Perfume line branding animation and gif series for Arizona fragance from Proenza Shcouler.
he creatives from VS+Co reached out about motion branding for a series of animated posters for the Arizona perfume line from Proenza Schouler.
The campaign was based on a series of photographs the team had shot in the desert, which I used as a starting point for my own ideas. Their initial request was for a version with the word “Arizona” presented a creative flair. I experimented with a glowing, dreamy and dusty animation, billowing in the wind.

A sideways sky, with clouds moving vertically in the background was added to create a dreamlike atmosphere. The haze and light recall a memory of a magical sunset in the American South-west.
I also proposed another version of this logotype animation, in which the background clouds are masking the Arizona logo, with the words immersed in the sky - revealed and hidden all at once.

For the second part of the job, I was presented with the challenge of turning photographs into four animated gif sequences. Because the scenes were photographed and not filmed, I had to adjust, reframe and tweak each frame from the given assets so the gifs would feel like an actual filmed sequence.

These were adapted into many aspect ratios to be used across all their social media platforms.