Exaggerated Clarity

Working closely with the world leaders in Bitumen Stabilisation Technology and Design Processes, I've been intrigued by the simple nature of the concept. The logic is in my head, but what would those millions of bitumen splinters in between particles look like at a microscopic level while performing its duty.

I sat down one morning and started building out an animation to illustrate the movement of aggregate particles as vehicles would pass over them. Except, instead of being pushed down only, the elastic nature of the bitumen would, to some degree, restore the shape of the original layer...

So I created this exaggeration of what it would look like and decided to submit it to my client.

All excited we shared this via their LinkedIn profile. The first real Viral Video produced through my Studio and Published on their profile, this clip 140 000+ views and hundreds of reshares within a couple of weeks, with downloads and re-uploads from profiles with 500 000+ connections.

A simple, yet profound visual that sparked various conclusions and clarity across multiple disciplines within the Civil Engineering Community.