This is a motion graphic video for NotCo’s new product, NotHangover, to promote its new launch. I began developing the story and concept for this project inspired by NotCo’s Why Not? ethos. Utilizing the repetition and overlapping of various X’s, my aim was to visually depict NotCo’s evolutionary journey to cultivate a new food culture prioritizing the well-being of the planet over time. Subsequently, by incorporating new patterns, textures, and vibrant colors derived from the repetition and overlap of X’s, I visually conveyed NotCo’s original ideas and personality. In particular, I transformed the colors of NotHangover’s three products into gradients to effectively highlight the efficacy and features of each product.

To showcase NotCo’s experimental marketing strategy that utilizes AI recipes and targets the Gen Z, I incorporated vibrant graphics and typography reminiscent of game and street fashion aesthetics, injecting the brand with a fresh, exciting energy. The video unfolds as a narrative focused on recovery and enjoyment, employing a symmetrical structure at the beginning and end to underscore the product’s robust system and efficacy.