A global 2D motion system for a brand relaunch — from Madison Square Garden to London Underground's 49-screen sequence.
the brief
Perk was relaunching their brand with a global out-of-home presence built entirely around two sets of witty copy — no announcement, just bold messaging designed to be impossible to ignore. The launch was fixed-date and deliberately secretive. No motion assets existed yet. Perk provided strict typographic rules — font usage, copy alignment, kerning, tracking — and everything else had to be built from scratch across two continents before launch.
what I did
I designed the full copy movement system in After Effects, segmenting each asset into structured frames and building a master template to keep all subsequent ads consistent. With movement locked, I split the template into landscape and portrait variants, adapting copy positioning across both while preserving identical timing throughout.
Every location had individual technical requirements: different frame rates, aspect ratios, output formats, and screen rotation specs. Madison Square Garden required synchronised motion across 2 prism screens, 9 double-sided totems, and multiple LED displays. London Underground's 49-screen sequence had to move in rhythm end to end. NYC/LDN and BER market variants required localised copy adapted within the same motion framework.
Phase 2 extended into special builds. My responsibility was the Chicago Three Headed Monster at Ontario @ Franklin — three vinyl panels running as one synchronised piece: a 35'×32' portrait billboard anchoring the building face, a 14'×48' horizontal strip below left, and an 18'×14' panel to the right. Static format, print scale — I measured and placed every sticky note across all three surfaces, adapting the campaign copy layout to hold as one unified piece.
scope & scale
10+
Locations across two continents: Penn Station, Madison Square Garden, London Underground, Heathrow, Berlin, Chicago, Atlanta, Munich, Paris, New York Subway
100
Assets delivered across landscape and portrait formats
49
Screens in sequential rhythm along London Underground's longest display run
2
Continents, one governed motion framework launched simultaneously. NYC · LDN · BER · CHI - Market variants with localised copy adapted within the same motion system
the result
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.
