TD
SYNNEX
EVENTS
MOTION DIRECTION _ MOTION DESIGN
Large to medium size event motion design work for a variety of screen and digital signage setups.
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01
Motion as part of event storytelling
Event motion assets are part of a highly branded immersive real world experience. Printed and digital signage, lighting, stage design, swag, lanyards, even clothing choices are closely aligned with the underlying event brand. In this unique environment, motion assets need to be integrated seamlessly and thoughtfully as an extension of this physical environment.
While event brand concepts are created months before the event by art directors and graphic designers, as a motion designer I believe it is critical to be involved in the branding calls as early as possible. Seeing how designers and stakeholders iterate and refine designs, helps me understand the story of the event and allows me to design motion that fully embodies the event brand.
02
The theme loop as a brand guide
Every event at minimum requires a walk in loop, a title animation as well as a kickoff video. The theme loop is always the first asset I create because it serves as a motion branding foundation for the event. It helps stakeholders understand the texture, rhythm and pacing of motion and provides a first tangible ‘vibe check’ where course corrections or inconsistencies can be flagged early.
Once a theme loop is approved, other assets can be based on the loop like titles, the kickoff video, signage and social assets making it crucial to have a solid theme loop as the foundation.
03
Thoughtfully designed for screens
Video specifications for events vary significantly from event to event and often use non-standard formats at high resolutions.
Multi-screen setups are also common, especially for larger events. This requires a design approach that holistically works across the screens. Additionally, if woking with LEDs use of true black, bright hues and alpha channels need to be carefully considered when designing assets. But alongside these limitations, multi-screen stage design also allows for creativity beyond a single rectangle on a phone or TV.
Working with a mockup of the stage design is critical for both exploration of ideas and giving stakeholders a clear expectation of how the event graphics will ultimately appear to the audience.
04
Event motion design reel
One of the downsides of event work is that much like live performances, you have to be there to fully experience its impact. Additionally, while elements of event motion packages may be reused and repurposed, most of the time the designs are archived and never used again.
To give a brief glimpse into some of my work, I have put together an event-specific motion reel that consists of recordings from events, rendered stage mockups and full-screen final files. As the motion designer, I only play a small role in making these events happen. A big shoutout to all the TD SYNNEX Creative Group colleagues, event staff and external event production crews who help put it all together.
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