Alexa+ Motion Brand System
I built the Alexa+ brand motion system for the introduction and roll-out of the new AI voice assistant, bringing key design assets to life, from the signature glow background and logo, to text treatments and conversation bubbles. Inspired by the brand's core philosophy of Alexa as a warm, ever-present helper, I translated its abstract glow, one that ebbs and flows to mirror the daily rhythms, attitudes, and unique differences of customers' lives, into a cohesive motion language that was fresh and scalable. This work has featured in marketing materials online, in out of home digital placements, and televised advertisements, including the 2026 Alexa+ Superbowl spot.Alexa+ Glow
I crafted the Alexa+ gradient glow; a soft, shapeless supporting element designed to direct focus toward headline messaging, logos, and CTAs. To achieve its multi-dimensional, ethereal quality, I built the glow using fog volumes in Cinema 4D, layering depth and dimension that comes through subconsciously even after heavy blur treatment. The result is a versatile, looping element with no fixed shape, allowing it to sit in any corner of a layout and adapt seamlessly across aspect ratios and placements.
Templates & Rigs
For the various motion assets that were created, I developed a suite of templates and rigs in After Effects to standardize the Alexa+ motion system and make it accessible at scale. Project files were built to be dynamic, intuitive, and flexible so that creatives of varying skill levels, whether in-house or at external agencies, could easily edit and customize animations without compromising quality or breaking brand standards. The result is a streamlined production workflow that maintains the integrity of the motion and design system while empowering anyone to create on-brand work efficiently.Logo and Endtag
I created the Alexa+ Logo and endtag animation with the goal of feeling simple yet fresh; something that carried excitement and energy without retreading the familiar territory of other "plus" branded logos. The signature glow is integrated into the animation, reinforcing the brand's visual identity. Alongside the primary version, I also developed a faster, simplified version, designed to pair cleanly with taglines or sit over live action without competing for attention.NYC Times Square
Television Ads