How Xerox Rethought Storytelling.
“We are no longer overtly marketing to people.”
The Optic Yellow project put that into practice — focusing on curiosity, the science behind the color, and the cultural moment around it rather than product features.
For the brand team, it marked a shift in how the company could communicate: less marketing language, more curiosity about the ideas behind the technology.
That approach opened the door to a broader series exploring Xerox’s color capabilities.
Xerox — Optic Yellow
At their core, the Color Series films introduced new Xerox inks.
Each film began with an outside perspective — artists, historians, and other specialists whose work depended on color and materials.
The narrative then turned the viewer toward Xerox technology, with Xerox scientists explaining the science behind the color itself.
What began as a story about gold, graffiti, or restoration ultimately revealed Xerox as the technology making it possible.
Shifting focus from product features to perception.
Xerox — Graffiti, Color Series - Webby
Xerox — Relax, ElemX
From brand to engineering.
ElemX — Xerox’s liquid metal 3D printing system — presented a different challenge. The technology was complex, and the product itself was still evolving.
The work began as an explainer, using CAD models and early builds to make the system understandable before it was fully realized.
Working closely with the engineering team, we were given the time to understand how it actually worked — making it clear what mattered and how to show it.
As the system developed, that understanding carried forward into the work.
The collaboration eventually extended to Xerox PARC — the company’s research laboratory.
The challenge there wasn’t a single technology, but explaining how ideas move from early experimentation to products that shape everyday life.
The films followed that path — connecting the lab environment to the technologies that eventually reach the world outside.
The visual language developed throughout the earlier work helped anchor that progression, linking scientific exploration, engineering development, and real-world application.
From research to real-world use.
PARC — Innovation
Not every project required scale.
For a Valentine’s Day campaign with limited time and budget, the original concept called for a live-action shoot. Instead, the project took a different direction: a stylized illustrated campaign inspired by 1960s romance comics.
The approach was controlled, efficient, and visually distinctive — a reminder that creative solutions often emerge from constraints.
Xerox — Office Romance
The work changed. The approach didn’t.
Over time, the collaboration with Xerox moved across different forms — from brand identity to research, from engineering explanation to illustration.
What remained constant was the instinct behind the first film: understand the people and ideas behind the technology, and the rest follows.