Explore BIEN’s latest motion design reel celebrating athleticism and animation for the Olympics.
Motion design studio BIEN has unveiled an exciting new sports reel, showcasing its animation expertise just in time for the Olympics season. This action-packed reel features dynamic work for prominent brands such as Instagram, Facebook, WhatsApp, and the Paralympics, highlighting BIEN’s prowess in motion design and animation.
BIEN’s reel is a vibrant tapestry of athleticism, capturing the essence of various sports through a hybrid animation style. Primarily employing classic 2D cel animation, known for its expressive and human touch, BIEN strategically integrates 3D animation to handle complex backgrounds and dynamic camera movements. This combination enhances the storytelling, making each scene both visually captivating and technically impressive.
One of the standout elements of BIEN’s work is its dedication to authenticity. The studio follows a ‘design with, not for’ motto, collaborating with consultants to ensure each sport is portrayed accurately. This approach involves understanding the specific plays, rules, diversity, and culture associated with each sport, resulting in a portfolio that resonates with both athletes and fans.
The reel celebrates a wide array of sports, from the grace of gymnastics to the intensity of wheelchair basketball. It not only captures the physicality of the sports but also the vibrant communities that support them. This is particularly evident in BIEN’s work with the Paralympics, a campaign born out of a passion project dedicated to inclusive representation. This initiative, initially offered for free to the committee, has evolved into an active collaboration, with BIEN now involved in character illustration and classification guidelines for the upcoming Paris games.
Hung Le, BIEN’s creative director, emphasizes the studio’s commitment to inclusive motion design. He states, “This reel showcases the best of our character animation work related to sports. But more than that, it shows our commitment to applying inclusive motion design methodology behind the scenes with deep research via cultural consultants and relentless advocacy for marginalized groups. Doing fun and dynamic animation work is no longer enough.”
BIEN’s dedication to inclusive design and accurate representation is not just a business strategy but a core principle. As a minority-owned studio, BIEN leverages inclusive design to enable and draw on the full range of human diversity, working with brands that aim to expand their market through diversity, equity, and inclusion.
For those interested in viewing this impressive showcase of motion design and animation, the sports reel is available on BIEN’s website and Vimeo channel. The reel is a testament to BIEN’s innovative approach to motion design and their unwavering commitment to authentic and inclusive representation in animation.
Explore BIEN’s latest work and see how they champion athleticism and animation this Olympics season at BIEN Motion Design Studio.
Animation and motion design video
About BIEN
BIEN is the inclusive motion design studio that helps brands be more profitable and effective through accurate representation on-screen and behind the scenes.
As a minority-owned studio, we practise inclusive design, which is a design methodology that enables and draws on the full range of human diversity. We’re interested in working with brands that want to expand the size of their addressable market through diversity, equity, and inclusion. You can view our latest work here - BIEN Motion Design Studio.
