Created at Buck during quarantine

In February of 2020, we all got together and started brainstorming on how to best create this film to launch the new Citrix rebrand. Then Covid hit. Work from home became the new reality for everyone. Over the next few months, we established a new way of working with remote talent around the world, even conducting a live action shoot over FaceTime from across the country, to create a brand film that I'm very proud of - all in stunning 4k.

From the initial stages, we wanted to find ways to juxtapose elements of humanity with the digital space that would speak the same visual language as the awesome new branding  system created by the team at Athletics. So I came up with a way to use picture-in-picture as a living design tool where both worlds could interact with one another to tell this powerful new brand story.

Design Process
We started out working with basic shapes, light and texture.

Then after concept and story development, moved into more shot-specific tests.

Big thanks to the team at Buck NY for bringing me in to lead this, and all the fantastic artists I got to work with around the world. 

Prod Co: Buck
Agency: Athletics

Director/CD: Anthony Furlong
CD: Daniel Oeffinger

Executive Producer: Joe Nash
Producer: Edward Tull

Artists:
Chris Phillips
Jesper Lindborg
Nejc Polovsak

Vinicius Naldi

Tucker Klein

Sofia Pashaei

Yeojin Shin
Jeff Dragon

Music and Audio: AntFood