Framestore brought me on to design a scalable (no pun intended) typographic system for Gatorade’s latest campaign. We explored a lot of motion variations upfront, and once a direction was locked, I built a streamlined workflow in After Effects to avoid the tedious process of converting live text to outlines and animating point by point. One of the challenges was timing, each edit had shots of varying lengths, which made it tricky to pace the animations without them feeling rushed or too slow. But with some creative problem-solving, I made it work across the board. Honestly, this was one of those rare projects where the vibe was great all around. The Framestore team was a blast to work with, the agency folks were chill, and the client was happy. I was too.