Identity Digital
Identity Digital is a platform that enables individuals and businesses to create more expressive, personalized web domains. By expanding what can exist on either side of the dot, it opens up a more flexible and imaginative way to think about online identity.
“DOT NEW DOMAIN”
At Buck, I co-led the development of a series of brand films that explore the dot not as a static punctuation mark, but as a narrative device. Across each piece, the dot becomes a connector, guiding transitions, linking ideas, and moving the viewer through shifting visual worlds.
When the client returned for a new campaign called “Dot New Domain,” the challenge became balancing consistency across the system while allowing each piece to feel distinct. Each film was designed to reflect a distinct personality tied to a unique domain, while still living within a shared motion system. This underlying language allowed the system to scale across different stories while maintaining a unified feel.
CREDITS
IDENTITY DIGITAL 2022
BUCK Executive Producer Kitty Dillard Creative Director Yker Moreno Associate Creative Director Hiroshi Endo Producer Andre Araujo Art Director Carmel Gatchalian, Yeojin Shin 2D Animation Lead Mercy Lomelin, Vero Gomez Storyboard Carmel Gatchalian Design Carmel Gatchalian, Vero Gomez, Yeojin Shin 2D Animation Luke Barker, Mercy Lomelin, Paola Chen Li, Vero Gomez, Yinan Liang
Agency Cylndr Creative Director Jennifer McFarlane, Will Engebretson Producer Julia Wolf, Maggie Baker
Sound Antfood
Identity Digital "Dot New Domain" 2023
BUCK Executive Producer Kitty Dillard Creative Director Yker Moreno Producer Andre Araujo, Jess Pierik Production Coordinator Olivia Grady Art Director Carmel Gatchalian 2D Animation Lead Paola Chen Li, Sean Merk Storyboard Carmel Gatchalian, João Lavieri, Sam Lee Design Carmel Gatchalian, João Lavieri, Michael Wilkinson, Sam Lee 2D Animation Hannah Sun, Nicole Pappas, Nilsson Cajamarca, Paola Chen Li, Sean Merk
Dept W Creative Director David Butler Account Supervisor Schaeffer Kuzman Art Director Hannah Murphy Copywriter Evan Glass Producer Ben Bouxsein
Sound Sarah Krohn