Executive Creative Director:
Design, Animation, Editing
I proposed a direction that embraced
a vernacular "un-design" philosophy.
Although it was killed, many of these
ideas & elements made it into the
final product in some form or another.
Here are a few sketches, designs, & motion tests I created during the exploratory phase of the project. More coming soon...
IFC approached Gretel with a brief, emphasizing their tagline "Always on, Slightly Off", as well as an "Anti-TV" attitude.
(this later changed)