During my tenure as ACD of Video for RingCentral, I was tasked with creating a series of high-fidelity animated overview videos that illustrated our product suite.

I wanted to pivot away from what other tech companies were doing at that time, which was minimal, hyperrealistic recreations of their UI interfaces.

To disrupt the aesthetic trend, I decided on a visual style that was vibrant and colorful in a PIXAR-like style with abstract representations of our user interface.

I commissioned one of my favorite agencies out of Buenos Aires, NotReal.TV.

Throughout the video, we worked on the coexistence of three worlds: Real, Digital, and Abstract. For the first one, we developed hyper-realistic workspaces: corporative, co-work, coffee shop, and home office, all in different light settings representing the variable of time during a working day.

Secondly, we introduced the UIs with a dynamic approach, where the app could be displayed realistically but also with more graphic input, breaking it down into layers to keep the information focused and attractive.

 Lastly, we played with abstract scenarios to highlight additional concepts.