Grey Goose
Grey Goose
Overview
- Collaboration & Curation
- Visual Creative
What We Did
The Outcome
Bring three distinct brand identities into one cohesive visual frame, on screen, in motion, at a cultural moment that demanded precision
Grey Goose, Essence Magazine, and Citi Unlimited came together to produce “Toast to Black Fashion”, a video series celebrating summer style with ESSENCE Beauty & Style editor Blake Newby, style influencer Kelà Walker, and spirits influencer Michelle Sprott at the ESSENCE Festival of Culture. The motion graphics had to work across three brand identities without flattening any of them. That’s the problem we were brought in to solve.
Motion design and graphic development for the full video series
Working with Citi Unlimited, we were responsible for the complete motion asset package: title cards, lower thirds, and overlay graphics. Everything on screen that wasn’t the talent or the footage, that was us.
Start with the bottle, build to the moment
We drew inspiration from the sleek, modern design of Grey Goose bottles, combining soft gradients and pastel tones to evoke a fresh, summery energy. The goal was to balance elegance with cultural vibrancy, crafting visuals that elevated the collaboration’s celebratory tone.
The challenge with lower thirds and title cards in a multi-brand collaboration is that every element has to serve the video first. Graphics that announce the talent too aggressively, or that feel more brand campaign than editorial, break the tone of what’s on screen. Research and a curated moodboard shaped the lower-thirds styling to harmonize with the video’s overall aesthetic. Every motion decision, from timing to typography to transition, was evaluated against whether it served the moment or interrupted it.
A complete motion graphics package for "Toast to Black Fashion"
Title cards, lower thirds for each featured talent, and overlay graphics, designed to move cohesively across the full video series. The package unified the three collaborating brands on screen while keeping the focus where it belonged: on Blake Newby, Kelà Walker, Michelle Sprott, and the celebration they were there to document.
Graphics that served the story without stepping on it
The final video captured the energy of the event while maintaining a refined, premium aesthetic. The graphics added rhythm and cohesion, enhancing the storytelling for Essence’s digital audience.
Brand precision, cultural storytelling and visual restraint
This project reflected Therum’s ability to blend brand precision with cultural storytelling. Through motion and tone, we created an experience that honored craft, collaboration, and celebration without losing visual restraint.