This was a short ideation sprint for a major automotive brand, exploring concepts for its next-generation HMI. The brief was to develop bold, forward-looking ideas that captured a sense of innovation and movement while remaining aligned with the character of the brand and vehicle.
Working closely with a talented 3D artist, we pushed the direction towards something modern, futuristic and cinematic. It remains some of the strongest HMI work I have led creatively. Everything came together, resulting in something distinctive and visually striking. That creative back and forth with talented people often leads to the most interesting work.
The concept leaned more towards style than function, but that is the purpose of ideation: to explore form, tone and visual direction before the realities of production begin to narrow the possibilities.
Working closely with a talented 3D artist, we pushed the direction towards something modern, futuristic and cinematic. It remains some of the strongest HMI work I have led creatively. Everything came together, resulting in something distinctive and visually striking. That creative back and forth with talented people often leads to the most interesting work.
The concept leaned more towards style than function, but that is the purpose of ideation: to explore form, tone and visual direction before the realities of production begin to narrow the possibilities.
