The video had to transmit the right image of the company. The look and feel of it had to say we are different, we put in maximum effort every time, we came from the seething cauldron of creativity found in New York's underground. That’s why I added the textures; on the one hand, they give depth to the image itself, while on the other, the variation between them communicates the feeling of movement. The design brief also specified that they were looking for something vintage but not old, and the different textures help to align with those demands and create consistency throughout the video.

When designing a motion graphics video, it is important to keep in mind that things are constantly in movement and that they’re changing all the time. As a result, I had to carefully consider how things would jump from one point or state to another, while still being able to stand by themselves.