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Art Direction, Animation
Time Inc. moved down to 225 Liberty Street from the Time Life Building in 2015. With the spin-off from Time Warner the company embraced a modern, open, 7 story, work space in the financial district, all tied together with a one of a kind lobby. The lobby features a custom 3 panel retina floor to ceiling video wall housed in sleek black marble space. While the space was impressive, the wall graphics lacked noticeable branding to the visiting audience and didn’t tell “the Time Inc. Story.”
I was tasked to art direct and animate a full-length (9:00 minute) custom piece that illustrated the breath of the Time Inc. Brand. As the “trusted voice of the human story”, the piece speaks to the company mission, our unparalleled portfolio of brands (such as TIME, FORTUNE, PEOPLE, INSTYLE, SPORTS ILLUSTRATED), beloved franchises, as well as exciting new opportunities. This piece is meant to showcase how Time Inc. feels: historic, modern, warm, and living experience. From the sports fanatic, to the soccer dad, the fashionista to the deals queen, the culinary connoisseur to the first time chief, Time Inc. is with you at life’s most pivotal moments every step of the way.
I wanted lobby guests to feel immersed in our story. I used high impact footage from our brands, clean bold typography, and breezy smooth animated elements to cater to the audience experience. I balanced both full width to segmented compositions to build a full visual experience. The goal was to make it undeniable that this was Time Inc.’s lobby, celebrating both our legacy and our future.