Blue Nile is one of the largest online jewelry retailers in the world — a brand where the shopping experience is the product. When Seattle agency RUPERT brought Joe in to concept and produce motion graphics for a series of three TV and YouTube spots, the challenge was making a website UI feel cinematic.

Joe designed an elevated interpretation of Blue Nile's interface — glassy, minimal, and light — then animated it to feel like it was floating naturally within the product footage rather than composited on top of it. Motion tracking and footage stabilization kept everything cohesive, so the product UI shots read as a single seamless experience.

The campaign included three spots plus an original end card with a custom logo animation.