Project
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In 2022 I had the amazing opportunity to pitch for MLS Season pass Apple TV+. My motion direction, animation, and motion behaviors were an integral part of the winning direction chosen by the sports team at Apple. Below are the original concept animation and examples included in the pitch that would become the foundation of MLS Season Pass broadcast package on Apple TV+.
My Roles
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Motion Direction
Motion Design
2D Animation
Motion Behaviors
Pitch & Presentation
Our Direction: Forward Together
Our direction was 1 of 5 internal pitches to Apple. I brought to life the fresh, clean concept designs by design director Eduardo Palma with fluid, connected motion balanced by cutty, kinetic motion. The name of the new Apple TV+ streaming service was in development at the beginning of the pitch. It would eventually become MLS Season Pass.
Original Designs by Eduardo Palma
Visual Storytelling For The Win
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With the exceptional creative direction of Maggie Tsao, I crafted this concept motion example to tell the story of an opening game matchup, aka Rejoin, keeping on brand and showing the new partnership between Apple and MLS. The Apple team gravitated to this Rejoin during the pitch and our direction of Forward Together was chosen as the winner.
Motion Direction, Behaviors & Development
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Below are some of my original motion behaviors that would lay the motion foundation for the package: Slide, Expand, Forward, Cut and more. Because of my previous experience working with the Apple team for Apple TV+ Friday Night Baseball I had a pulse on the look and feel of the Apple Sports package for MLS and how it should move.
Slide - Motion Behavior
Collapse - Motion Behavior
Expand - Motion Behavior
Original Logo Motion - Forward Together
Motion Hero
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Below is my original motion behavior for the Flag/MLS Logo animation. To the right of that is the final Logo animation of MLS Season pass done one year later. Winning this pitch and being part of another Apple Sports project was another highlight of career.
My original motion behavior for the Flag and MLS logo
MLS Season Pass Open - Apple TV+
Credits - Forward Together Direction
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Sibling Rivalry Team
Creative Direction: Maggie Tsao
Design Direction, Designer: Eduard Palma
Motion Direction, Animator: Lucas Bell
Apple Sports Team
Aaron Pollick
Michelle Dougherty
Adam Wentworth
Neng Tea
Mike Arcangeli
Amy Wolpa
Aaron Pollick
Michelle Dougherty
Adam Wentworth
Neng Tea
Mike Arcangeli
Amy Wolpa