Pure Motion for a Pure Product

Building a Brand with Pure Motion
For the launch of natural skincare brand That Good Good Shea, I was tasked with creating a high-impact brand video while working at 3 Apples High. The primary challenge was to communicate the brand’s core philosophy, a commitment to purity, by highlighting what’s not in their products using a purely visual, non-narrated format. With creative freedom and only a script, product shots, and a music track as guides, the animation had to build brand trust and drive excitement for the launch.

A Rhythmic Manifesto of ‘No’
The solution was to build the entire video around the powerful, rhythmic repetition of the word “NO.” This approach leveraged kinetic typography and rhythmic editing to create a hypnotic, high-energy hook. The “wall of NOs” established a visual foundation for the brand’s claims, with specific “NOs” like No Phthalates and No Parabens highlighted alongside dynamic product shots. The relentless pace culminates in the brand’s ultimate promise: after rejecting all the negatives, the video resolves to the simple, powerful affirmative: “Just Shea.” This narrative structure turned a simple list of ingredients into a confident and compelling brand story.

Precision Motion: Typography, Rhythm, and Color
As the sole motion designer, I was responsible for the entire animation from concept to final delivery. My execution focused on:

• Kinetic Typography: Designing and animating the entire text-driven sequence with a focus on tight timing and impactful reveals.

• Rhythm and Pacing: Meticulously syncing every visual cut, colour change, and product movement to the audio track, making the motion and music feel inseparable.

• Product Animation: Animating static product photography with subtle motion, bouncing, rotating, and scaling to give the items a dynamic presence.

• Colour & Brand Identity: Utilizing a bold, vibrant colour palette that shifts to maintain visual interest and reinforce the energetic tone of the brand.