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WORK TYPE
Motion Design, Brand Experience
ROLE
Art Direction, Animation
DESCRIPTION
As part of Time Inc.’s move to a new headquarters at 225 Liberty Street, I was tasked with bringing the brand into the space—specifically through a large-scale animated piece designed for a custom three-panel, floor-to-ceiling video wall in the building’s main lobby.
The architecture was impressive, but the digital wall lacked branding and didn’t tell the story of the company or its legacy. My role was to concept, art direct, and animate a 9-minute video that could introduce visitors to the full scope of the Time Inc. brand—both who we are and what we make.
The piece focused on highlighting the company’s mission and editorial voice, as well as its portfolio of iconic brands including TIME, People, InStyle, Fortune, and Sports Illustrated. I paired high-impact brand footage with bold typography and smooth transitions to create something that felt both modern and grounded in storytelling.
Visually, I alternated between wide cinematic moments and segmented layouts to balance big brand presence with individual content showcases. The result was a cohesive, immersive experience that helped connect the physical space to the identity of the company—and made the lobby feel unmistakably Time Inc.