Blackhawks | Centennial Jersey

Process Breakdown

Project Role: Art Direction & Senior Motion Designer

Formats: Designed as a scalable motion system with outputs including 16×9 hero cut, 9×16 vertical adaptation, and 1×1 square variant for social and digital platforms.

I led this project as the senior motion designer responsible for art direction and execution, guiding the piece from early concept and story development through final animation and delivery.

The objective was to create a cinematic yet technically accurate visualization that highlighted how the Centennial Jersey was constructed, while building anticipation around the final reveal. The work needed to balance craftsmanship, performance detail, and broadcast-level polish.

I established the visual direction, developed storyboards, built the 3D asset from the ground up, and designed physically accurate materials, lighting, and motion systems. Each element was carefully considered to present the jersey with clarity and precision, resulting in a premium, cohesive narrative that resonated with fans and aligned with the brand’s visual standards.

Challenges & Solutions

Stitching realism at scale

One of the biggest challenges was creating believable stitching that held up in macro close ups while remaining efficient enough to produce under a tight timeline.

Instead of hand animating or simulating every thread, I developed a hybrid workflow using Cinema 4D’s MoGraph system, cloners, and fields to procedurally generate stitch patterns across the garment. This allowed me to art direct density, growth, and timing while keeping the setup flexible and fast to iterate.

Simulation control and art direction

Cloth and thread simulations can be unpredictable, which makes precise storytelling difficult. To maintain creative control, I paired simulations with vertex maps and fields, enabling me to selectively drive motion, reveal areas, and guide the build sequence exactly where needed.

This approach provided the realism of physics with the control of keyframe animation, resulting in both speed and polish.

Storytelling through construction

Rather than presenting the jersey as a static product, the piece was structured around the idea of assembly. Each element including stitching, patches, and materials was revealed step by step to highlight craftsmanship and heritage, culminating in a dramatic hero reveal.

Result

The final film delivers a cinematic and detail driven build sequence that showcases both the technical innovation and craftsmanship behind the Centennial Jersey, positioning it as a premium legacy product while creating an engaging visual story for fans.