Channel: Netflix
Client: The Cinemart / Netflix Original
Date: Spring 2025
American Murder: Gabby Petito
Motion Graphics | Documentary Storytelling | Social Media Visualisation | Titles | Maps | Animation | VFX
The disappearance and murder of 22-year-old travel vlogger Gabby Petito became one of the most widely followed criminal investigations in recent American history. The three-part Netflix docuseries American Murder: Gabby Petito, produced by The Cinemart, examines the events surrounding her 2021 cross-country journey and the tragic story that unfolded online, across national media and through millions of social media posts.
Holey & Moley were commissioned to help shape the visual language of the series for Netflix, building on the established style of the American Murder strand. Our role was to craft a motion graphics framework capable of carrying both the emotional sensitivity of the story and the complexity of the investigation.
Working closely with the filmmakers, we transformed archival material into immersive visual storytelling. Autopsy reports, investigation call records, emails, social media posts, text message exchanges and personal artefacts were carefully choreographed through animation and compositing to feel immediate and tangible on screen. Exclusive access to personal photographs, journals, letters and handwritten notes allowed us to sensitively integrate deeply human details into the narrative.
Our creative approach fused cinematic storytelling with digital-era realism. Ultra-high-definition recreations of social platforms such as Instagram, TikTok and YouTube reflected the case’s enormous online impact, while bespoke GPS maps and data-driven visualisations traced the physical journey of the investigation. Handwritten calligraphy, ink dissolves and trace-back techniques were used to reveal letters and journal entries with intimacy and respect, placing the emotional weight of the story at the centre of the viewing experience.
Technically, the project combined CGI parallax, rotoscoping, 2D and 3D animation, composite layering, retouching and document restoration within a robust editorial workflow designed for high-end broadcast and streaming delivery. The result is a cohesive visual system where motion graphics actively guide the narrative, turning evidence and digital traces into powerful storytelling devices.
The series resonated strongly with audiences, becoming the most watched documentary series of 2025 with over 60 million views, and ranking among the most watched television titles of the year.
For Holey & Moley, American Murder: Gabby Petito demonstrates how thoughtful motion graphics, documentary design and digital storytelling can help sensitive real-world stories unfold with clarity, empathy and cinematic impact. It also continues our collaboration with leading documentary producers and global streaming platforms — shaping the next generation of visually driven factual storytelling.
Looking for a creative partner who can shape bold, story-led visual identities? Discover how we work as a leading motion graphics company, crafting distinctive branding, explainers, titles and visual worlds for broadcast, streaming and beyond.
