As the awards are about food, the first idea that crossed my mind was recipes and cookbooks. I created some mood boards to reference in my work, one consisting of illustrated recipes and the other mainly of Ryo Takemasa's work.
I made notes on several different ideas and then began putting together a rough storyboard. The sequence begins with a couple making dinner in a kitchen. The camera zooms in to a cookbook on the worktop which is then opened and the first award animation begins. It was really important to me that the sequences had a consistent theme all the way through and I decided to achieve this by having a character in each ident talk. However, the characters would not necessarily be people but rather animals and food. The inspiration for this came from Creature Comforts, something aimed at and humorous for adults. This was another important factor, that the designs and animation not be too childish as the awards and ceremony are for adults in the food industry.
My aim is to create a lighthearted, charming, humorous and enjoyable introduction for the audience to each award.
Below are the storyboards I created for the pitch. I designed the theme to be applicable to all awards so spent my time creating attractive artwork for the first two awards to convey my ideas clearly.