ROLE
Art Director

CLIENT
BET Media Group

SCOPE
Anniversary Brand Campaign

CHANNELS
Key Art • Digital • Experiential • Broadcast

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

brief

To mark BET's 45th anniversary, the network launched Infinite Layers, a campaign celebrating Black culture as a multidimensional and constantly evolving force. The challenge was to honor BET's legacy while positioning the brand for the future, reinforcing its role as both:

a cultural archive and a platform for what’s next

solution

I developed the campaign's visual identity, creating a scalable system that could extend across static, motion, on-air, and out-of-home applications. The creative approach centered on the idea of infinite layers—using depth, transparency, and dimensionality as visual expressions of culture, history, influence, and evolution.

Layered compositions, bold color relationships, and graphic depth created a sense of history in motion, allowing the work to feel both celebratory and forward-looking. Built upon BET's existing brand foundation, the system introduced a more refined contemporary expression while maintaining consistency across every touchpoint.

out-of-home