THE METAMORPHOSE OF GLOBAL LUXURY

Rather than revisit the familiar visual territory of past work, we wanted to reveal Global Luxury’s new logo and identity to audiences in an unexpected way, wholly unique to this moment for the brand.

The reveal was slated to take place live in front of a virtual global audience. The challenge was translating the brand’s mission and vision into a realized story and experience. Immediately, I had an idea: An opening title sequence-like video featuring dramatic black ink flows representing the metamorphose of their brand and community.

I led a team of art directors, 3D animators, motion designers and editors in the creation of their rebrand launch video and a brand anthem film highlighting the brand’s credentials.

For us, this work represents a return to timelessness for the brand, where simplicity and elegant design eclipses extravagance.

Concept, Animation Direction, Design Direction, Copywriter, Creative Director

Agency: REP Digital