What started as an Instagram DM from Google Seed Studio Design Director, Philip Battin, turned into a two-year plus process of creative development, production & post.

Seed Studio's Material You design infrastructure informs a lot of the UI and the software behind their devices, and because the concept of design thinking is so abstract, the Google team wanted to make a film that told the story in a visually dynamic and intelligible way that would communicate the roots and intention of this software. We came up with an interesting visual language to explain what they were doing in a way that was conceptual, that gave a nod to the history of design, and where this project stood in the history of design while also feeling fresh, original and beautiful.

The direction for Making Material You required unique thinking and an approach similar to that of a designer. The film embraces the design philosophy of problem solving while taking the audience on an emotional journey. Through meticulous shot composition and abstract visuals, the film becomes a model of an idea in a format that a viewer could easily understand. The work is informed through various disciplines including art, design, architecture and culture itself.