jared jurcak

work sample / process.

From the start, I wanted to explore a digital campaign direction. During the ideation process, I kept in mind Zachary’s note from our interview about making the APG logo/icon more recognizable. To experiment with possibilities, I used ChatGPT and Gemini to generate variations of the icon.

I gravitated toward a gold/metallic treatment, so I refined the icon in Photoshop and developed a “Gold” theme for the sample messaging. Using Google’s Veo model, I created a rotating clip and then moved into Premiere to build out the sequence.

From there, I used a combination of After Effects and Premiere to design what I envisioned as a potential first frame for a longer animation or a carousel that transitions into nutritional information. I also see opportunities to extend this concept into alternate messaging or color treatments for different audiences. For example, a “Gold Standard Growers” angle.

Overall, this was a fun opportunity to explore how APG’s icon could take on a stronger, more recognizable presence. I see this direction as something flexible that could grow into a campaign with multiple variations, from audience-specific messaging to expanded digital formats.

thank you.