WE CRASHED
Premiered on Apple TV+ in March 2022
For this project, I was the lead designer for the graphics cards on the official trailer and teaser. (Logo design and opening show titles designed by Erin Sarofsky)
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, money, and visualizing the people of WeWork. But really, this story is 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.
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+
LOGO & SHOW TITLES: Erin Sarofsky
STUDIO: Tiny Hero
TRAILER/TEASER MOTION DESIGN: Chelsea Parrish