UI Production Director
Surface Pro 9 was one of those projects where the UI had to do more than look good. It had to feel believable on camera, match the way people actually interacted with the device, and still hold up once everything moved into post.
As UI Production Director, I led the screen animation work and the team building it. I also supported the shoot on set, helping talent interact with the device naturally and making sure the Surface units were prepped and ready across locations like Block 41 and Sea-Tac. That part mattered because the UI was only going to work if the physical performance matched it.
From there, the job was about getting every stage to line up. Boards and animatics set the direction, tracking screens gave us the data we needed during filming, and the compositing pass pulled the whole thing together. The final video felt polished because the process stayed tight from the first setup to the last frame.
- Led the UI animation team and carried the screen work from early boards into final delivery.
- Worked on set with talent so device interactions felt natural and the UI had something real to lock to.
- Managed Surface Pro units across multiple filming locations, including Block 41 and Seattle-Tacoma International Airport.
- Silver Telly Winner, People's Telly: Promotional Video.
Microsoft
Silver Telly Winner
People's Telly - Promotional Video
The production process for this video involved several crucial stages, ensuring a seamless and believable final product. Here’s a detailed breakdown of the process:
Storyboarding and Animatic Creation:
- Initial Vision: Developed storyboards and an animatic to establish the overall vision for the project. These initial steps were crucial in aligning all stakeholders with the project expectations.
Live-Action Filming:
- Tracking Screens: Utilized tracking screens during filming to capture the scenes accurately, allowing for precise tracking of UI elements and matching them with the talent's interactions with the device.
- On-Set Direction: Ensured the UI elements were correctly tracked and matched with the talent's actions, providing guidance and support on set to achieve the desired visual outcome.
Final Refinements:
- Compositing: Collaborated with the compositing team to add the finishing touches to the project. The compositing team polished the final video, ensuring all elements were cohesive and visually appealing.
These stages were essential in fine-tuning the visual and interactive elements, aligning them perfectly for the final sizzle video. The Surface Pro 9 project was an incredible opportunity to demonstrate the device's unique capabilities and set a new standard for UI animations in product showcases.
Director - Daniel Escolin
Assistant Director - Melissa Kim
Producers - Emily Duarte & Ryta Karagodina
Creative Director - Brian Townsend
Executive Creative Director - Markus Weickenmeier
3D Motion Designers - Ziye Liu, Danny Yoon, Gap Yossanun, Kyle Moore
Storyboard Artist - Alex Alvarado
UI Production Director - Patrick Flaherty
2D Motion Designer - Adam Lubanski
Selected Works
Linkedin