GSW: Gold Blooded 21-22 Playoffs Campaign
Summary: As a first year manager while still balancing my creating output responsibilities, I helped lead the Warriors' playoffs graphic campaign. I spent time learning and experimenting with Real Flow in Cinema 4D and from there I produced numerous 3D assets that were in heavy use through many of our Studios' content from in-arena activations to Social Digital content pieces. I worked alongside rockstar graphic and motion designers to produce an award-winning visual playoffs campaign. I even ended up creating my first NFT by the end of the campaign!
Process: Getting the gold fluid right was the first challenge. After weeks of tweaking I got the fluid simulations in a good place but it still lacked the detail I wanted. So I busted out my Wacom Cintiq and with Z Brush I was able to manually add indentations and shape modifications with the flick of my Wacom pen. It was a pretty magical process with the early creation being heavy physics-based while ending on a tactile art-directed technique. Working alongside my talented coworker Will Rushton we were able to output dozens of gold fluid renders. The logical next step was animating the primary Gold Blooded logo. After a few days of feeling like I was getting nowhere, I landed on a word mark animation that I was happy with. The gold filling of the Gold Blooded logo felt right. From there the Creative/Motion and Studio team at the Warriors were busy producing thousands of assets in order to launch the playoffs campaign. I project managed every motion project that came our way while helping lead the motion team.
Design Language: We wanted Gold Blooded to have a liquid component but not appear gory. So I knew fluid simulations would be a critical process to make that happen instead of relying on stock liquid footage. Having never done fluid sims before I was in for many long nights, but looking back it was so worth it. The Gold Blooded look & feel was the visual undercurrent of the Warriors social media campaign which as a whole campaign won the Webby for best in Sport Social Media (driven by one of the best social media teams in the business). And the Warriors winning the NBA Championship that year only helped drive home the Gold Blooded language. :)
Role: Motion Graphics Designer & Manager