Role Played:

Art Director, Motion Graphic Designer

The Gentleman's Journal 'GJ Club'

The challenge wasn't simply promoting a membership card, it was selling the lifestyle that came with it.

Created to promote the launch of' GJ Club', The Gentleman's Journal's premium membership programme, the film introduced the benefits of joining through a fast-paced, typography-led narrative. From exclusive events and luxury brand offers to magazine subscriptions and member rewards, the challenge was to communicate a wide range of benefits while maintaining the refined and aspirational tone synonymous with The Gentleman's Journal brand.

Working across concept development, styleframes, storyboards and final animation, I helped shape the visual direction of the film before bringing it to life through motion. I combined kinetic typography, bespoke 3D visuals and carefully curated editorial imagery to create a premium promotional film. A fast-paced system of kinetic typography formed the backbone of the narrative, seamlessly linking each scene while introducing the membership's key benefits in a clear, engaging and visually cohesive way.

To reinforce the magazine subscription, I created a series of 3D magazine animations, transforming the publication into a premium hero asset before animating it through a letterbox to visualise home delivery. Alongside this, I integrated supplied imagery of exclusive events, luxury products, fashion and technology to build a visual world that reflected the ambitions and interests of The Gentleman's Journal audience.

Rather than simply listing the features of the membership, the film was designed to immerse viewers in the lifestyle that GJ Club represents. Every visual element was carefully chosen to reinforce the brand's premium positioning, resulting in an engaging promotional film that combined strategy, storytelling, typography and 3D motion design to bring the value of the membership to life.