Lunar Gala is one of the largest fashion events in Pittsburgh, having sold out over 1200 seats each year of its existence. I was part of the creative team (Print, Web, Brand, and Experience) that was tasked with developing the theme of the show.
For 10 months, I led a team of designers (Anna Gusman, Hee Seo Chun, Youjin Nam, Lukas Hermann, and Marisa Lu) to translate the theme into promotional and in-show videos. You can see the full show here.
Photos: Wilson Chan & Brian Tao
In addition to the runway graphics, the team and I crafted 6 short videos that established the Ferox theme as well as a narrative arc. They enhanced the brand and helped draw the audience further into the world we had created. I directed Marisa and Anna to develop visuals in Processing and Unity and Hee Seo and Juliana to make assets in Cinema4D.
Other Promotional Content
Next up was establishing the brand in the public eye. CMU student Alexander Panos composed the music, which we translated into abstract visuals. These visuals follow the Ferox story arc - introduction to the Federation-controlled galaxy, the submission of the humans, hints of rebellion, a wistful look into what it means to be human, a rebellion, and then a final showdown.
My team's first deliverable was the Lunar Gala promo, which I took the reigns of during the summer while my team was spread out around the world. Next up was the timeline video. The purpose of this video was to create an overview on the Lunar Gala website. Here's what it looks like on the website.
Instagram promotional videos
Scalable Brand Language
Ferox means wild or savage in Latin. In order to create a brand experience, we created a story to guide us. In a nutshell, an intergalactic entity called "The Federation" has taken control of Earth and humanity. They're a metaphor for government surveillance. The oppressed humans fight back. The Federation and the humans clash at the end, and but The Federation wins. This story helped us create a visual language that evolves over time.
Prototyping for motion design is a challenge. Storyboarding is crucial so that you don’t waste time making assets that you don’t need.
It’s especially important to have a strong narrative arc when working with such abstract imagery.
What I Learned
How to lead a team of 5 people
How to develop and adhere to brand guidelines in a large system
Telling an abstract story that is still accessible to a large audience