CONTEXT

BET 45 marked the network’s 45th anniversary with a campaign titled Infinite Layers — a celebration of Black culture as a multi-dimensional, interconnected force shaped by pivotal moments across time.

For more than four decades, BET has amplified these layers of Black excellence, serving as a trusted platform to reflect on the past, honor the present, and propel Black culture into the future. The campaign needed to feel expansive, reverent, and forward-looking — honoring legacy while signaling continued evolution.

role & responsibilities

Role: Art Director

Responsibilities:

• Designed the static visual system for on-air campaigns, including branding, color palette, typography, and overall look and feel

• Established visual direction for animated assets

• Collaborated closely with motion and production designers to translate the system into dynamic on-air and out-of-home executions

• Ensured a cohesive, scalable brand presence across all touchpoints

Design Direction

The Infinite Layers visual system expressed depth, continuity, and movement — reflecting the many dimensions of Black culture and BET’s role in amplifying them over time.

Layered compositions, bold color relationships, and graphic depth were used to create a sense of history in motion. The design honored BET’s brand DNA while introducing a refined, contemporary execution that felt celebratory without nostalgia overload.

Execution

The system was designed to flex seamlessly across static and animated environments. On-air graphics, motion sequences, and large-scale placements all drew from the same core visual language, allowing the campaign to feel unified while remaining dynamic.

The result was a brand moment that felt intentional, ceremonial, and future-facing — befitting a milestone anniversary.

credits

Animators: Jun Lee, Lily Feng, Luis Moya, Victor Lau
Creative Directors: Eric Franklin, Chris Scarlata
Design Team: JJ Raskin