Client: Omnicom Media Group
Role: Creative Director, 2D/3D Motion Design
Credits:
Editor: Ryan DeCarlo, Christian Conyer
2D/3D Motion Design: Ryan DeCarlo, David Szmit
Audio: Christian Conyer
VO: Maya Tuttle
Background
Omni is Omnicom's operating system, the platform clients use to connect their first-party data and run everything from planning to activation to optimization. Powerful, dense, and used every day.
Omni was getting a full visual refresh, and this video had to launch alongside it. The piece that showed clients what the platform could really do, wearing the new brand on day one.
Problem
Software demos are where excitement goes to die. Screen-record a dashboard and you've made a training video, not a launch. The job was to take a platform clients already knew, complex, data-heavy, familiar, and make it feel clear, approachable, and worth a second look. And to make the refreshed brand feel alive in the process, not just applied.
Challenge
I pitched the concept fully 3D. Then the timeline and budget came back. Full 3D wasn't going to make it. On top of that, the video had to hold five layers in one voice: live footage, 2D, 3D, real platform UI, and VO. Mixed media is where sizzles usually fall apart, it can read like five videos stapled together.
Approach
The defining call was killing my own pitch. I shifted about 70% of the animation from 3D to 2D, which bought us the speed for fast turnarounds and last-minute tweaks without losing the core vision. The surprise: 2D sat closer to the refreshed brand anyway. The constraint made the piece more on-brand, not less.
From there, the job was making five things sound like one. Footage, UI, 2D, 3D, and VO all had to flow as a single piece, and the platform's real interface had to be the star, not a screenshot dropped in.
Along the way, I designed a set of motion-ready icons for the refresh. These weren't one-offs. Each was built to plug into the larger motion system, so the brand could keep moving, through presentations, product videos, and whatever came next.
Results
The video shipped day one with the refresh, the piece that showed clients what the new brand and the upgraded platform could do at the same time. The icons kept going long after. Built as system pieces, not one-offs, they carried into presentations, product videos, and platform content across the brand.
And that was the real brief, even if nobody wrote it down: take software clients use every day and make them see it like it's brand new.