CAR TO CAR STEEL RECYCLING EXPLAINER
CLIENT: 89up
ROLES: Concepting, Design, 2D Animation, Audio Mixing
A short animated explainer that communicates the benefits and process of circular steel recycling in the automotive industry, made as a task for 89up.
While the brief provided specified that the video’s purpose was to encourage “adoption of processes and practices that close the loop on steel use” by engineers, managers and brands aiming for sustainability, 89up noted the task was given with the intention of displaying creative skills, fresh thinking, and personal flair with an emphasis on showcasing motion design abilities.
With a tight intended time limit for the task, I chose to style the explainer’s design after the example client’s website while using the script and voiceover provided alongside 89up’s brief.
STYLE FRAMES
CONCEPTS
I prioritised the visual design of the animated explainer when beginning to plan the task. Establishing a defined style as early as possible resultantly improves how economic a draft motion storyboard would be to create and would allow me to complete the task within the intended time limit.
I landed upon two potential design styles I believed would suit the video, conscientious that there were no specified brand guidelines to follow and instead that “the designer has some leeway to get eyes on the screen and prioritise stopping power, engagement and conversions”.
Ultimately, I chose to style the video’s visual design after the client’s website, recognising that it would target intended audiences more efficiently while also being a more time economic style to work in (both due to it being pre-defined by the brand and less technically demanding).
Short design breakdown of L’Institut Mobilités en Transition’s website, which prioritises sleek professionalism, with an emphasis on red, accordion-like drop shadows, animated thin lines and boxy designs accompanied by serif fonts.
Matte colours, simple shapes and limited colour palettes make for incredibly time-economic motion design works, which made this brand-representative design incredibly appealing to me.
Alternative concepting moodboard/design references for the animated explainer that emphasising maximalism, matrixes, collage and brighter colours.
While a more visually unique style, it’d be better suited for a campaign oriented towards mass appeal rather than professionals within the automotive industry.
Additionally, the style would necessitate a considerable amount of time to be spent gathering assets in addition to then becoming more technically demanding when designing animations & style frames.
STORYBOARD
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CREDITS
PROJECT DATE: Aug 2025
ADDITIONAL CREDITS:
Original website theming - Institut Mobiles en Transition
Briefing, Script & Voiceover - 89up
SOFTWARE USED:
After Effects (Motion Graphics/Design, 2D Animation, Colour Correction, Typography)
Final Cut Pro (Audio Mixing)
FreeForm (Concepting)
Apple Motion (Motion Graphics)