American Social
Title sequence & visual identity for a short film exploring social media's impact on relationships
American Social is a 13-minute drama directed by Keeley Gould that delves into the complexities of digital identity and its effects on personal relationships. The film follows Skylar and Jake, a young New York couple whose upstate hiking trip becomes a lens through which the influence of social media on their connection is examined.
As the lead for motion design, typography, and digital promotion, I collaborated closely with Keeley Gould and the Thackway McCord team to craft a visual identity that encapsulates the film's themes of digital connection and disconnection.
Concept development
We established a visual language rooted in digital identity and social validation, reflecting the tension between authentic and curated lives. This approach informed the design of the title sequence and end credits, ensuring they complemented the narrative without overshadowing it.
Title sequence design
Employing a minimalist aesthetic inspired by social media interfaces, I designed a title sequence that evokes notification screens and feed layouts. The timing and pacing were meticulously crafted to draw viewers into the film's digital milieu.
End credits animation
The end credits were animated to mimic the infinite scroll of social feeds, incorporating subtle transitions that reference likes, comments, and shares. This design choice reinforced the film's commentary on the pervasive nature of social media.
Digital promotion
I led the creation of promotional assets optimized for various social platforms, ensuring each piece captured the film's essence while standing out in crowded feeds. The materials were designed to build intrigue without revealing key plot elements.
Website development
I developed a responsive landing page featuring key art, synopsis, trailer, cast and crew information, and festival dates. The design preserved the film's visual language and prioritized accessibility for mobile users.
Impact & recognition
American Social received a 5/5 review from Short Films Matter, highlighting its compelling narrative and technical excellence. The film's exploration of social media's impact on relationships resonated with audiences and critics alike.