Sideshift
Type
Product animation
Timeline
4 Weeks
Role
Design & Animation / Art Direction
Deliverables
6 Renders + 6 Product cards
A Modern Identity for Precision Marine Control
Sideshift needed a refreshed visual presence — brand, website, and premium product animations — that matched the quality of their intuitive bow and stern thrusters.
Challenge
Simplify the installation process in a 60secs.
Existing installation content relied on long, technical videos that were difficult for users to follow. They needed a simple, premium, web‑friendly animation system that clearly showed how each part is used, where it installs, and how the product interacts with the boat.
Audience Needs:
Understand how to install the thruster safely
Visualize the process across different boat sizes
Identify the correct product for their vessel
Avoid incorrect drilling that could damage or sink the boat
Approach
Developing an accurate, clear, and premium visual system
To keep the thruster as the primary focus, I separated visual information using color — the boat remained secondary, while the product stayed crisp and prominent. The waterline became a critical element, ensuring users understood the safe installation depth and avoided sinking risks.
Design Strategy:
Soft, calming movements to avoid overwhelming users
Sequential part‑by‑part assembly to mirror real installation steps
Clear communication between the background and subject.
Research
Understanding the installation process
& technical documents
To understand the installation workflow, I broke down Sideshift’s existing tutorials and technical documents. This helped me rig pistons, hinges, and multi‑axis components accurately. Aswell as ensure each step in the installation process was followed in order.
Research included:
Installation tutorials
Technical documentation
CAD files
Physical product inspection
Boat size and compatibility charts
Style Frames & Storyboard
Jumped directly into animation using a clear order‑of‑operations.
Given the complexity of the product and the clarity of the CAD reference, I assembled directly in 3D rather than sketching each part. This allowed faster iteration and more accurate positioning.
Design Strategy:
Soft, calming movements to avoid overwhelming users
Sequential part‑by‑part assembly to mirror real installation steps
Clear communication between the background and subject.
Technical Decisions
Establishing the look so the team can work with unified assets.
Because multiple animators were involved, I established the initial look, lighting, and asset organization to ensure consistency across all deliverables. This system allowed the team to scale production efficiently while maintaining a unified visual style.
Technical considerations included:
Rigging the mechanical system in Blender
Creating reusable lighting and material setups
Rendering in 16×9 with the subject centered in a 1×1
Ensuring web‑optimized output for fast loading
Outcome
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Impact & Results
Significant improvement in user understanding of the installation process
Outcomes included::
Clearer comprehension of installation steps
Increased product sales
Stronger investor interest at international tradeshows
Reuse across multiple marketing campaigns
Elevated brand perception compared to competitors
Studio
Webmarketers
Creative Direction
James Gollner
Design & Animation
Matthew Desmarais
VIncent Vu
Coordinators
James Ward
Technical Direction
Sonny Juane
Development
Roch Lavoie