Museum of Modern Art
Role: Animator
Design, Animation, and Organization of campaign Assets
Digital assets used on Social Media and around the New York City Subway, Train Halls & Billboards. This campaign played into the acronym of “MoMA” and exploring the idea of finding the “MA” (Modern Art) behind everyday objects. Modern Art is not high-brow sophisticated billionaire fodder, it can be the design behind the subway signage, the iPod, a comfy (or uncomfortable) looking chair, and so much more.
In addition to my work with the DOOH campaign, during the very early stages of creative development, I was also asked to help map out a few ideas of how the team could animate / play with the MoMA brand identity.
I was roped in to this campaign throughout various phases to manage and modify motion graphic assets for different “seasons” of the campaign. Resizing components, establishing a typographic / design grid that remained consistent across all pieces from the campaign and following that grid was the bulk of my work.
While the campaign appeared to be minimal, in both animation and design, the challenge came down to precision and continuity. I really admire minimalism, and there is a lot of discipline needed to be had when representing a brand that, itself, is the pinnacle of Modern Art curation. Every pixel that was exported from my machine was meticulously studied to make these pieces match up to the brand’s expectations.