Meta came to Laundry to launch Muse, its AI assistant, to the world. The challenge was making an invisible product feel tangible: an assistant you talk to needed a visual identity people could recognize in seconds. We partnered with the Meta team to build that identity in motion, creating a series of motion graphics launch videos that introduced Muse and showed what it can do, then extending the same system into out-of-home graphics so the launch held together from screen to street. The result was a motion-first launch toolkit: flexible enough to travel across formats, and consistent enough that Muse was unmistakable wherever it appeared.