Matthew KenneyDesign Generalist

Case Study — 03 / 06 · Motion

Born To Lose’68

Film title sequence.

Peak Moment · 0:30 walkthrough

Born To Lose ’68 — selected surfaces, end-to-end.

Watch reel · 0:30

Status

2023

shipped & live

Scope

End-to-end

design through delivery

Case study

In progress

full numbers landing soon

Discipline

Motion

led solo

Scroll to step through · 01 / 04

The category all looks the same,
on purpose.

Before Born To Lose ’68, the field defaulted to the same safe moves — same palettes, same voices, same shapes. Blending in was the real risk.

Different isn't a style,
it's a decision.

The opening for Born To Lose ’68 wasn't louder execution — it was a sharper point of view, committed to early and held all the way through.

One system, every surface,
no exceptions.

Born To Lose ’68 got a single operating system — type, color, motion, and rules — applied without compromise from the first sketch to the final shipped surface.

Shipped, live, and working
harder than it looks.

Born To Lose ’68 launched in 2023 and has been doing its job since. The full numbers and process notes are being written up now.

Next Case — 04 / 06

Proto Daily

In-app motion and micro-interactions.

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