The reticle as motif. From crosshair to callout to lower thirds.
Sentric calibrates the ADAS sensor systems modern cars depend on. A two-day shoot became twelve videos — with motion graphics making the invisible sensors visible, turning ordinary shop moments into the precision work they truly are.
This was the inverse of a ground-up build. Sentric came with an identity. Gold, black, and white, with a targeting reticle based on real calibration equipment. But none of it had ever been put into motion. The scope was video. Shoot for two days, then produce a full series. An anthem, testimonials, and product showcases.
Our early explorations focused on the targeting system, bringing that crosshair reticle to life. For me, the motion tests below are where the language really locked in. From there we expanded, working the motion into the live action footage. The first full use was a single shot. A car stopping suddenly, because a sensor caught the parked car its driver didn't see. Simple to describe; everything was in getting it exactly right. The rest of the series spoke the language that shot established.
The reticle was already the brand's mark. In these tests it became a motif. The basis for technical callouts, lower thirds, and the bleeps and bloops in between.
(That's my technical term, anyway.) A man checking tire pressure is ordinary footage. Add a tracked grid and a reticle locking on, and suddenly it reads as what it actually is. Precision work with real consequences. Hundreds of shots got this treatment. Small tracked enhancements pulling live action into the brand's technical world, or pushing the graphics out into real spaces.
The vocabulary is simple. Targets and reticles from the logo, tracked onto equipment. Full-screen takeovers pulling back from real places into a line-drawn world of precision, distance, and measurement. Parallax grids. Simple text animations with a color flourish on entry. Waves of sensor visualization emanating from cars and returning to them, because the sensors are invisible and the graphics are how you see them. Where a shot had one laser, we sometimes gave it a few more. The benefit of a brand this grounded is that everything comes full circle. Real calibration charts inspired the brand's targeting marks, and our graphics got tracked right back onto those same charts on the shop floor.
Twelve videos later, the brand doesn't just have a look. It has a way of moving.