Webpage
Film
Art director
Erin Pinkley, creative direction
Ethan Kanat, creative direction
Kevin Cline, creative direction
Adam Ho, identity
Marta Dymek, renders
Tori Cincotta, animation
Colin Thomas, animation
Victor Duran, video
Daniel Peterson, audio
Raven Wadley-Wright, copy
Olivia Kingsley, copy
Melanie Picardo, design
Lizzie Oh, props
Marcus Oakley, illustration
Tamara Austring, producer
Samantha Minasi, producer
Brief
Create the art direction for Zendesk Sunshine, a new CRM platform designed for developers and technical leaders. The work needed to introduce a powerful new product category while inspiring builders to imagine what they could create with a more flexible platform.
Development
Early visual explorations ranged from lifestyle photography to abstract studies of light, but none fully captured what Sunshine represented. To unlock the right direction, we authored a brand-led creative strategy that reframed the problem around the act of building, culminating in a clear creative thesis that became our north star: What could you build?
Final
Guided by this idea, we created an expressive, animation-forward art direction that blended illustration, photography, 3D, and code-driven interactions. The Sunshine experience came to life through an interactive website and an introductory film that felt alive, experimental, and unmistakably different from anything else in the CRM space.
