Motion Design | Art Direction
about the project
For this project, AKA NYC requested an OOH motion billboard for the Broadway staging of Waiting for Godot, starring Keanu Reeves and Alex Winter. Since the play is already deeply familiar to audiences, the focus was on evolving the identity without losing its essence.
the concept
Creating a new version of Waiting for Godot demands balance: honoring tradition while presenting a meaningful update. That was the premise guiding this project, preserving the visual identity and structuring the reading flow to highlight the cast and the play’s symbols.
Watching the play, it’s clear how much of its identity lives in symbolic objects and recurring imagery. I pulled from that established iconography to strengthen recognition, while shaping the composition for quick readability at billboard scale.
scene 1
In the opening, the composition guides the eye from bottom to top toward the actors’ names. Inside the characters’ “heads”, I pull from the play’s established iconography - carrot, boot, rope, tree, clock, briefcase - using the hat as the transition element.
scene 2
I represent “nothing” with a continuous dark field and, in contrast, “everything” with a sphere suggesting a spotlight, setting up the passage to the next visual idea.
scene 3
If Scene 1 recovers traits of tradition, here I present the new. Inspired by Vertigo (Hitchcock), I developed the cornucopia silhouette as a vortex/spiral, a looping tunnel that evokes waiting. The rings begin darker and brighten toward the back, reinforcing depth. I kept the characters in secondary motion to preserve the legibility of the line.
scene 4
A final transition inspired by classic title cards (“That’s all folks”) brings the cast back and closes with the play’s title in focus.
conclusion
For this project, I worked with a restrained three-color palette - blue, black, and white - using subtle blue nuances to support composition, contrast, and reading hierarchy across every scene.
Bringing the weight of a theatre masterpiece into a 15-second motion billboard was a rewarding challenge-capturing its essence while keeping every frame readable and purposeful.
ver também
Youtube Daniella Rolim
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