The Hypnotic Kinetic Type Animation for HYPEBEAST / HBX Flagship Store

What comes to mind when thinking about New York? The city is commonly known as the “city of lights”, never sleeping, great fashion sense, and multiculturalism. 

All these known facts were translated into the kinetic-type animation campaign to open HYBEBEAST’s first HBX US flagship store this year. 

As brands continue to compete for the attention of audiences, kinetic typography and moving image is a popular method for commanding it. It seems to be everywhere right now—commercials, music videos, mobile apps, and websites use it to make their words more impactful and add an element of artistry.

Massive Assembly has produced a contemporary motion campaign showcasing New York’s famous scenes in the background, and an animation-type invitation to come to know the new space in one of the hearts of the city, Chinatown.

Famous for what they identify as “Type Hype” – an exploration and study of video creation that is hyped with type. The platform utilizes unique type designs, animations, and integrations to inject wild possibilities. And its design tools free creators to flex their creativity with fresh takes.

Though surfing on a huge wave of popularity, moving type isn’t having just a moment: it is the moment. The first credited movie to use the technique is Alfred Hitchcock’s North by Northwest (1959) – that is more than enough proof to show us that “type hype” isn’t going anywhere anytime soon.


See the full campaign here.
Meet the full team behind the HYPEBEAST / HBX Flagship Store campaign:

Studio: Massive Assembly
Creative Direction: Eugene Seo, Jason Yeh
Animation: Champ Panupong Techawongthawon, Federico Leggio
Editing: Champ Panupong Techawongthawon, Eugene Seo

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