It's Electric is a conceptual advertisement for the Los Angeles Chargers that combines live-action football footage with stylized 2D lightning effects.
The project explores how motion graphics can be integrated directly into live-action footage to amplify energy, momentum, and brand identity while maintaining a cohesive visual relationship between the effects and the original photography.
I developed the creative concept and visual direction for the piece and designed the lightning-based motion language around the Chargers' visual identity.
I used both pre-made and custom 2D effects in After Effects and composited them into the live-action footage. I handled the animation, timing, compositing, and integration of the effects with the footage, paying attention to movement, perspective, scale, and interaction with the athletes and environment.
I also handled the editing, color, and final finishing to create a cohesive commercial-style piece.
This project demonstrates my ability to combine motion design with live-action production and to use visual effects in service of a larger creative concept rather than as decoration.