DESIGNER · ANIMATOR · CREATIVE · GENERALIST · A.I. MOTION ARTIST
SERVICEPLAN
The Ü Film
This project was a deep dive into the concept of Übercreativity within media, film, and design. The goal was to create a compelling film for Serviceplan centered on the letter "Ü," presenting it through a diverse range of creative styles and animation techniques. The visual journey ultimately communicates how Übercreativity drives and informs Serviceplan's creative processes across the industry.
I had different roles on this project working along a team of designers. My main tasks were leading the creative flow of the film. At one point I had to become the editor, animator and designer of the whole look and feel of the film. The team had to come up with many unique ideas on how to animate the letter Ü with different techniques, styles and softwares.
ÜBERCREATIVITY
IN MOTION
To truly embody Serviceplan's Übercreativity, the animations for the letter "Ü" were designed to be highly playful and colorful. This stylistic approach wasn't just aesthetic; it was essential to demonstrate the company's dynamic and versatile nature when tackling diverse client projects. By rigorously exploring a wide spectrum of animation styles, we were able to create a focused creative film that powerfully illustrates Serviceplan's adaptability and innovative thinking across the industry.
The finished piece was met with extreme client satisfaction, recognizing its compelling ability to communicate the driving philosophy behind their services. The film is now a staple, showcased throughout the company and regularly presented to new and existing clients as a powerful testament to Serviceplan's creative excellence and market-leading versatility.
ÜBERCREATIVE
RESULT
The film built around the abstract concept of Übercreativity for Serviceplan proved to be a resounding creative success. By developing a playful, colorful, and diverse visual journey centered on the letter "Ü" and blending 3D, 2D, and AI-assisted design, the team effectively demonstrated Serviceplan's expansive creative bandwidth and innovative approach to client challenges.
RESEARCH &
DEVELOPMENT
Creative & Conceptual Prototyping
The initial R&D began with intensive conceptual prototyping. The team engaged in collaborative sessions, going beyond the simple "from the shop to your home" model, to focus on the symbolic power of the letter "Ü." This period involved:
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Extensive Ideation: Generating and testing a wide variety of narrative concepts centered on abstract ideas in media, film, and design.
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Proof of Concept: Developing quick, illustrative mockups for each concept, often leveraging AI integration (as initially done with real-store photos) to rapidly visualize complex or photorealistic styles and ensure high fidelity to the creative brief.
Stylistic and Technical Testing
The core of the R&D was dedicated to stylistic and technical testing to achieve the final, playful, and colorful aesthetic that showcased creative adaptability. This required extensive testing across multiple software and animation pipelines:
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Hybrid Media Pipeline: Developing workflows to seamlessly blend and transition between 3D elements (for structure and environment), 2D illustrations (for character and flat graphics), and AI-assisted design (for textures, stylized backgrounds, or initial visual concepts).
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Animation Style Exploration: Testing a wide variety of animation techniques—from slick, modern motion design to more stylized, hand-drawn looks—to ensure each segment featuring the "Ü" offered a distinct creative signature. This was crucial for showcasing Serviceplan's ability to tackle any client brief.
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Software Stress Testing: Rigorously testing interoperability between different software packages to guarantee smooth transitions and maintain consistent quality across disparate visual styles, ultimately creating a cohesive and dynamic final film.
MAKE
Roles: Editing,3D Animation, A.I. Motion, Look Dev, Design, Footage Research, Animation and Motion Graphics
Creative Direction: Michael Wilk
Art Direction: Stefanie Fritzel, Luis Barros
Editing: Luis Barros
Animation / Motion Graphics: Stefanie Fritzel, Niklas Schneider and Luis Barros
3D Animation: Sebastian Weidner, Niklas Schneider, Christoph Struber,
Luis Barros
A.I. Motion: Luis Barros