Micron Boxes

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Micron Boxes 〰️

I had the pleasure of colllaborating with VisionKit, an incredible studio in my area on a large campaign for the tech company Micron. Our task was to creatively tell the story of how datacenters are epicenters for change and growth - Micron memory and storage are positioned at this crucial intersection of tech and progress. Conceptually, boxes are boring but when they open up they reveal so much more.

I had the privelege of helping to conceptualize, storyboard, and design/animation direct the piece. The project ran for a couple months but production lasted around four weeks. There was a strong push in pre-production and the entirety of the project basis shifted as production ensued.

Part of the challenge of the project was winning the pitch for Mitchell+Palmer, the agency tapped by Micron. Several of my test/pitch animations and sketches ended up being the bedrock for scenes that would be revealed in the final.

There were stylistic evolutions throughout the piece, but several of the more textural design system that was established pivoted toward a more traditional, clean tech style. Some of the initial color and texture was retained, but there were concerns about brand alignment. The project as a whole was a learning process for me.

We collaborated with several contributors: Thiago Biazzoto for design, Alex Deaton, Jon Riedell, and Ariel Costa for animation.

The initial designs had quite a bit more texture and color which were reeled in by the final look.

In the end it was a pleasure and a challenge to have leadership and ownership over the totality of the piece. It was a thrill to be a part of the winning pitch, and a labor of love to partner with a lot of stakeholders, direct contributors, and ultimately deliver the final sequence that would end up as a leading campaign on Micron’s home page.