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Critical Techworks (BMW Group)

Critical TechWorks (BMW Group) Animated Video

I was the art director and illustrator for “Join in Motion,” an animated video for Critical TechWorks, BMW Group’s IT company. The challenge was to create a soft recruiting video to attract designers without revealing any NDA-protected work.


This video was created in collaboration with Extra Cheese studio, in a team of three people. I was responsible for the art direction and storyboard illustration, working closely to keep one consistent visual narrative. The goal was to attract designers to join the company, but without showing any NDA-protected work. So we told the story through the people and spirit of the design community instead.

Storytelling: Beatrysa Lyashchenko (extra cheese studio)
Animation:Diogo Coito (extra cheese studio)
Sound Design: Ergonoise
Voiceover: Iris Cayatte

Brief

"We are creating a Visual and UI Design team to help the BMW group shape its design identity across multiple touch points. We are looking for an illustrator to help us design a job post campaign that reflects the challenge and opportunity of these vacancies. We want something bold, self-assured, and positive."

"We are creating a Visual and UI Design team to help the BMW group shape its design identity across multiple touch points. We are looking for an illustrator to help us design a job post campaign that reflects the challenge and opportunity of these vacancies. We want something bold, self-assured, and positive."

"Your work was selected from a shortlist so we want something unmistakably yours."

"Your work was selected from a shortlist so we want something unmistakably yours."

"Your work was selected from a shortlist so we want something unmistakably yours."


Roles

Lead Visual Design

Lead Visual Design

Defined the illustration style and overall look.

Script Co-Editing

Script Co-Editing

Shaped the rough copy into a final script, in a collaborative process.

Storyboarding

Storyboarding

Created storyboard sketches, translating the script into visual sequences.

Illustration

Illustration

Produced the final artwork ready for the animation stage.

Creative Process

Moodboarding

Moodboarding

Gathering references for the illustration style and the type of animation, to define the visual direction of the video.
Gathering references for the illustration style and the type of animation, to define the visual direction of the video.

Sketching

Sketching

Exploring ideas for scenes and characters through black and white sketches, testing compositions and how the story could unfold visually.
Exploring ideas for scenes and characters through black and white sketches, testing compositions and how the story could unfold visually.

Drafting

Drafting

Turning the chosen sketches into a first storyboard, defining the sequence of scenes, color palette, and agreeing on the style with the team.
Turning the chosen sketches into a first storyboard, defining the sequence of scenes, color palette, and agreeing on the style with the team.

Refining

Refining

Polishing the final illustrations, with consistent colour, detail, and style across all scenes, ready to hand over to animation.
Polishing the final illustrations, with consistent colour, detail, and style across all scenes, ready to hand over to animation.
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
Sofia Ayuso
Contact
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA
FMCG
Lifestyle / Travel
Hospitality
Tech / SaaS
INDUSTRIES
Contact
VML Branding
LOLA MullenLowe
Leo Burnett
Deloitte Digital
Agencies
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
Sofia Ayuso
Contact
services
Sofia Ayuso is an independent Brand Designer & Illustrator. Based in London, available worldwide.
About
SA