Asana came to BUCK with a familiar brief: make the case for their project management software in a crowded, competitive category where most animated commercials look the same. The challenge wasn't just selling Asana, it was distinguishing Asana.

To sidestep the visual conventions of the category, we developed a collage approach inspired by midcentury graphic design. We chose textures that evoked analog printing techniques to lend tactility to UI elements that might otherwise feel sterile. The animation was paced to feel fluid and responsive, embodying the ease and clarity Asana promises its users.

As art director, I led the visual development of the spot and designed key style frames. In a category where most animated commercials look the same, the goal was simply to make something that didn't.