Sentric

Sentric calibrates the cameras and sensors behind modern driver-assistance systems. That work is precise and consequential, but much of it is hard to see on camera. We needed to make the people, equipment, and process feel as capable as they are.

I led the shoot and post-production, shaping how the interviews, live action, and animation worked together. The films needed to make the case for Sentric’s expertise and its use of original equipment manufacturer (OEM) tools.

(That’s my technical term, anyway.) A technician checking tire pressure can look ordinary on camera. A tracked grid or reticle helps draw attention to the care behind it. The graphics gave us a way to show precision, distance, and sensors the camera couldn’t see.

I developed the look and animation with the team, then worked those elements into the footage. Targets could lock onto real equipment; a shop floor could open into a drawn environment; a pulse could suggest a sensor reaching beyond the car. Each effect needed to help tell the story without getting in the way of the people doing the work.

The finished series gave Sentric an anthem, customer testimonials, interview-led stories, and focused explainers for use across marketing and social channels. Some films introduced the company; others helped explain its systems and the role of OEM equipment in calibration. The footage and motion held the series together while each film answered a different question.