a 2d motion system that launched a global rebrand across two continents, from madison square garden to the london underground

motion system design

perk

perk was relaunching with a global out-of-home presence built entirely on two sets of witty copy: no announcement, just bold messaging that was impossible to ignore. the launch date was fixed and secret, and no motion assets existed. perk supplied strict typographic rules for font, alignment, kerning and tracking. everything else had to be built from scratch, across two continents, before launch

designed the copy movement system in after effects, segmenting each asset into structured frames and building a master template that kept every later ad consistent. once the movement was locked, i split it into landscape and portrait variants with identical timing every location had its own specs: frame rates, aspect ratios, output formats and screen rotation.

madison square garden needed motion synced across 2 prism screens, 9 double-sided totems and multiple led displays. the london underground's 49-screen run had to move in rhythm end to end. the nyc/ldn and ber variants carried localised copy inside the same framework phase 2 moved into special builds.

i owned chicago's three headed monster at ontario @ franklin: three vinyl panels (35'×32', 14'×48' and 18'×14') that read as one piece. i measured and placed every sticky note across all three surfaces so the layout held as a single image

scope & scale

locations across 7 cities

assets across landscape and portrait screens in sequence on the london underground vinyl panels in chicago, built to read as one piece

screens in sequence on the london underground

vinyl panels in chicago, built to read as one piece

A single governed motion framework launched a global rebrand simultaneously across two continents, holding brand consistency across every location and format for a campaign that started with almost no supplied assets