The Gamepad
Conceived as a queue entertainer for The Gamepad lobby, it ended up on every screen in the venue. A high-energy welcome film covering five formats, 9:16, 15:8, 16:9, 20:33, and 37:9, field-produced and delivered from shoot to final asset.
To feel native to gaming culture, the motion had to be built like a game. The "Pixel Box" animation uses a modular grid system where shapes fractally expand and contract, constructing the Gamepad identity from the ground up, one pixel block at a time.
From field-producing the shoot to designing and animating the final GFX suite, this is the project in the wild. Every screen in the lobby, regardless of shape or size, working in sync. A queue turned into an immersive pre-game experience.
Five aspect ratios. Zero pixel distortion. A brief that started as a lobby welcome video and grew into a full-venue takeover across every digital asset in The O2, managed end-to-end from field production through to final delivery.
