Warrior | Alchemy

Process Breakdown

Project Role: Art Direction & Senior Motion Designer

Formats: Designed as a scalable motion system with outputs including a 16×9 hero cut, 9×16 vertical adaptation, and 1×1 square variant for social and digital platforms, with an additional cutdown created for marketing presentation use.

I led this project as the senior motion designer responsible for art direction, concept development, and execution, shaping the visual system and motion language from early exploration through final delivery. The goal was to create a cinematic yet technically clear way to showcase the construction and performance attributes of the Alchemy lacrosse shaft, balancing product storytelling with visual sophistication.

I designed the periodic table as a visual system inside a workshop environment, using it to frame the product’s materials as engineered components rather than marketing claims. This approach allowed the piece to communicate both craftsmanship and science, resulting in a product driven narrative that balances technical clarity with premium motion design.

Challenges & Solutions

Translating engineering into story

A key challenge was balancing creative exploration with strict technical accuracy. The piece needed to feel dynamic and visually compelling while remaining grounded in real world performance and material behavior.

To solve this, I treated each material as a hero moment. Individual elements were introduced through macro lighting, labeled callouts, and sequential assembly, allowing complex engineering details to be communicated clearly without overwhelming the viewer.

Iridescent material realism

The shaft’s iridescent finish was critical to the product’s identity but difficult to reproduce convincingly in 3D. The surface needed to shift naturally under light rather than feel like a stylized shader.

I built a custom look development workflow focused on layered reflections, subtle color shift, and physically accurate response to changing light angles. This ensured the material behaved like the real product and maintained credibility in close ups.

Environment serving both function and story

The workshop environment had to ground the product in a believable build process while also acting as a stage for cinematic reveals.

By designing the space as both a practical fabrication setting and a graphic system for material callouts, the environment became part of the storytelling. Tools, lighting, and layout guided the viewer’s attention and reinforced the idea that every performance benefit was intentionally engineered.

Result

The final film transforms a technical product into a clear and engaging narrative, presenting the Alchemy shaft as a precision built piece of equipment while elevating the brand with a cinematic and premium visual style.