The brief is to persuade 35-40 year old women to participate in beach volleyball.
My general idea is to create a persona of a 'volley dolly' who is an older woman who loves the lifestyle of beach volleyball and is passionate about the sport. (almost like a groupie of the sport: similar to a wag for example) In this image I wanted to portray that the woman is constantly wanting to be outside in the sunshine and loves to wear her beach attire no matter what the situation.
As it is not traditionally a competitive sport for this age range I have focused on giving the sport a fun and youthful feel focusing on getting the women to become involved socially and for a reinvention in their lives.
I have directed a series of these images showing different daily occasions where the 'volley dolly' manages to incorporate her passion into her day.
Im not sure if the copy is there yet so please leave feedback!
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