Challenge: The American Mathematical Society lacked a clear, accessible way to explain its work to broader audiences.
Role: Concept Development, Creative Direction, Storyboarding, Editing, Motion Design
The Problem
Despite a century of influence, the American Mathematical Society was a mystery, even to it's neighbors. Leading some as far to theorize that the unassuming building nestled by the highway in Providence was actually an Intelligence Agency hiding in plain sight.
People engage best with visual storytelling that simplifies complex ideas while keeping them intellectually engaged. They engage best with content that meets them where they are. A messy brand and inconsistent visuals made it hard for viewers to quickly understand the AMS mission. By creating a cohesive visual language and structured narrative, abstract concepts could be made approachable without losing credibility.
Created concept and look for Billboard ad campaign to welcome travelers to engage with the AMS at TF Green Airport.
The Solution
I led the creative direction of an explainer video introducing the American Mathematical Society to new audiences. Through storytelling, animation, and narration, the video translates explains the AMS in an accessible narrative while reinforcing the organization’s brand. The result is a clear, engaging introduction that can be used across digital platforms and future communications.
Key elements included:
A consistent system of typography, color, and iconography | Animated sequences explaining abstract concepts | Voice-over narration guiding the story
Modular visuals adaptable for future communications
The Results
The campaign significantly increased visibility for the American Mathematical Society. Just as importantly, it challenged long-standing approaches to communication within the organization. By introducing a more approachable voice and a lighter tone, the project expanded how the AMS could present itself to the public.
This shift opened the door for new ways of thinking about outreach, giving the organization fresh tools and perspective to better connect with audiences that had previously been overlooked. It also put an end to the CIA rumors once and for all.