Hulu has broken a lot of ground with culturally relevant stories. The upfront event aimed to market Hulu to advertisers as the “original trailblazer”, helping brands break through with “viewer-obsessed innovation”, quotes from Hulu’s brand book.

This concept informed the stage design (outsourced) and overall language in the design styleframes and motion.

As the only designer on the project beginning to end, my goal was to figure out how to make the event informative, expressive, and cinematic, with the guidance and direction of Jeni, the ACD, and Sean, the CD. For each phase of the experience, I created multiple sets of styleframes that gave a clear idea of how it would move and transition. We worked with Buck’s motion designers to make this come to life. The final deliverable was a motion and design brand book.