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As with brands, the image of a country can strongly influence the decisions that investors, tourists or companies make in relation to them. Montenegro studio selected the United States presidential transition scenario to simulate the need to renew the country brand image and communicate globally everything that USA has to offer from a cultural and economic point of view.

The brief

Create an audiovisual piece to promote the “WOW Student Creative Competition”,
a creative branding contest for students to build a new country brand for the USA.

How did we get there?

We created a graphic discourse that expresses the irony of the US presidents explaining the contest aims with an interface that represents the beginnings of Photoshop.
The colours, iconography and gifs used reply to the construction of an American universe.


Creative Direction / TRES
Script / Montenegro Studio
Animation / TRES
Sound Design / 3.11 vision