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-focused platforms, from arena-scale screens and live events to editorial storytelling and 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 narrative, design, and production.

About Craig Donnelly

Founder · Creative Director · Motion Designer

I’m a creative director and motion designer with more than two decades of experience leading visual storytelling across broadcast, live events, experiential, and branded content. As the founder of The Mood Inc., I direct bold, story-driven work that connects across every screen, space, and stage.

My career began at Saturday Night Live as a motion designer and VFX artist, and grew through key roles at The Today Show and across the NBCUniversal portfolio, shaping design for news, sports, and entertainment programming seen by millions. Since then, I’ve led 360° campaigns and immersive content for global brands including Grey Goose, New Balance, Coca-Cola, American Express, Verizon, Deloitte, Mastercard, LG, and Accenture, along with media partners such as HBO, MSNBC, and NBC.

I specialize in translating complex ideas into clear, emotional motion, whether it’s a high-stakes live show, a product launch, or a multi-platform brand campaign. My approach blends creative direction with a deep understanding of production pipelines, emerging technologies, and motion design craft, bridging the gap between concept, execution, and innovation.

I’m most energized by work that blends strategy, craft, and emerging tech, and by helping clients feel like they’re in the right hands, and in a better mood.

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.