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Rob Cornfoot
Loewe 10th Anniversary Puzzle Bag
Role: Lead Motion Designer
Defined the motion language for the campaign, led a team of motion designers, and oversaw the delivery of 20 films from concept to final execution, ensuring consistency, craft and quality across every output.
Challenge
How do you create desire for 20 unique re-editions while maintaining a cohesive campaign experience?
Each Puzzle bag had its own story, materials and collaborators. The motion needed to celebrate those individual details while creating a unified experience across the entire anniversary collection.
Response
Using a graphic element from the Loewe identity as a unifying device, I developed a motion system that connected each film while allowing every bag and companion Puzz charm to retain its own character.
Working closely with the wider creative team, I led the rollout across 20 unique animations, helping users transition from exploration to deeper editorial storytelling.
Outcome
A scalable motion system delivered consistently across all campaign assets, reinforcing the premium nature of the collection while supporting the wider brand narrative.
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