A retro-futuristic, psychedelic journey through the history of ice cream.
Working with The Urgent Company on their new ice cream brand Brave Robot was one of those rare projects that was equal parts creative challenge and pure fun — not to mention a delicious one. Beyond taste-testing my fair share of flavors, I was brought in to Creative Direct and animate the brand’s launch video, helping to define the visual tone of their debut campaign.
The in-house team had already assembled a few collage-style moodboards that hinted at a bold, unconventional aesthetic. I saw an opportunity to take that foundation and build something that felt both nostalgic and futuristic — a visual mash-up that embodied Brave Robot’s innovative spirit and irreverent personality. The result was a lively, layered spot that blended texture, humor, and optimism in a way that felt unmistakably fresh.
The brand announcement video became the cornerstone of their initial launch, setting the tone for how Brave Robot communicated across digital and social channels. The look resonated immediately — the design and leadership teams loved it so much they extended the visual direction across multiple campaigns.
Brave Robot was never meant to look or feel like traditional ice cream — and the visual system followed that same philosophy. The goal was to celebrate contradiction: science and nostalgia, technology and joy, all living in the same frame.
The collage-based visual language reflected the brand’s experimental DNA — pairing vintage textures and hand-cut shapes with crisp, modern typography and bright, optimistic color. Motion was treated like a personality trait: bouncy, slightly mischievous, but always purposeful. The result was a campaign that didn’t just announce a product — it announced a new kind of ice cream experience.
Role:
Creative Direction, Co-Design, Co-Writing, Motion Design, Editing
Music by Helio Sound.
Sound design and final mix by Th3rd Sound.
