Role
Design direction · Motion language & data visualisation architecture
Client
Huawei
Project type
Brand-led film and motion system
Agency
MSL UK — Part of Publicis Groupe
Year
2025
Context
For the UK launch of the Huawei GT6 Series, Olympic champion Mo Farah fronted a hero film designed
to dramatise the
watch’s 21-day battery performance. The campaign concept — Mo vs the GT6 Pro — followed his
training across
multiple disciplines and environments, positioning human endurance against machine reliability.
Insight
Early cuts revealed a strong narrative but limited visual structure. Data overlays needed to move
beyond decoration
and become a storytelling device — guiding the viewer, reinforcing the endurance narrative, and
complementing Mo
Farah’s performance without competing with it.
The UI was reframed as a narrative system, balancing human effort with machine precision. Abstract
metrics — heart
rate, power, GPS, battery decay — were translated into a calm, legible visual language rooted in
Huawei’s circular
design logic. While final production simplified certain elements, the system’s hierarchy, pacing,
and intent
remained aligned with the original direction.
Objective
Define a scalable, real-time data visualisation system capable of communicating performance metrics
clearly across
multiple aspect ratios (16:9, 9:16, 4:5), while maintaining cinematic clarity and brand consistency.
Approach
Developed a unified motion language inspired by the GT6’s circular UI architecture, refined through
iterative testing to perform consistently across lighting conditions, activity types, and editorial
formats.
Defined the UI behaviour, interaction logic, and visual hierarchy across all data states —
establishing
how information should appear, transition, and resolve in relation to live-action footage.
Defined and delivered a modular motion and UI toolkit — including battery states, performance dials,
GPS cards,
and typographic systems — supported by detailed storyboards specifying timing, hierarchy, and
spatial behaviour.
Production teams executed the final animation and VFX work directly from this direction.
Impact
The final system established visual coherence across the campaign, reinforcing the 21-day endurance
narrative with
a premium, data-driven aesthetic aligned with the Huawei Health ecosystem. The work contributed to
strong
engagement across social channels and positive press response, particularly around clarity, realism,
and brand
credibility.
© 2025 Huawei / MSL Group — All rights reserved.
