We Crashed | Apple TV+
For this project, I was the lead designer for the graphics cards on the official trailer and teaser. (Logo design and opening show titles designed by Erin Sarofsky)
WeCrashed tells the story of the rise and fall of one of the world's most valuable startups. The look for this campaign began with ideas about chaos, money, and visualizing the people of WeWork. But really, this story is about tension and misconception, leading to the final design of an optical illusion of the buildings in New York City turning and squeezing as the credits push forward in the frame. For me, design is not only about what you see; it’s about what the image makes you feel. WeCrashed premiered on Apple TV+ in March 2022.
Concept Design
Then I went in the other direction and thought more abstractly about chaos and dramatically falling down in a city which is closer to what we ended up with.
One of my initial instincts was literal images of the surfaces of WeWork; wall textures, floors, windows, and materials. My passion for interior design made me gravitate towards this idea, but it didn’t really tell the story of the show.
Another concept that was suggested by the client is something that showed the blueprint designs of WeWork. I created a lot of options, but in the end it was still too literal. The visualization of the buildings in New York with the blue overlay color is what steadied the final concept, giving you a more metaphorical message that encompassed the story.
Client: Apple TV+
Logo Design and Show Opening Titles: Erin Sarofsky
Studio: Tiny Hero
Trailer/Teaser Graphics and Motion Design: Chelsea Parrish
Producing, Editing, & Post Production: Tiny Hero staff