Commodity AI — Motion-Led Conceptual Storytelling
(McKinsey & Company)

This project explored how artificial intelligence is reshaping global commodity markets, using motion as a conceptual medium rather than a purely explanatory one. The work was intentionally abstract, designed to provoke understanding through pattern, movement, and visual relationships—allowing complex, evolving ideas to be communicated without relying on literal data or interface representation.

Role & Leadership
Creative Director guiding the conceptual direction and creative exploration of an emerging subject area. Shaped the core idea, defined the expressive boundaries of the motion language, and directed creative development in collaboration with designers and motion partners, balancing experimentation with clarity and intent.

Creative Direction & Leadership Approach

• Idea-First Direction: Framed motion as a way to express systems, scale, and intelligence rather than narrating a linear story, allowing the visuals to suggest meaning through movement and interaction.

• Abstract Motion Behavior: Developed a visual approach based on flow, accumulation, and transformation to depict the invisible processes behind AI change.

• Controlled Experimentation: Encouraged exploration within defined boundaries, ensuring the work remained coherent and purposeful rather than purely expressive.

• Visual Coherence: Continuously refined pacing and emphasis to maintain composure and readability, particularly important when communicating speculative or unfamiliar concepts.

• Concepto Ecosystem: This motion piece was developed as part of McKinsey's broader communication around AI and its impact on global markets. The visual language needed to work alongside written research, data visualizations, and presentation content; not as decoration, but as a conceptual thinking tool that made the abstract tangible.

This conceptual approach was developed to support McKinsey's broader AI thought leadership ecosystem, complementing written research, data visualizations, and event presentations.