Disciplines
Art Direction
Every day, First Bus is responsible for thousands of journeys across the UK. Driver safety is a constant priority, and the organisation wanted a training video that would engage staff as well as reinforce practical road safety awareness.
My role was to storyboard the video and bring the animation to life through my illustrations, highlighting key safety principles in familiar driving scenarios to help bus drivers put them into practice on the road. their routes.
The illustrations were designed to be easily understood, with key actions emphasised and background details simplified to avoid distracting the viewer. I explored several visual styles before settling on one that balanced personality with legibility.
The animation follows a bus driver’s route, which allows the Smith 5 Keys driving principles to unfold naturally within the environment.
The video was potentially going to be shown in staffroom settings with no sound, so it was important the visuals were strong enough to communicate essential messages clearly on their own.
The finished animation was well received by both staff and drivers. Subsequent engagement was strong, with many drivers taking part in additional learning and feedback.
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
This project shows how simple yet eye-catching illustrations can help keep drivers safe on the roads.
Agency: Imaginary Friends
Disciplines
Art Direction
Every day, First Bus is responsible for thousands of journeys across the UK. Driver safety is a constant priority, and the organisation wanted a training video that would engage staff as well as reinforce practical road safety awareness.
My role was to storyboard the video and bring the animation to life through my illustrations, highlighting key safety principles in familiar driving scenarios to help bus drivers put them into practice on the road. their routes.
The illustrations were designed to be easily understood, with key actions emphasised and background details simplified to avoid distracting the viewer. I explored several visual styles before settling on one that balanced personality with legibility.
The animation follows a bus driver’s route, which allows the Smith 5 Keys driving principles to unfold naturally within the environment.
The video was potentially going to be shown in staffroom settings with no sound, so it was important the visuals were strong enough to communicate essential messages clearly on their own.
The finished animation was well received by both staff and drivers. Subsequent engagement was strong, with many drivers taking part in additional learning and feedback.
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
This project shows how simple yet eye-catching illustrations can help keep drivers safe on the roads.
Agency: Imaginary Friends
