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Einride | Saga
3D-work for Einride with the commissioned task to visualize the new software features to Einride's powered ai, "Einride Saga". Made in collaboration with Essen International.
Creative Direction: Essen International / Jonathan Jervelind & Hong Hui
Design & Animation: Erik Norrhede
One of the biggest highlights in 2022 was the launch of Einride Saga – an intelligent ecosystem of applications, fueled by data and powered by AI, that coordinates all parts of the transport chain.
The mission was to shape Saga’s identity, all put together in a revealing movie to be shown at the company’s annual user conference, Einride Mesh.
With inspiration from an ecosystem where different parts together form a whole, Essen chose to base the visual cue on additive light, a natural phenomenon when different colours of light come together and create white.
Moodboard
In terms of process, storyboard and styleframes were as usual made first then bordermatic and animatic before beauty/draft render and final composited render.
The 3D volumetric light was the first considered for the natural phenomenol light approach but were in the end achieved in post using different glow effects.
For the movie, Essen wanted to combine the clarity of the service with the excitement of something new and unknown.
The movie starts off showing abstract details of the UI, later revealing every part as essential building blocks in one united system.
In regard to sound design. The light was set to capture the 3D objects like it was filmed by hand and sounds from the wind and passing cars further strengthened the realistic feeling in the yet unknown space.
Full shot sequence:
