The Gamepad
Read time:
5 min
Client:
Virgin Media
Industry:
Gaming
Starting point
To establish a visual language that felt native to gaming culture, I developed a bespoke "Pixel Box" animation. This 8-frame sequence offers a raw look into the execution: a modular, grid-based system where shapes fractally expand and contract to form the Gamepad identity. By building the look and feel from these foundational "pixel" blocks, I ensured the motion felt tactile, digital, and high-energy right from the first frame.
Problem solving
The Challenge: The O2’s digital ecosystem is a jigsaw of non-standard resolutions. The content had to translate seamlessly from ultra-thin tickers (37:9) to extreme vertical displays (20:33) and traditional broadcast formats (16:9), all while maintaining the high-fidelity "pixel" aesthetic.
The Solution: I engineered a "Dynamic Composite" in After Effects. Instead of just cropping a master video, I treated the GFX as a responsive system. By using a grid-based layout, I could "re-stack" the pixel boxes and hero footage to fit any container. This meant whether a gamer was looking at a massive vertical pillar or a wrap-around ribbon, the composition felt intentional and custom-built for that specific screen.
Implimentation
I moved from field-producing the shoot—capturing the raw energy of the venue—to designing and animating the final GFX suite. This mock-up of The O2 showcases the project in situ: a synchronized takeover where every screen, regardless of its shape or size, worked in harmony. The result was a cohesive brand environment that turned a lobby queue into an immersive, pre-game experience, bridging the gap between the physical space and the digital world.
Results
100% Asset Adoption: Originally pitched as a lobby welcome video, the creative was so well-received that the client expanded the scope to a full-venue takeover across all O2 digital assets.
Format Mastery: Successfully delivered a suite of five bespoke aspect ratios (9:16, 15:8, 16:9, 20:33, 37:9), ensuring zero pixel distortion and perfect brand alignment on every piece of hardware.
End-to-End Execution: Managed the entire pipeline from field production and cinematography to GFX design and final technical delivery, ensuring the high-energy vision remained intact from lens to screen.
