Sam MacDermot is a multidisciplinary Creative Director shaping brand, 3D, and digital experiences with craft and clarity.

Sam MacDermot is a multidisciplinary Creative Director shaping brand, 3D, and digital experiences with craft and clarity.

Aurora

This 15-second animation was designed to showcase advanced vehicle perception technology through a visual narrative that loops seamlessly from end to beginning. The challenge was to communicate complex functionality such as object detection, tracking, and spatial awareness without relying on text, UI overlays, or voiceover. I directed the sequence to move fluidly through multiple stylistic treatments, each highlighting a different sensor capability while maintaining narrative coherence. It begins in a photorealistic environment with a truck convoy, transitions into stylized wireframe and sensor views, and ends in a high-contrast visual that depicts bounding boxes in motion, all choreographed as one continuous camera move. A core creative goal was to make the animation accessible and engaging while avoiding technical jargon. To achieve this, we used visual metaphors and animated motion cues, guiding the viewer through rhythm, timing, and intuitive design language. One of the major technical challenges was ensuring the loop resolved cleanly. This involved precise previsualisation, consistent camera movement, and shader matching across different render styles. The entire sequence was optimized for multiple resolutions and playback platforms, and the asset pipeline was structured for fast iteration and minimal rework. The final result is a compelling loop that doubles as both a marketing tool and a conceptual explainer, turning complex autonomy technology into a clear, self-contained story.

Year

2024

Role

Creative Director

Output

Commercial

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Step into our tailor store to experience the glamour and elegance or effortlessly connect with us by dropping a chic email at

Copyright © 2025.