About The Mood Inc.

The Mood Inc. is a motion design and immersive content studio creating visually rich, story-driven work for broadcast, experiential, and brand platforms – from arena-scale screens and live events to editorial storytelling and global campaign content.

Our focus is simple:
high-end motion, thoughtful design, and creative leadership that clients can trust.

We work where innovation meets understanding, blending emerging technologies with decades of experience in storytelling, design, and production.

About Craig Donnelly

Founder · Creative Director

Craig Donnelly is a creative director and motion designer with more than two decades of experience leading visual storytelling across broadcast, live events, experiential environments, and branded content.

He founded The Mood Inc. to create bold, story-driven work that connects across screens, spaces, and stages.

Craig’s career began at Saturday Night Live, where he worked as a motion designer and VFX artist. He later contributed to design and promotional work across the Today Show and the broader NBCUniversal ecosystem, supporting visual storytelling for news, sports, and entertainment programming seen by millions.

Since launching The Mood, Craig has led campaigns and immersive visual content for global brands including Grey Goose, New Balance, Coca-Cola, American Express, Verizon, Deloitte, Mastercard, LG, and Accenture, as well as media partners such as HBO, MSNBC, NBC News, and truTV.

His work focuses on translating complex ideas into clear, emotional motion – whether for a live broadcast, brand launch, large-format screen environment, or multi-platform campaign.

Craig’s approach blends creative direction with a deep understanding of production pipelines, motion design craft, and emerging technologies, bridging concept, execution, and innovation.

Manifesto

The industry keeps changing, faster tools, cheaper talent, louder platforms. But what doesn’t change is the value of experience.

At The Mood Inc., we believe the new creative era still needs something timeless:

• Taste. Knowing what works because you’ve seen it move an audience.

• Leadership. Guiding teams with clarity, empathy, and calm under pressure.

• Craft. Taking an idea from spark to screen with rhythm, restraint, and precision.

This new world prizes speed and novelty, but we believe there’s a gap only experience can fill. That’s where we work: in the space where innovation meets understanding, and where technology serves story.

We’re not competing with the noise.
We’re building what lasts.

Selected Clients

Over the years, Craig and The Mood have collaborated with global brands, media organizations, and institutions including: