About Hi-Tech Girls
Hi-Tech Girls is an educational competition organized by aimed at encouraging young women to enter the world of new technologies, IT, and innovation.
Our task was to design and produce promotional animations with a modern, energetic visual narrative that appeals to a young female audience and clearly communicates the competition across online channels.
The Future in Orange
1. Concept & Visual Direction
From the very beginning, our approach was driven by a sense of dynamism and momentum. We developed a moodboard inspired by a previous client project to ensure visual continuity with Orange's established aesthetic. This foundation provided a strong starting point, which we then evolved and adapted to capture the unique character and energy of Hi-Tech Girls.
While designing the materials, we naturally based our work on the brand's core color palette, with orange playing the leading role. According to color theory, orange is associated with energy, enthusiasm and creativity - values that strongly align with the idea and spirit of the Hi-Tech Girls competition. To achieve the right balance, we carefully considered color proportions within the visual world we were creating. Black and white played a crucial role in grounding the vibrant orange, allowing it to stand out while keeping the overall composition clean, modern, and visually uncluttered.
While designing the materials, we naturally based our work on the brand's core color palette, with orange playing the leading role. According to color theory, orange is associated with energy, enthusiasm and creativity - values that strongly align with the idea and spirit of the Hi-Tech Girls competition. To achieve the right balance, we carefully considered color proportions within the visual world we were creating. Black and white played a crucial role in grounding the vibrant orange, allowing it to stand out while keeping the overall composition clean, modern, and visually uncluttered.
Our goal was to transport the viewer into the near future - a world that still feels familiar, yet already hints at what’s to come. We used recognizable elements, such as modern city skylines, enhanced with subtle futuristic details. Taking part in the competition is presented as a meaningful step forward - one that allows participants to enter this future sooner and become an active part of it.
2. Character design
The main characters represent key fields shaping the future of technology. Each heroine embodies a specific domain, which also inspired her name and visual identity.
Cybersecurity
A focused and elusive character dedicated to protecting digital systems. She appears and disappears within streams of data, constantly analyzing information and monitoring potential threats. Her presence symbolizes vigilance, precision and digital safety in an increasingly connected world.
Big data & AI
This character represents data processing and AI-driven technologies used to develop innovative solutions. Equipped with a backpack that emits and receives millions of data signals, she visualizes the continuous flow and exchange of massive amounts of data.
IT
The embodiment of the broad and ever-present IT sector that increasingly shapes our everyday lives. She operates from a powerful mech-like machine that serves as her vehicle and command center. Surrounded by multiple screens, she analyzes complex systems and manages interconnected processes in real time.
CLOUD
A character inspired by cloud-based technologies. She moves freely through space using a jetpack, symbolizing flexibility, scalability, and seamless access to data. Her ability to stay airborne reflects the abstract, decentralized nature of cloud solutions.
3. Animation
Storyboard & Animatik
Every dynamic story needs a solid foundation. We began the process by translating the script into a visual language. The storyboard allowed us to define frame compositions, while the animatic was a crucial step in establishing the rhythm and pacing of the animation before heading into final production.
Cel Animation (Frame-by-Frame)
While the entire animation was created in After Effects using motion graphics techniques, one particularly energetic scene required a different approach. To achieve a dynamic character rotation and heightened sense of movement, we employed frame-by-frame animation using shape layers in After Effects.
Credits
Client:
Orange Polska
Orange Polska
Agency:
Job’n’Joy
Job’n’Joy
Art Direction, Concept:
Lemuria Studio
Production:
Lemuria Studio
Production:
Lemuria Studio
Illustration:
Radosław Skonieczny
Lead animation:
Adrian Szustakowski
Cel animation:
Adrian Szustakowski
Adrian Szustakowski
Cel animation:
Adrian Szustakowski
Year:
2023
2023
