The summer season for most city businesses is slow. SoulPass was Soulcycle’s campaign and program to answer that and promote ridership during the slower summer season. It featured animated abbreviations of all the New York studios mimicing the motion of the subway.

In addition to art directing the motion graphics I worked with DP Lukas Chmiel to create a short sizzle of instructors and their favorite riders to promote the program.

Role: Art Director
Director: Lukas Chmiel
Motion design: Grace Sheu

❶ Art Direction ❷ Design ❸ Merch (soon)