— PROJECT NAME
Baseline Wizard
— ROLE
Motion Design / Storyboarding / Visual Direction
— TIME INVESTED
150 Hours
At BCG, I led the motion design and visual narrative for the launch of an internal AI-powered procurement tool. The goal was to take an incredibly complex, data-heavy process and translate it into a visually engaging, conceptually clean motion story. My challenge: make procurement feel smart, seamless, and even a little bit magical.
Thought Process
Baseline Wizard operates at the intersection of AI, analytics, and business efficiency. But the tool’s value wasn’t instantly intuitive. I approached the video as a translation exercise — decoding the technical process into visual metaphors that feel sleek, sharp, and purposeful. The tone needed to communicate innovation, but not overwhelm.
Strategic Approach
The creative direction leaned into a “dark mode” aesthetic, sleek gradients, dynamic contrasts, and minimalism evoking intelligence and control.
I designed a visual journey using a glowing dot motif to guide the viewer through stages of the tool: from data collation and clustering, to anomaly detection and score improvement.
Every motion was mapped directly to functional outcomes of the tool.
To help stakeholders and developers align, I developed a detailed storyboard that doubled as a visual script — allowing us to fine-tune logic, voiceover, and visuals in tandem.
Creative Thinking
I used kinetic transitions and shape morphing to represent scanning, sorting, and analysis — core functions of the tool — while integrating subtle UI-style elements for familiarity. Gradients were used to signal stages of transformation and insight, while clustering visuals gave abstract data shape and movement. The dot became a symbolic avatar for intelligence and control throughout the piece.
Outcomes & Impact
The final animation successfully launched alongside the tool, serving both as an explainer and a proof-of-concept for internal AI capabilities. The visual style and clarity of the narrative helped demystify a highly technical subject for a broader audience, while reinforcing BCG’s evolving design language.
For me, this project was a reminder that strong motion design isn’t just decorative — it’s functional storytelling with a strategic edge.