GGP Commercial

Project Overview

Working on the GGP commercial required a strategic collaboration between design vision and technical execution. I led the design and art direction for this project while partnering with Jake Wilson from Sleightworks to handle the animation and editing aspects. This collaborative approach allowed us to leverage each other's strengths to create a polished commercial that effectively communicates GGP's value proposition.

My Role

• Design Director: Conceptualized and developed the overall visual design
• Art Director: Guided the creative vision and brand consistency
• Creative Lead: Established the visual narrative and storytelling approach
• Collaboration Partner: Worked closely with Jake Wilson on technical execution

Collaboration with Jake Wilson

This project featured a strategic partnership with Jake Wilson from Sleightworks:

• Animation Expertise: Jake handled the complex motion graphics and animations
• Technical Execution: Managed the editing and post-production workflow
• Creative Partnership: Collaborated on visual storytelling and pacing
• Professional Standards: Ensured broadcast-quality final deliverables

The Creative Challenge

Creating a commercial for GGP presented unique design challenges:

• Brand Identity: Establishing visual consistency with GGP's brand positioning
• Technical Communication: Making complex concepts accessible and engaging
• Visual Hierarchy: Creating clear information flow and emphasis
• Motion Integration: Designing elements that would work effectively in animation

Design Process

Visual Concept Development

The design process began with establishing the visual foundation:

• Brand Analysis: Understanding GGP's positioning and target audience
• Visual Strategy: Developing a design approach that would resonate
• Asset Creation: Designing key visual elements and compositions
• Style Guide: Establishing consistent visual language throughout

Art Direction

As art director, I focused on:

• Visual Consistency: Ensuring all elements aligned with brand standards
• Creative Vision: Guiding the overall aesthetic and mood
• Quality Control: Maintaining high standards throughout production
• Collaboration: Working effectively with Jake on technical implementation

Technical Collaboration

The partnership with Jake Wilson allowed for:

• Seamless Integration: Design elements that translated well to animation
• Professional Execution: High-quality motion graphics and editing
• Creative Synergy: Combining design vision with technical expertise
• Efficient Workflow: Streamlined production process

Key Design Elements

The commercial features several key design components:

• Dynamic Compositions: Engaging layouts that guide viewer attention
• Brand Integration: Consistent use of GGP's visual identity
• Information Hierarchy: Clear communication of key messages
• Motion-Ready Design: Elements designed specifically for animation

Production Highlights

This project demonstrated:

• Effective Collaboration: Successful partnership between design and animation
• Professional Quality: Broadcast-standard commercial production
• Brand Alignment: Design that effectively represents GGP's positioning
• Technical Excellence: Seamless integration of design and motion graphics

Final Deliverable

The GGP commercial successfully combines strong design direction with professional animation and editing. The collaborative approach with Jake Wilson from Sleightworks resulted in a polished commercial that effectively communicates GGP's value proposition while maintaining high production standards throughout.

Project Impact

This collaboration demonstrated:

• Design Leadership: Ability to guide creative vision while collaborating effectively
• Professional Partnership: Successful working relationship with external talent
• Brand Understanding: Deep knowledge of GGP's positioning and messaging
• Production Excellence: Commitment to high-quality commercial production standards