to explain why the new association is relevant without suggesting that the product solves every difficulty encountered there. A metaphor of ease can be useful in communication, but it should not imply that ordinary fatigue, illness or lack of skill can be overcome by consuming a particular drink.

Define the intended association narrowly

Write what viewers should understand and what they should not infer. Distinguish a mood, a visual style and a functional claim. Those categories require different evidence and different creative treatment. If the concept relies on impossible performance, test whether the exaggeration is recognised as fantasy rather than a dramatic version of a benefit the product can genuinely deliver.

Create a visual rule that works without action

Build a small set of static layouts that express the same rhythm as the moving concept. This reveals whether the platform has a coherent design principle or depends entirely on spectacle. Compare recognition and comprehension across formats. A small team can use original shapes, typography and transitions, keeping the exercise separate from physical coordination or the effects of consuming a product.

Measure inference as carefully as memorability

Ask viewers to describe what they believe causes the ease shown in the work. If they attribute extraordinary ability or health benefit to the product, revise the execution. Do not assume that a disclaimer will override the main image. Evaluate the whole impression, including editing, music and context, and prefer a less dramatic concept when it produces a more accurate understanding.

A small test for another brief

Proposed adaptation: design an animated sequence for a fictional calendar template in which simple paper shapes move into an orderly layout, with clear limits on what the tool helps organise.

Measure whether reviewers understand the template’s modest organising function and distinguish visual smoothness from a promise of effortless productivity. Ask what work the user still has to do. Compare recall, clarity and unsupported expectations across versions, then remove transitions or language that imply the tool eliminates fatigue, guarantees performance or solves problems outside its stated scope.

Stop if the concept encourages unsafe imitation, attributes physical ability to a product or turns an aesthetic metaphor into an unsupported health claim.

• Use screen animation or a paper storyboard only.
• Avoid human stunts, vehicles, exercise and beverage consumption.
• Compare the rhythmic version with a plain demonstration of the same layout.