NIO Experience video

Imagining autonomous driving differently

Role

Internal creative director, project lead

Collaborators

Robin Bigio (UX/UI Director), Flavio Carvalho (Visual Design Director)

Agency

Special Guest

Overview

A female protagonist and a vehicle UI are the leading characters in this self-driving car concept film. It was featured in CEO Padmasree Warrior's SXSW Keynote and in a physical installation, as part of NIO's US debut.

The film features an original soundtrack and lyrics. In fact, nearly every detail—from the vehicle to the devices to the artwork—was created from scratch. We created everything in just nine weeks with a small, scrappy team.

Our intention was to depart from the usual sci-fi depictions of an autonomous future and instead design a not-too-far-off world that's warm and welcoming.