Why Sabic Mobility?
Brand film for Sabic
TITLE: Why Sabic Mobility?
ROLES: Direction, Design and Animation
AGENCY: Edge Picture Company
CLIENT: Sabic
Description:
Another film for Sabic, and this time the story takes to the skies. The brief centred on a young woman boarding what seems like an ordinary flight—until she realises the aircraft around her hasn’t been fully constructed yet. As the flight attendant delivers the usual pre-flight announcement, the cabin begins to assemble in real time. Materials developed by Sabic come into focus, seamlessly integrating into the structure as she watches with growing curiosity. A simple idea, brought to life with a playful twist and a subtle nod to the everyday distractions we all know too well.
PROCESS
As with every project, we began with a storyboard, followed by an animatic to map out the pacing and guide the shoot. This gave us a clear sense of timing and camera positioning. The live-action shoot itself took place over a single day in a white cyc studio, using custom-built props to match the planned shots.
In parallel, we began developing the 3D animation of the aircraft, using the storyboard as a reference. The design direction for the build was inspired by architectural drawings, with clean lines and a white background to match the distinct visual style Sabic requested for this film.
Once filming wrapped, post-production began with rotoscoping the actress from the studio background. We then composited the CG aircraft around her and layered in motion graphics to complete the final sequence. A clean, precise process to bring a surreal concept to life.
