Graybar - Lighting Follows Purpose

  • GRAYBAR
    Graybar is a wholesale distributor of high-quality components, electrical equipment, and lighting. Aligned was approached to create a video for their Lighting Follows Purpose campaign, communicating the importance of quality, comfortable LED lighting in an office environment. Muted brand colors and simple shapes to show the every day function of a well-lit workplace were the driver behind bring Graybar's message to light - no pun intended.

    We needed lots of office layouts to show where lights might be placed, as well as a transitioning / morphing sequence to show the versatility of LED lighting. 

  • Animatic laid out after sketching animation ideas:
  • Bringing the animations and transitions to life:
  • And finally, piecing everything together as one.

  • Amazing design by Marco Cheatham, additional animation by Sharmila Akula.



    Thanks for watching!