This was a line-up project that was a lot of fun to work on since we came so close to getting a design launched that broke free from the typical DVD menu visual language of the time that typically utilized random arcs, heavy beveling and faux-3d treatments.

Unfortunately, the head of the DVD group killed the design before launch, engineering was complete, because he did not like the color palette selected by the brand strategist. It was a surprise that the group head had never seen the prior work.