Los 50
CONCEPT DEVELOPMENT / ART DIRECTION / MOTION DESIGN
The Creative Challenge
For a new season of Los 50, our creative team was challenged to rethink the show's visual identity and bring something fresh to an established entertainment property.
During the initial creative exploration, I developed a gold geometric kaleidoscope concept that became part of the season's approved visual direction. The idea was refined through presentations, feedback, and collaboration with our Creative Director, evolving into a visual language designed to carry across broadcast, promotional, and digital applications.
The work also extended beyond the screen. For a leadership presentation, I was tasked with creating a physical version of El León's mask, which I researched, built, painted, and finished by hand.
DATE —
May - Dec 2024
ROLE —
Art Direction, Motion Graphics, Toolkits, Templates
DELIVERABLES —
Design Decks, Art Direction, Logo Design, Motion Graphics, Social Toolkit, Sustaining Elements, OOH, Experiential, Digital.
CHANNELS —
Broadcast, Streaming, Social, Apps, Web, Events
CONSTRAINTS —
Tight Timeline, Brand rules + Network Guidelines, Cross-Team Approvals
OUTCOME —
Delivered on deadline for launch / premiere
Used across multiple platforms [broadcast + Hulu + OneApp]
Expanded into a reusable toolkit / templates
Used for executive / leadership-facing materials
Approved by network leadership
Scaled across multiple deliverables and formats
International / Spanish-first broadcast reach
— TEASER KEYART —
— MAIN KEYART —
[ MOODBOARD ]
Concept & Exploration
The visual direction began with El León's mask, one of the show's most recognizable elements.
I explored its underlying geometry, reducing the mask to a flattened wireframe of vertices and connecting edges. Using kaleidoscopic repetition, I transformed those shapes into a geometric treatment that could extend beyond the mask itself.
The original concept featured gold, but during creative reviews, the Creative Director and I agreed that it was competing with the rest of the composition. We removed the color while preserving the geometric language that made the concept distinctive.
That refinement allowed the design to work more cohesively with the show's other visual elements without losing the idea that inspired it.
— VISUAL DESIGN SOLUTION —
With the geometric direction established, I developed the visual treatments and motion graphics that carried the identity across the campaign.
The challenge was keeping the work recognizable while adapting it to different formats. Broadcast graphics needed to communicate quickly, promotional pieces needed room for talent and messaging, and digital assets had to remain effective at smaller sizes.
Rather than treating each deliverable as a separate design, I used the geometric language, typography, and motion treatments to create consistency across the work without making every composition look identical.
Initially a 3D logo, transitioned into a flat sleek modern design, shedding its bulky and busy visual. This improved comprehension while maintaining the iconic presence.
―
A cohesive design package that plays off familiarity, iconography, and visual comprehension. Elevating this new seasons challenge and bringing a modern design to returning and new viewers alike.
The visual direction needed to match the shows elegance and uniqueness. Using cards that were a symbol of the show to also drive social assets.
— ALL IN THE DETAILS —
Combining design elements, motifs, and colors + Satisfying motion graphics
A visual feast for the eyes and senses that kept viewers coming back
[ SOCIAL ]
Social media phenomenon
—
Platform-specific toolkits for X, YouTube, and campaign-driven social posts.
Twitter / X - Headers
YouTube - Headers
Platform-specific executions
[ OOH’s ]
OOH YEA
Celebrating a new project, talent, and a bold creative look
[ EXPERIENTIALS ]
SUIT UP FOR LIGHTS, CAMERA, ACTION!
Designing the wearable details.
[ THE MASK ]
Bringing El León Into the Room
For the season's leadership presentation, my Creative Director tasked me with creating a physical version of El León's mask.
I researched its construction, built and painted the mask by hand, concealed the eye openings, and lined the interior so it could be worn during the presentation.
The finished piece brought one of the show's defining visual elements into the room, extending the creative pitch beyond the artwork on screen.
“
“The talent on this project is amazing. The mask isn’t just on the screen, it’s in front of me. This is so cool.”
[ CHRIS MOORE • CREATIVE DIRECTOR ]
Internal recognition from creative leadership
