Beloved Benefit

Ahead of the much-anticipated return of Atlanta’s Beloved Benefit fundraiser, Brand Apart came to Creative Mammals to design the event and stadium motion graphics package with a fresh, urban-inspired vibe. The fundraiser, which took place at the sprawling Mercedes-Benz Stadium, needed a cohesive look to span across a wide range of stadium screens for use throughout the pre and main-show events.

Our initial goal was to create a consistent art direction that would work across the event’s vastly diverse canvases; from the massive scale and odd proportions of the Mercedes-Benz Stadium screens to the smaller pre-show screens and ultra-wide stage screen. At the same time, we needed to prepare for the event’s long runtime, so the graphics needed to be loopable and modular to fit anywhere and be activated in real-time, according to the show's needs.

A large, moving brushstroke became a central design element that grounded the multiple deliverables under a unified look. We created this brush stroking animation to move across the frame in different formations, serving as a splash of color and a matte for other elements. We implemented a jittery, hold frame style to the animation to give the look some grit, and allow for more seamless transitions between modular segments. The resulting event’s motion graphics package included several Atlanta-based, street-style background elements with unique colorways and various logo frames that could be layered on top of live IMAG and video content.

The main purple colorway was used to convey important information and served as the event’s overall brand palette and style.

The vibrant red colorway was used to build excitement and energy leading up to performances.

The yellow colorway served as one of two Beneficiary Highlights. These moments shed light on the issues and inspired a brighter future.

The blue colorway served as one of two Beneficiary Highlights. These moments focused on the power of community and giving back.