Warrior | Ritual M2i

Process Breakdown

Project Role: Art Direction & Senior Motion Designer

Formats: 16×9 and 4×5, delivered in 30s and 15s versions

I was responsible for art direction and motion execution, shaping the project from early concept and story development through final animation.

The objective was to introduce the Ritual M2i hockey stick through a dynamic, product-focused motion piece that highlighted its key technological features. The work needed to balance technical clarity with visual energy, presenting the product in a way that felt both performance-driven and visually engaging.

The motion system was designed to scale across multiple aspect ratios and durations, ensuring clarity, pacing, and visual consistency across all deliverables.

Challenges & Solutions

Accurate Product Representation

A primary challenge was modeling and texturing the hockey stick to precisely match the real-world product, particularly its iridescent finish. The material needed to respond naturally to light without feeling exaggerated or stylized.

To solve this, I developed a detailed look-development process focused on layered materials, controlled reflections, and subtle color shift. This ensured the surface behavior remained physically grounded while still reading clearly in motion.

Building a Fully 3D Environment

Another challenge was creating a fully 3D hockey rink environment that felt immersive and believable while supporting the product as the focal point.

I modeled and textured the environment in full, with the exception of the glove, which was LiDAR scanned to ensure accuracy. From the completed environment, I generated a custom HDRI to drive lighting and reflections, allowing the product to sit naturally within the space and maintain consistency across shots.

Integrating 2D and 3D Motion Systems

The final challenge was blending 2D and 3D motion elements into a cohesive visual system without breaking immersion.

By designing the motion language holistically, 2D graphics were integrated as an extension of the 3D space rather than overlays. This approach allowed technical callouts and motion accents to support the product narrative while maintaining a unified visual style.

Result

The final deliverables present the Ritual M2i hockey stick through a polished, scalable motion system that supports multiple formats and durations. The project translates complex product technology into a clear, engaging visual narrative while maintaining a premium, performance-driven aesthetic suitable for digital and presentation contexts.