We Crashed premiered on Apple TV+ in March 2022. WeCrashed tells the story of the rise and fall of one of the world's most valuable startups. The look for this campaign began with ideas about chaos and money. However, I dug deeper and learned that this is a story about tension and misconception, leading to the final design of an optical illusion of the buildings in New York City turning and squeezing as the credits push forward in the frame.
I was the lead designer for the internal graphics cards on the official trailer and teaser. The original logo and opening show credits were designed by Erin Sarofsky.
CONCEPT DESIGN:
My initial instinct was images of the surfaces of WeWork; wall textures, floors, windows, and materials, but it didn't really tell the story of the show. Then I went in the other direction and thought more abstractly about chaos and dramatically falling down in a city that is closer to what we ended up with. The third concept, suggested by the client, was about the blueprint designs. I created many options, including using a parallax effect to zoom through the blueprints.
CLIENT: Apple TV+
ROLE: Concept Design & Motion Designer
LOGO & SHOW TITLES: Erin Sarofsky
AGENCY: Tiny Hero