ATLANTA HAWKS HYPE VIDEO

For the Atlanta Hawks’ Peach 2022-23 Nike NBA City Edition Uniform launch, I developed two animated promos that celebrated both the new jersey and the city of Atlanta. The challenge was to create visuals that felt authentic—avoiding anything overly polished or touristy—while still maintaining the high-energy spirit of Hawks basketball.

Concept & Art Direction

The first animation served as a conceptual tribute to Atlanta, blending gritty textures, bold typography, and glitchy motion design to reflect the city’s raw energy. The second focused on the details of the jersey itself, highlighting its design elements while maintaining a dynamic, street-level feel.

Animation Process

To match Atlanta’s urban aesthetic, I incorporated grainy textures, kinetic type, and rhythmic editing, ensuring the motion felt as handcrafted as the culture it represents. Glitch effects, layered footage, and bold color grading helped reinforce the contrast between past and present, tradition and innovation.

By weaving in key players, fan reactions, and in-game moments, the promos became more than just jersey reveals—they were high-energy love letters to the Hawks and their community. The result was a motion graphics campaign that felt uniquely Atlanta: raw, electric, and deeply connected to the culture of the city and its team.

Role: Lead Animator