For Social Trends 2023, Ogilvy Social.Lab explored a fundamental shift in social culture: power moving from brands to consumers and creators. Emerging platforms and formats such as TikTok, generative AI, and decentralised ecosystems were reshaping content, influence, and social commerce, against a backdrop of economic pressure and a growing demand for authenticity and purpose. The project focused on three key pillars: Content & Channels (AI-driven creativity and short-form video), Connected Commerce (rethinking how people discover and buy on social platforms), and Influence (from singular stars to grassroots communities, with strong ties to health, wellness, and iCommerce). Graphic concepts were developed by combining elements from existing guidelines with original visual assets. These were animated by the motion designer and deployed across social platforms for the announcements. In parallel, a few experimental motion animations were explored independently on my own, purely for personal motion exploration.
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