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1. Overcoming the monster

Explore how the 'Overcoming the Monster' plot archetype can be used in commercial creativity using an example of D&AD awarded work from our archive.
Dear Candidate, thank you for your application to our ballet academy.
Unfortunately, you have not been accepted.
You lack the right feet, Achilles tendons, turnout, torso length, and bust. You have the wrong body for ballet. And at 13, you are too old to be considered.
I Will What I Want – Misty
Agency: Droga5 / Client: Under Armour
Wood Pencil / Branded Film Content & Entertainment / 2015
Overcoming the Monster Recap
There is an evil force threatening our hero/their world/mankind. The hero must fight and slay this monster, which often isn’t easy, but they come out triumphant, and receive a great reward.
Two Minute Task
While you’re watching the video, think about the following:
  • What is the ‘monster’ in this example?
  • How does Misty overcome it?
  • What other examples can you think of that use this archetype?
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Storytelling in Advertising

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