Client Project
Shell
06/14
Graphic Design
Animation
Illustration
Agency
Whilst I have been at Imagination, I have undertaken a range of projects in collaboration with Shell. This includes creating designs for their LNG stand and creating animations of their iconic yellow pecten (like the one above).
Notably, I designed illustrations and animations for the "Shell Smiling Stars" initiative, a momentous undertaking that convened global employees and shareholders in Dubai for a massive event encompassing a conference, awards ceremony, and celebratory gathering. My contribution to this endeavour involved the conceptualisation, illustration, and animation of a visionary Shell fuel station, offering a glimpse into the future of the company. This animation, showcased on an expansive digital screen measuring 25 meters in width and 4 meters in height, served as a captivating backdrop during the CEO's address at the event.
Aligned with Shell's corporate strategy of advancing both energy sourcing and customer engagement, I undertook research to envision the company's approaching evolution. My illustrative design encompassed a portrayal of Recharge stations catering to electric vehicles, V-Power gas pumps, and the Shell Cafe. Notably, the innovative concept of Shell personnel refuelling customer vehicles, similar to pitstops in motorsports like F1 and NASCAR, was a standout feature. Rooted in the visual illustration style of the previous year, my designs underwent a meticulous stylisation process aimed at infusing a more inviting ambiance and further depth to the design. An integral focal point of my approach was the depiction of a diverse range of characters, from all walks of life, thereby harmonising with Shell's fundamental principles and showcasing the company's inclusive demographic.
"It was an amazing experience meeting with friends and colleagues around the world celebrating successes and learnings together."
Vice President of GM Mobility
My creative journey commenced with the presentation of a moodboard to the client, showcasing an illustrative style that I believed would be most effective. Click here to see the moodboard.
Swift endorsement of this creative direction allowed me to move on to design phase, informed by the moodboard's style. Having done a few iterative designs of the characters and environment, I got the go-ahead for bringing these illustrations to life in AfterEffects. The animation's intricacies were, however, met by a distinct challenge: the first 20 seconds allowed unobstructed usage of the screen, granting characters and vehicles the freedom to roam the canvas. However, following this 20 seconds, designated segments of the screen were allocated for PowerPoint presentations by Shell. This shaped how I designed the environment and how I storyboarded the animation.
Below is a video that showcases how the stage was set up, addressing the issue of how to incorporate the presentation boards and physical totem into the animation. The red boxes on either side of the central totem show where the presentation boards were located. These presentations boards would be used for a PowerPoint after 20 seconds so all the free roaming had to take place in those 20 seconds
Digital totem that has fuel pump sign emerge after 20 seconds
Physical totem covering the digital screen
Digital totem that has fuel pump sign emerge after 20 seconds
Presentation board
Presentation board
Below is the final product, a clip of the first 20 seconds where all the action happens. After this 20 seconds, the animation continues for another 2 minutes whilst the presentation takes place. During this time there is little to no activity as it would collide with the presentation boards, hence why the environment wraps around these boards.