The Brief
in 2018 Google commissioned a single film to introduce their School for Leaders.
The creative challenge was to distill Google’s entire leadership philosophy into a visual language that could communicate abstract concepts across cultures, contexts, and languages without relying on text.
First Desing Proposal
Chris Lenox Smith, Executive Creative Director and Co-founder of Mixtape Club, brought me in as Creative Director and Design Lead.
The two of us worked closely together from concept through delivery, iterating directly with the client until the solution found its irreducible form.
The Process
The solution was radical reduction. Every element eliminated until only two remained: dots and lines.
Dots represented individual leaders, people, and potential. Lines represented connections, relationships, and growth. Two elements. Infinite arrangements.
The system was grounded in two principles: Geometry, where every arrangement holds distinct purpose and intention, and Organic Modernism, the architectural practice of melding natural forms into structured systems. The result was a visual language both universal and conceptually rigorous.
The Execution
Once the system was established, I led a team of animators to bring it to life through motion design. The visual framework gave the team clear parameters while leaving room for individual artistry within the system.
Credits
Client: Google
Production Company: Mixtape Club
Executive Creative Director: Chris Lenox Smith
Creative Director & Design Lead: Felipe Posada
Animation: Felipe Posada, Deekay Kwon, Mary Varn, Sean McBride, Casey Drogin
Technical Direction: Casey Drogin