Disciplines
Art Direction
First Bus operates thousands of services daily across the UK. Driver safety is a constant priority, and the organisation required a training video that would engage staff while reinforcing practical road awareness.
My role was to storyboard and illustrate the animation. The objective was to make safety principles visible within everyday driving situations.
Illustrations were designed with clarity as the priority. Key actions are emphasised, while background details are simplified to reduce distraction. Several styles were explored before settling on one that balanced personality with legibility.
The storyboard follows a driver’s route, showing how the Smith 5 Keys apply in context. Rather than interrupting the narrative, the principles appear naturally within the environment.
Assets were prepared to function effectively in staff-room settings where the animation may play without sound. Visual messaging therefore needed to stand alone.
The final piece was well received by staff and drivers. Engagement metrics indicated strong participation in follow-up learning, and a reduction in collisions was reported during Road Safety Week.
66% completed a follow-up quiz
86% rated the video 4 or 5 stars
96% wanted more content
A reduction in collisions was reported during Road Safety Week
The project demonstrates how illustration can reinforce serious messages without losing clarity.
Agency: Imaginary Friends
Disciplines
Art Direction
First Bus operates thousands of services daily across the UK. Driver safety is a constant priority, and the organisation required a training video that would engage staff while reinforcing practical road awareness.
My role was to storyboard and illustrate the animation. The objective was to make safety principles visible within everyday driving situations.
Illustrations were designed with clarity as the priority. Key actions are emphasised, while background details are simplified to reduce distraction. Several styles were explored before settling on one that balanced personality with legibility.
The storyboard follows a driver’s route, showing how the Smith 5 Keys apply in context. Rather than interrupting the narrative, the principles appear naturally within the environment.
Assets were prepared to function effectively in staff-room settings where the animation may play without sound. Visual messaging therefore needed to stand alone.
The final piece was well received by staff and drivers. Engagement metrics indicated strong participation in follow-up learning, and a reduction in collisions was reported during Road Safety Week.
66% completed a follow-up quiz
86% rated the video 4 or 5 stars
96% wanted more content
A reduction in collisions was reported during Road Safety Week
The project demonstrates how illustration can reinforce serious messages without losing clarity.
Agency: Imaginary Friends
