Sekisui · Industry

Making clear what nobody sees. Setting the course for Sekisui in automotive.

Sekisui wanted to explain technology that is hidden from view, or that exists only as a concept. We held the same course throughout. Let people experience what it does, not what the material looks like.

The question

Sekisui makes materials for cars that remain out of sight. Behind the screen, in the roof and beneath the floor. For the product visuals, Sekisui wanted an image that looks reliable yet innovative. Industrial customers need to be able to understand the technology. For two components under development, the challenge grew. A roof that shows in advance what a self-driving vehicle is going to do. And a control on bicycle handlebars, with use in cars in mind. How do you explain something nobody knows yet? And how do you let someone experience the technology when they cannot test it themselves?

The idea

Together, we chose to combine the two, with reliability at the core and innovation in the detail. The aim stayed the same throughout, to convey what the experience feels like through visuals. The product visuals show where these materials are used inside the vehicle. For the roof, the focus is on the next move of the vehicle. For Smart Grip, the story comes down to one question. How does a cyclist control their phone, heating and lighting without letting go of the handlebars?

Reinvented

The roof project went beyond explaining the concept on screen. We developed the chosen pattern as a concept based on the technical drawing of the glass. We supplied it to Sekisui for production. This allows Sekisui to present it in the concept car, including at trade fairs. The same design illustrates the principle in the film and is intended for the print on the glass. Explanation and product stay aligned.

One print, four functions

Sekisui chose the line pattern from six directions. The calmest, most fluid design is expected to appeal to a wide audience. It looks futuristic without going too far, yet feels contemporary. Without light, the pattern is invisible. When lit, it indicates all four functions, braking, acceleration, turning and ambient. Red for braking and amber for turning follow the signalling commonly used in Europe. This lets occupants see what comes next, even before a sudden stop. The aim is a more comfortable ride and less motion sickness. Ambient, in soft blue, is there to complete the experience at any time.

In control

In the opening scenes, a tiny chip controls a phone on a bicycle, fat bike and motorcycle. We place each gesture beside the screen, so the action is easy to follow. Tilting moves the map. Rotating moves and zooms at once. Pressing opens and confirms. The grip also includes heating, a turn signal and an integrated LED light for safety. The final scene deliberately takes place behind the wheel, linking it to the concept car. It is the centrepiece of this division. It presents all the latest concepts at trade fairs and in videos. The panoramic roof is an example.

A film to talk through

The films are meant to be presented to clients, not just watched. They share a structure of separate sections that Sekisui can combine for each client. For each section, we agreed on a slower and a normal-speed version. The slower version lets presenters explain things live and pause to add detail.

The result

Fourteen product visuals range from the tape behind the headlining to the battery pack of an electric vehicle. An initial animated sketch took Smart Grip from the bicycle into the car. And for the roof, a 36-second film and the pattern ready for test printing work together.