Alex Moulton — Creative

Trollbäck
+Company

 

As Chief Creative Officer at Trollbäck+Company, I manage an amazing multi-disciplinary team to deliver strategic brand development and design for a diverse range of clients. These are some (but not all) of my favorite projects since joining the company in 2016.

 

GOOGLE —
GOOGLE MAPS

AD AGENCY: Anomaly New York
DESIGN AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, ECD
TEAM: Ben Nichols, Brian Bowman, Eli Guillou, Erica Schrager, Betsy Jones

 

We partnered with Anomaly to build a motion language for Google Maps’ first-ever campaign in the United States — a multi-city, cross-platform takeover introducing the launch of it’s new “Explore” feature. Our task was to capture the simplicity and playfulness of Anomaly’s hyper-local creative campaign with a flexible motion system that entices urbanites to discover a whole new side of the cities they know and love.

Read the full case study here.

 
 

 

TEENNICK —
REBRAND

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer
EXECUTIVE CREATIVE DIRECTOR: Elliott Chaffer
TEAM: Aldo Gonzalez, Anaïs & Dax, Asia Hunt, Ben Nichols, Bobby Hanley, Casey Halter, Chris Jung, Daniel Graf, Eli Guillou, Erica Schrager, Erik van der Widen, Erin Kilkenny, John Lee, Koda Ko, Michael Batista, Pat King, Rosie Garschina, Sarah Cohen, Shannon Moore

We were tasked with reimagining the look and feel of Nickelodeon’s tween-targeted network for a new generation of young, digital-first, and totally diverse viewers. Our strategy and creative focused on that “in-between” time in every kid's life — leaning into aspirational messaging, classic Nickelodeon humor, and dynamically playful graphic elements. The result was a robust multi-platform identity and toolkit, along with live action that blends real kids with TeenNick content.

Read the full case study here.

 
 

 

OXYGEN—
REBRAND

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, ECD
TEAM: Betsy Jones, David Rogers, Erica Schrager, Erin Kilkenny, Fionna Mariani, Jess Bennett, Jorge Peschiera, Olga Povarchuk, Patrick King, Sarah Cohen, September Raines, YouTooCanWoo, Yussef Cole

We rebranded Oxygen to radically reposition the network as a premiere destination for investigative crime programming. After a deep strategy phase and creative exploration, we designed the new look and feel of the brand to bring a modern perspective to true crime that values intrigue over sensationalism. The channel experienced a 51% increase in viewership to make it the the fastest-growing cable entertainment network.

Read the full case study here. And if you're looking for my previous Oxygen rebrand, you can find that here.

 
 

 

MGM RESORTS —
UNIVERSAL LOVE

AD AGENCY: McCann New York
DESIGN AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, ECD
TEAM: Ben Nichols, Bobby Hanley, Brian Bowman, Eli Guillou, Erica Schrager, Shannon Moore

 

Love is universal. Shouldn’t love songs be too?

MGM Resorts thought so, and I couldn't agree more. As one contributor among many talented people who helped birth this project, from the musicians to McCann to Craig & Karl who created the iconic album cover art, I'm so proud of this work.

Listen to the album or read the full case study here.

 
 

 

MTV —
INTERNATIONAL
& MTV NEWS

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer
CREATIVE DIRECTORS: Rosie Garschina, Jorge Peschiera
TEAM: Ben Nichols, Betsy Jones, Bobby Hanley, Carlos Foxworthy, Darius Maghen, Eli Guillou, Erica Schrager, Erin Kilkenny, Keith Endow, Koda Ko, Nijel Taylor, September Raines, Shannon Moore

We designed a new brand architecture for MTV International to deliver a holistic brand experience that aligns all of MTV’s international properties with a modern look for their on-air, digital, and social platforms. A bold graphic framework unifies the MTV brand, creating a cohesive presence for over 370 million TV viewers and an even bigger digital audience spanning 45 countries and 13 language markets.

Read the full case study here.

 
 

We also relaunched MTV News in the U.S., developing a design system that helps the program speak the same language across all of its channels, from linear TV to social video.

Read the full case study here.

 
 

 

MOTION
2018 TITLES

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, Composer
EXECUTIVE CREATIVE DIRECTOR: Elliott Chaffer
TEAM: Asia Hunt, Betsy Jones, Pat King, September Raines
FX WRX: Christopher Webb, Oliver Jevremov, Kristin Murphy, Tim Curtin, Dan Jusino, Dominick Pietrzak

For 12 years, Motion celebrated the community of artists who defined motion design. Working with Christopher Webb, our team created the un-conference’s final title sequence using live in-camera effects and projected animations, while I composed the original score and sound design.

Read the full case study here.

 
 

 

AICP —
2017 TITLES

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer
CREATIVE DIRECTOR: Brian Bowman
TEAM: Brendan Rouche, Darius Safani, Erica Schrager, Fionna Mariani, Ryan Paterson, Suzie Cimato

We created this title sequence to unveil the new AICP logo at the 2017 awards show, as well as additional content for the screens on each floor of MoMA during the event. As with all AICP projects, this piece now resides in the MoMA permanent collection.

Read the full case study here.

 
 

 

SYFY —
AUDIO IDENTITY

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, ECD
TEAM: Anu Pillai, Erica Schrager, Jeremy Yang, Joe Johnson, Kevin Anderson, Nyles Lannon, Sonia Manalili, Suzie Cimato

I directed strategy and creation of the SYFY sonic identity. It is the first TV network audio brand designed and optimized for all communication platforms, from linear to digital to connected home devices. The project included brand strategy, creation of the audio logo mnemonic, original music, an audio toolbox, music supervision, and the audio brand style guide.

Read the full case study here.

 
SYFY_Platforms.jpg
 

 

UNIVERSO —
BRAND REFRESH

AGENCY: Trollbäck+Company
ROLE: Chief Creative Officer, ECD
CREATIVE DIRECTOR: Jorge Peschiera
TEAM: Adam Wentworth, Ben Nichols, Chris Foster, Edward Tasick, Elena Olivares, Jon Smith, José Luis Pardo, Koda Ko, Olga Povarchuck, Pat King, Sean McClintock, September Raines, Shannon Moore

We refreshed NBC Universo's brand identity to reposition the channel within the growing Spanish-language TV market. The flexible design system communicates the brand's momentum and resonates with its diverse and youthful audience, helping establish Universo as the fastest growing U.S. Hispanic cable network.

Read the full case study here.