About Inverted Chaos
We turn chaos into something people can believe in.
Every idea starts in chaos. There are too many options, too much information, opinions that compete, new technology meeting old assumptions, and pressure to move before any of it makes sense. That is where we start. Inverted Chaos finds the idea worth keeping in all of it, then uses strategy, design, storytelling and technology, built on more than 20 years of creative work, to make it clear and useful.
Mission
To turn complexity into clarity, and ideas into things people can see, understand, feel and act on.
We work with organizations going through change, launching something new, explaining something difficult, or planning what comes next. The answer might be a brand, a product, a film, a system, a prototype or a presentation.
Founder
Luis HurtadoFounder, Inverted ChaosLuis Hurtado founded Inverted Chaos in Los Angeles in 2008. It is the only company he owns. It has worked remotely from the first day, and each project gets a team built for it. Microsoft, Netflix, Hulu, IBM, Amazon and Activision have all come through it. Agencies and production companies bring Inverted Chaos in on their own projects, among them Mercy Brothers, Liberati, Redtail, Embassy Row and Exopolis.
Across television, games, technology and storytelling, the job has been the same, to take something complicated and make people care about it.
Luis’s full bioApproach
Where clarity is missing.
Most organizations have more raw material than they use. Ideas sit in conversations, strategy sits in documents, and the value of a product gets lost in its complexity. Teams know what they want to say and struggle to make others see why it matters. What is usually missing is clarity.
We start before everything is organized. We listen, ask questions, test, and connect things that first seem unrelated. Then we give the result a form people can understand.
Technology
Human judgment, accelerated by technology.
Inverted Chaos works where creative experience meets new technology. Luis first went online in 1994. Since then he has taken up each new technology as it arrived and put it to work for clients, from the web and Flash to game engines, Kinect and 360-degree video. AI is the newest of these, and we treat it the same way.
We use AI where it improves the work, and nowhere else. It lets a small team explore more ideas and prototype sooner. The tools generate options. Choosing the one worth making takes taste, context and curiosity, and that choice is ours.
The mark
The meaning behind the mark.
One shape holds the age of Aquarius, the lightning of Zeus, the number 33 and the monolith from 2001: A Space Odyssey.
The story of the markSelected studio work
Work made with partner agencies.
2019AWS re:InventAWS / Zed Ink / Mercy Brothers5 lyrical music videos for the Las Vegas event, played across 7 screens.
2012Call of Duty: Strike TeamActivision / LiberatiCharts and animated graphs for the mock news coverage in the opening and closing cinematics.
2019IBM iX: RelationshipsIBM iX / NomadMotion graphics for a social video from the IBM digital agency.
2011Uncharted 3 websiteNaughty Dog / SCEAThe marketing website for the game’s launch.
2019Microsoft HackathonMicrosoft / Zed Ink / Mercy BrothersA 2-stage video campaign that told Microsoft employees about the coming Hackathon.
2016You Can Do BettertruTV / RedtailThe logo and broadcast package, and the motion graphics and VFX for both seasons.
The record
Highlights from the record.
- 1999Day of DefeatValve
- 2002G4, before it went on the airG4 Media
- 2010Kinect at E3Microsoft
- 2012Fire Phone interfacesAmazon
- 2017Hulu originalsHulu
- 2018AWS re:Invent stage wallsAWS
- 2019IPO roadshow videosGlass and Marker
- 2022Contractor to VP of DesignMARA
Start here
Start with one message.
- 01You write.A few lines on the company and what you need.
- 02We talk.Thirty minutes, on a call, within 1 business day.
- 03You leave with a plan.What happens first, who it needs, and a date.