Process as Spectacle: Motion Design for Luxury Footwear

A branded motion system translating craftsmanship, innovation, and accessibility into billboard, web, and social formats.

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Context & Constraints

  • Platform: Times Square billboard (dual-screen)

  • Time: 13 seconds

  • Objective: visually communicate shoe creation process

  • Role: 3D visuals, AI-assisted visuals, motion editing

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Billboard Motion System

A dual-screen motion system designed to work in conversation — one screen focusing on material transformation, the other emphasizing structure and form.

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Brand Explainer (60s)

This 60-second explainer uses abstraction to simplify complex ideas around creation and craftsmanship. AI tools were used selectively to explore form and motion, supporting narrative flow rather than overpowering it.

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Digital Adaptations

The billboard motion system was adapted for digital platforms, prioritizing clarity and pacing while preserving the original visual impact. Process visuals were refined to read quickly on smaller screens without losing narrative intent.

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Social Campaign Concepts

Exploring how AI-generated visuals can differentiate luxury footwear storytelling on social platforms while maintaining an elevated brand tone.

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Tools & Skills

  • Tools: Blender, CapCut, AI tools (Sora)

  • Skills: 3D motion, visual systems, iteration, brand translation.

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