design + execution
In collaboration with Rocket Mortgage
Motion Design
Working with Rocket Mortgage and the Dan Gilbert Family Foundation we created visuals for the the annual beNeFit to raise awareness and money toward Neurofibromatosis research. Hosted each year at the Huntington Place in Detroit, MI it's an event like none other.
https://nfforwarddetroit.org/annual-benefit/benefit-xii/
The visuals were inspired by baroque still life paintings. They are highly detailed, realistic depictions of flowers, often arranged in dynamic, asymmetric compositions with dramatic lighting and rich contrasts. It called for a mix of realistic and abstract, organic but stylized, studio lighting setup featuring materials like gold, ruby, tiger pattern, speckled plum and more. Featured inspiration by painters Rachel Ruysch and Jan Davidszoon de Heem.
It's one thing to master design and craftsmanship, but it's another to fully grasp how your design evolves through development and into delivery. We place great value on understanding how things are built because it allows us to design more effectively and collaborate seamlessly with software teams to ensure the "design intent" is preserved throughout the process. This not only results in a better final product, but it also enables teams to tackle issues more efficiently and even anticipate potential challenges before they surface.
Live working sessions were incredibly valuable for shaping the visuals. The team really enjoyed designing in 3D, and with everyone bringing a strong design sensibility, the process felt seamless and energizing. We quickly comped together a rough concept and jumped into a lighting session, which allowed us to easily tweak camera angles, adjust lighting, and experiment with materials on the fly.
Having that level of real-time creative control was empowering—it felt like we could shape the world instantly. What began as a rough idea evolved into the final visual style, thanks to the openness to explore, adapt, and push through creative roadblocks together.
There was a lot of laughter and a strong sense of pride in what we built as a team. We all recognized that these sessions laid the visual foundation for the project—and that spirit of collaboration made all the difference.
We began the design process with the final animation and deliverables in mind, thinking strategically about how each asset would be used and iterated on during production. From the start, I focused on building or sourcing assets that were easy to animate, flexible to adjust, and optimized for fast rendering. Along the way, I refined topology and UVs, and separated objects to allow for full creative control. Once everything was set up, the workflow was incredibly smooth and efficient.
There’s no shame in balancing quality with return on investment—it’s a practical reality in motion design. We also had the opportunity to consult on the 3D design process, and the team was receptive and collaborative throughout. Being involved across the full pipeline added tremendous value. It allowed me to make informed decisions quickly, drawing on past experience and an intuitive sense for how things would play out in production.
Successful motion design projects require thoughtful planning and the flexibility to adapt as the work evolves. Building in room for iteration from the beginning made all the difference.
Once we had visual inspiration through references, the next key step was developing style frames to establish a clear creative foundation. Style frames are essential for aligning the team, guiding iteration, and streamlining collaboration as the project progresses. When references aren’t provided upfront, we’ve found it’s always worth investing time early in the process to build a mood board.
Depending on the project’s style, we’ve sourced visual cues from stock photography, Dribbble, Behance, Pinterest, and even used AI tools for ideation—all in service of crafting unique and intentional style frames. The early exploration phase is one of the most exciting parts of the process. It’s a space where anything is possible, and it’s rewarding to see creativity take shape through bold ideas and team input.
While it’s important to keep time, budget, and logistics in mind, those constraints shouldn’t limit creative exploration in the early stages—they should help shape it with purpose.
With a tried and true workflow, including checkpoints and milestones for alignment we really just enjoy the collaborative creative process.
The Script was being developed as visuals were coming together. It was a beautiful play on community, horticulture, and growth.
Script
Twelve years ago, a seed was planted. [plant sprouts]
Rooted in a family's love. [plant grows]
Nourished by community care.
With each year, we reach further. [vine/branches growing]
With each gift, new opportunities emerge. [budding branches]
Leaving a legacy of life. [rich, full blooms]
Welcome to the BeNeFit XII.
For the storyboarding phase, we combined stock imagery with emerging AI tools to help communicate concepts more clearly. As we began exploring AI, we quickly recognized its potential and value—especially when rough sketches weren’t sufficient for approvals. Higher-quality visuals were essential for conveying the mood, direction, and intent of the project, particularly when pitching ideas that hadn’t yet been executed.
We also researched tools, 3D assets, and tutorials to support the creative vision. For plant growth animations, we utilized Insydium Taiao and built a few custom flower bloom simulations. The final deliverables were a mix of stills, video loops, lower thirds, open videos, countdowns, etc.
The event delivered an inspiring experience, marked by powerful visuals and a deep sense of purpose. Over $9 million was raised in support of a vital cause, leaving attendees moved and the organization deeply grateful. Discover how NF Forward is making a powerful impact in the fight to end neurofibromatosis (NF) at https://nfforwarddetroit.org/.
Creative Director - Joy Crocker | Rocket Mortgage
Art Director - Alexx Kolenda-Mason | Rocket Mortgage
Producer - Gillian Ennis | Rocket Mortgage
Graphic Designer - Colin Mealey | Rocket Mortgage
Music - Spenser Hall | Hudson Edit
3D Motion Graphics - Cart And Horse
