MM's Rebrand JKR, Mars / JKR

Client:

Mars / JKR

Role:

2D Animation, Motion Design, Kinetic Typography, Brand Animation, Video Editing

Brief

JKR reached out to bring their M&M's rebrand to life through motion. The graphic identity, visual style, and brand guidelines were already fully developed. My role was to take those assets and animate them: building transitions, defining the motion language, and making sure every frame stayed true to the new brand direction.

Tools: After Effects

Platforms: Social Media

Credits:

Motion Design & Animation: Eduardo Marin

Process

Discovery

JKR came with a complete graphic system: defined colors, typography, illustration style, and brand rules. Before touching anything in After Effects, I spent time studying the guidelines in depth: understanding the logic behind the visual choices, the tone of the rebrand, and how the assets were meant to feel in motion. The animation had to serve the brand, not interpret it freely.

Execution

With the visual language locked, my focus shifted entirely to motion: how do these graphics move? How do transitions feel? What rhythm matches the energy of a refreshed M&M's? I built a motion system that honored the existing style while giving it momentum, turning static brand assets into a cohesive, fluid video.

Key Creative Decision

The temptation in a project like this is to add, to bring your own ideas and push the visuals further. I made the opposite choice: restraint. My job was to disappear into the brand. Every transition, every timing decision, every animation curve was driven by one question: does this feel like M&M's? The result is animation that feels inevitable, like the graphics were always meant to move this way.

MM's Rebrand JKR