An Edit Story
Agency: Huge
Role: Motion Director, Editor
Background
Apple Cash lives inside Messages. You don't open an app, you send money in a chat the way you'd send a sticker or a reaction. For a college activation rolling out across multiple U.S. campuses, Apple needed motion that taught students that idea without ever spelling it out.
Challenge
Huge wanted a single piece that pulled all three products: Pay, Card, and Cash into one moment. The asset pool was thin, and most of what did exist was static or simple motion graphics. To get the piece I wanted, motion graphics had to carry the cut, not flavor it.
Approach
Short, intense, on beat. Sixty seconds. I wanted the edit to read like a hype trailer, not a status update or a sizzle. Energy first, polish second. Something that hit before anyone said a word. I went through every available frame and cut the pool down to what could survive the pace I needed.
From there, around 65% of the final edit became motion graphics I'd built earlier that quarter, recut into the piece — building energy where there wasn't existing footage to carry it. Pacing locked to the beat. No idle frames. Sixty seconds with no breath.
Results
The teaser opened the Apple and Huge quarterly. It landed the way a teaser should, and from there, other teams inside Huge started using it as the bar for their own.