In my role as Design Director, I played a crucial role in establishing the physical design of the bot in collaboration with the creative director and Honeywell Safety personnel. I was responsible for the overall art direction across all mediums and managed a team of internal designers who created supplemental artwork and graphics for the videos. Additionally, I led and managed the development of the 3-D model and ensured its seamless integration into after effects with the motion graphics editor. Overseeing every aspect of the design and production process, I strived to make sure that the final product was of the highest quality and perfectly aligned with the intended vision. My role was made much easier being surrounded by talented and gifted team members.
Background
Honeywell Plant & Personnel Safety solutions offers a comprehensive portfolio of technologies and services to help you improve policy compliance, productivity, security and safety, reducing the risk of incidents, and if one should occur, enabling a quick and effective response with better information and data processing. Storystick Marketing was tasked with developing a campaign for PPS to boost industry awareness and promote the PPS brand within the market.
Challenge
The campaign for Honeywell's PPS solutions was driven by an established creative direction. A brand
character was conceptualized to represent the product, with the aim of effectively promoting PPS and
communicating its unique value proposition in a distinctive manner. The creation of a memorable character could be a fun way to differentiate Honeywell safety from the competition, while serving as a powerful symbol for the brand. It was decided to create a 3-dimensional type BOT because we felt it would connect with the target audience.
The following criteria was established for the design of the 3D BOT:
character was conceptualized to represent the product, with the aim of effectively promoting PPS and
communicating its unique value proposition in a distinctive manner. The creation of a memorable character could be a fun way to differentiate Honeywell safety from the competition, while serving as a powerful symbol for the brand. It was decided to create a 3-dimensional type BOT because we felt it would connect with the target audience.
The following criteria was established for the design of the 3D BOT:
- Have a technical and well-engineered appearance to appeal to an audience of engineers and technical customers.
- Create as a 3D character that is detailed, high-tech and scalable to a variety of mediums.
3D allows us to render an infinite variety of static poses and animated sequences.
- The character should have familiar elements that relate to the engineers and technical customers.
- Have some human characteristics but not be too cute.
- Create as a 3D character that is detailed, high-tech and scalable to a variety of mediums.
3D allows us to render an infinite variety of static poses and animated sequences.
- The character should have familiar elements that relate to the engineers and technical customers.
- Have some human characteristics but not be too cute.
The brand character will feature prominently across multiple platforms, with a primary focus on video content such as the main promotional video and safety shorts to be showcased at various conferences. Additionally, it will be utilized in print, social media, and web-based marketing efforts.
Strategy
Our approach to this project started out looking into the wide world of robots and BOTS. Obviously R2D2 and BB8 from Star Wars were great examples of this type of character. We also thought it would be a neat twist to add elements of PPS safety products into the design so that the intended audience could relate to it. The BOT won't speak but will communicate with gesture, technical sounds, and possibly through a screen.
We looked at a lot of robots!
After conducting a thorough exploration of various bots, robots, and robotic devices, we actively sought feedback from SPS customers and stakeholders. Based on this valuable input, we established our criteria for the design of our bot. The team provided specific feedback, emphasizing the importance of creating a design that has familiar elements to SPS customers and provide a new unique look. As a result, the following elements were identified as essential criteria for the Bot: an electronic eye or eyes, a safety helmet, ear protection, one or two arms, wireless communication capabilities, and the ability to roll for enhanced mobility.
Design!
Idea 1
This idea had a more boxy approach with an inner core that would allow for extending the upper body as needed. A fold out screen was also incorporated.
Idea 2
The inspiration for this idea came from Roomba, the robot vacuum cleaner. Low to the ground for stability, it has the ability to extend vertically.
Idea 3
BOT 3 has a unicycle design and a chest that opens up to reveal further communication devices.
And the winner is...
After careful consideration, the team decided to move forward with Idea 3 as the final direction for the BOT design. To refine the concept, we have created vector art to address various form issues and further develop the design. However, we did encounter a significant setback when the Honeywell team expressed their disapproval of using a single wheel as the mode of transport. We explored alternative options and considered the addition of front doors to provide easy access to the screen and multiple scanning eyes.
At this point the design was refined further and all final form factors were resolved in more mechanical elevation drawings. Note the new addition of two wheels providing a more stable appearance. This was also to prepare the design for the 3D developer. Even at this stage we were working closely with the developer to make sure we had a seamless transition.
This was the first pass at our 3D representation. Starting to take shape.
The final design incorporated an safety helmet, wireless communications, two eye implants allowing for advanced materials scanning, an interactive communications screen in his chest, custom controls located at his mid section, and a Honeywell Process Controller interface on his back.
Introducing SFT-2!
The next steps now involved getting ready to create the various videos. In order to refine and create interesting movement and personality to SFT-2 we did a series of motion and movement tests. The video would be created in a 3D environment but then finished out in Adobe After effects for finishing the final videos. I began working the motion graphics editor along with the 3D developer to create a seamless process for production.
Below is a sample of some of the tests. We used sequences from the first video so we could leverage them for the video.
Below is a sample of some of the tests. We used sequences from the first video so we could leverage them for the video.
The following are a sample of the videos created for SFT-2. There are more but they are fairly redundant because a lot of the scenes stayed the same but different content was used to fit the specific event.
The Honeywell Safety Bot - SFT2 provided a creative and unique way Honeywell Safety is represented in the market. It provides a distinct and innovative approach that sets Honeywell Safety apart from its competitors. The bot has been well received at live events and other marketing platforms, creating a unique and memorable experience for customers.
