Los Angeles, CA
Upstart is an AI-driven lending platform focused on transforming how credit decisions are made. Instead of relying on traditional models, they use machine learning to expand access to credit and create smarter, more inclusive financial systems. It’s a forward-thinking company with a strong point of view—and a need for a brand that reflects that level of innovation.
Upstart Live is their internal flagship event, where the entire company comes together to experience the future of the business. It’s a high-impact moment designed to showcase what’s next—and in 2026, that meant unveiling a refreshed brand identity in a way that felt bold, modern, and unmistakably Upstart.
Upstart needed a large-scale brand film that could act as a visual showcase for their new identity—something that would introduce their updated look to the audience in a way that felt intentional, elevated, and built for the stage.
They came to us for our experience with large-format motion design and brand storytelling. (Our background in immersive stage content, 2D/3D animation, and building motion systems that scale across environments.) The goal was to create a piece that didn’t just present the new brand—but made it feel alive.
We started with storyboards to define the overall structure and pacing, followed by boardomatics to lock in timing and flow. Because the film would live on an ultra-wide stage, every frame had to be designed with scale in mind—making sure visuals stretched naturally across the format without losing clarity or impact.
At the same time, we built the system to be adaptable. The film needed to translate to 16:9 for social and digital use, which meant designing flexible compositions that could be reframed without breaking the visual language. Throughout the process, we worked closely with stakeholders to refine the tone and ensure the execution accurately reflected the new brand.
The final piece was a high-energy blend of 2D, 3D, illustrated animation, and kinetic typography. With no voiceover, the entire story was driven through motion and type—creating a clean, design-forward experience that felt confident and modern.
A key moment in the film featured a large-scale 3D sequence that showcased Upstart’s new color system, using depth and motion to highlight gradients and transitions across the ultra-wide screen. This was paired with a unified type animation system that carried the narrative from start to finish, giving the entire piece a strong visual rhythm.
The film served as a bold visual showcase of Upstart’s refreshed brand at Upstart Live 2026, giving the audience a clear and compelling introduction to the new look and feel. Presented on a large-format stage, it elevated the reveal—turning a brand update into a moment that felt cinematic and intentional.
By translating the new identity into motion, the piece helped bring abstract brand elements—like typography, color, and gradients—into a tangible, experiential format. It set a high bar for how the brand could show up in motion moving forward, and created a visually striking introduction that extended beyond the stage into digital and social formats.
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