This launch film introduced Citrix’s new identity with a focus on humanity and clarity. As director, creative director, editor, and designer, I led the project from concept through final delivery, working closely with Athletics and Buck.

Our goal was to highlight the impact of Citrix’s rebrand — steering clear of UI clichés and instead using live-action sequences as the emotional center, juxtaposed with clean, abstract 3D animation. When the pandemic disrupted plans, we adapted by innovating remotely, including shooting live-action via FaceTime to maintain authenticity under constraint.

The design language reflects the rebrand’s minimal and tonal aesthetic, balancing material textures, lighting, and composition. The result is a film that feels both grounded and elevated — a visual articulation of Citrix’s shift toward becoming a strategic partner in the future of work.