Casey Neistat is an American YouTube personality, filmmaker, and vlogger. His app, BeMe aims to erase any filters in presenting your life, stripping away the identities people consciously produce with Instagram filters, emojis, and likes on social media. 

The idea of BeMe is to provide an authentic picture of one’s life, helping others experience it as you see it.  It is as if the phone becomes a stand-in for one’s body, the camera facing outward to capture what the user is experiencing. 

Make it raw and authentic.

The visual design of BeMe has no bells and whistles. It’s a simple, black and white list of friends. In the words of Casey, “there’s nothing cute or twee about it. “We want you to feel like you’re taking a peek under the hood.”

I was tasked with the motion design of this app. This app was challenging, since animations steered away from the traditional cute and delightful animations we see in everyday apps. This motion was intentional, authentic, and was meant to make the user feel like once they got a glimpse into someone else’s life, it was gone forever. 

Disappearing into the abyss.

I did several motion explorations for what happens once a video is watched and it disappears from the feed. I tried to aim for something with shake and blur to show how this video is blurring away from the world of your screen since it is now forever part of your memory, or the real world. 

I also experimented with blur and shake motion to make it feel even more intentional, rough, and authentic.

I also played around with a tv turning off animation, symbolizing how you have now tuned out of the channel of someone else’s life.

Loading Animations

Finally, I worked on loading animations, keeping the intentional theme throughout.  I experimented with the game of snake and pong. I kept the black and white color scheme consistent and went for simple, directional animation.

BeMe was acquired by CNN in late 2016.