Erich Reimers

Motion design lead with a focus
on brand and product.

About

Shop Week 2025

Shop Week is Shop’s annual, large-scale summer shopping event. For the 2025 edition, I worked with other creative leads on the Shop team to develop a visual concept that could scale across a wide range of surfaces, from in-app placements to out-of-home, and serve as an introduction to the brand for new audiences.

Passions and pastimes were at the heart of our concept. To bring that to life, we needed to represent a wide range of human personas. To cast the right heroes for our visuals, the team and I developed a custom creative pipeline using the latest AI image and video generation tools.

Team:

Shop Creative Team

Role:

Motion Design Lead

Contributions:

Creative development, Technical direction, AI Image/Video Generation, Motion design

Persona AI Pipeline:

Our hero pipeline started in Midjourney. From there, we used ChatGPT to customize the characters with products from actual Shop stores.

We decided on Pika as our video model, and used AKOOL Face Swap to clean up the details. After that we were ready to composite in After Effects.