Commissioned by Icepedition, music by The Chemical Brothers
YouTube was making a new music app, and I had the pleasure of bringing the brand to life. With the triangular shape that symbolizes "play" as the hero shape, the other forms follow.
I animated this simple yet sophisticated icon, designed by Hello Monday, and integrated it into the product while introducing videos as part of its launch sequence.
It was also used as the end tag for YouTube Music marketing campaigns.
I had the opportunity to set up these displays for Preview Day, YouTube's quarterly internal exhibit of upcoming products. All items have been intentionally chosen for their multi-use, modular features for future use and storage.
The wooden boxes (aka apple boxes), acrylic sheets which were cut to custom fit the top of the apple boxes, raw plywood that matches the color of the wood on the boxes, and saw-horses for legs were selected to create this utilitarian yet soft feel.
Custom typography and motion design details on Behance
Google Material Design is a visual language based on classic design principles combined with technology.
As a motion designer on a team of visual, UX designers and engineers, we created the first release of the Material Design guidelines. To announce its launch, we made a sizzle reel to boot.
I animated and art directed this sizzle reel with the Material Design team (FKA UXA) and the NY-based animation studio, Mixtape Club.
I love to study analog methods and apply them into the hi-tech digital space. For YouTube, I used the methods of dodge and burn from the photography development process to see how UI could be applied on top of video in a beautiful, intelligent and unobstrusive way.
While working for YouTube Music, an app with the unique capability to switch between video and audio mode, I thought, "What if we brought forth the most unique capability of this app? The video itself behaved like a switch with the simple large gesture from video mode to audio mode?"
Using the conventional square shape to represent music à la album covers, music videos could default from a square shape, and toggle between these two modes with YouTube's robust library of music.