Client
Role
#
Motion Graphics
#
VFX
#
Branding
#
Product Visualization
Max in a Min Campaign
MAX is The Weather Company's broadcast software platform — used by meteorologists and on-air talent across the country to deliver weather coverage. When the team launched a series of 60-second tutorial videos to help users get more out of the platform, they needed more than instructional content. They needed a visual identity that could hold an audience, establish the series as a brand, and sustain weekly production without losing consistency. I was brought in as Lead Designer and Animator to build that identity from the ground up — and keep it running.
The Challenge
How do you educate an audience in 60 seconds, build a recognizable brand around it, and produce enough content to sustain a weekly release schedule?
The campaign launched with an ambitious cadence — episodes releasing weekly, then bi-weekly — which created immediate pressure on both creative and production. Every episode needed to feel like part of the same series while staying visually engaging enough to hold viewers through short-form tutorial content. The challenge wasn't just designing the opener — it was building a visual system flexible enough to support dozens of episodes without becoming repetitive, and scalable enough to keep pace with the demand for new content.
The Approach
A motion graphics system built for consistency, speed, and longevity.
The campaign identity was developed across After Effects, Cinema 4D, Photoshop, and Illustrator — combining weather-themed elements, bold typography, and fluid transitions to establish a tone that felt data-driven, approachable, and energetic. Vector icons were recreated from MAX's existing interface elements to tie the motion graphics directly to the software's visual language, reinforcing brand recognition across every episode.
Art direction was developed collaboratively with Director Ron Harris, with animation handled entirely by me. The system was designed from the start to be modular and repeatable — allowing new episodes to be produced efficiently without rebuilding the visual foundation each time.
To support the volume of content the release schedule demanded, the campaign expanded beyond motion graphics into a broader brand toolkit — including merchandise mockups that went to print, with on-air talent wearing and using branded items on screen. Some content was also adapted for Max Reality, extending the campaign's reach into live AR broadcast segments.
The demand for content at this scale ultimately drove the development of Seasonal Stories — a separate modular asset library created specifically to support the ongoing production needs the Max-in-a-Min series had outgrown.
Max-in-a-Min 2D vs 3D Logos
Max-in-a-Min T-Shirt mock-ups
Max-in-a-Min Coffee Mug mock-ups
The Impact
A campaign that started as a series opener and grew into a full production ecosystem.
Over 45 episodes have been produced under the Max-in-a-Min brand — with content continuing to be released beyond my direct involvement. The visual identity established in the original opener held consistently across the full run, giving the series a recognizable and cohesive presence across broadcast, digital, and AR platforms. By building a scalable motion system rather than a one-off package, the campaign sustained a high-volume release schedule without sacrificing visual quality — and directly informed the development of Seasonal Stories as a natural extension of the same creative foundation.
DISCOVER MORE
