Agency: Instrument
Role: Lead 2D Motion Design
Instrument asked me to help with a Transcend campaign at DC International Airport during a big tech convention. I was brought on as a 2D Motion Designer, but I added some 3D to give the animations more depth and polish. I created a few bold, clean styles for the DOOH displays, something that could stand out in a busy airport environment. The turnaround was really fast, but even with the tight deadline, there was a lot of potential to grow the motion system even further.
I explored a bunch of 2D logo animation variations, all based on the same idea, but each with its own personality. For me, that early exploration is key, because even small tests can spark the foundation for a bigger motion system. In this case, the campaign was entirely DOOH in an airport, so I ultimately kept the final animation simple and focused on the copy. Airports are already hectic, and I didn’t want to add to the noise. Still, if you look at the logo samples, you’ll see how some of them could’ve easily grown into a full motion language if the setting had been different.
The team was unsure about the client’s idea for the door opening, mostly because it required 3D, and I was the only one fluent in both 2D and 3D. That mix of skills turned out to be a big advantage, I quickly built out some 3D samples to show how it could work, which helped ease concerns from both the client and the creative director. The team was impressed by how fast and polished it turned out. Being able to work in both 2D and 3D gives me more creative flexibility and lets me bring ideas to life visually, instead of just talking about them
I put together a bunch of motion tests for the copy, actually more than what’s shown here, but these were the ones the team really responded to. I like to provide a few solid variations to get the conversation going. Sometimes it’s just way easier to show the motion than explain it, especially when working with other designers. A few good visuals can go a long way in aligning the team and sparking new ideas.
Final Deliverables
