Role Played:

Art Director, Motion Graphic Designer

Dancerace is a UK-based FinTech software company that builds cloud-hosted finance and lending technology used by banks, lenders and financial institutions around the world.

For the launch of Dancerace’s new Workspace automation platform, I developed a range of creative concepts for a 30-second hero film shown at the inaugural 'Receivables Finance Connect conference'.

The challenge was to communicate complex automation tools in a way that felt human, intuitive and visually engaging. I introduced a new consistent motion language for the Dancerace brand that could scale across booth screens, app animations and digital touchpoints.

As part of the pre-production process, I worked closely with the Dancerace team to craft and refine the creative route, positioning Workspace as another 'you', a system that works quietly alongside the user, multiplying their expertise through automation. Once the direction was selected, I produced pre-visualisation styleframes and storyboards to define the narrative, pacing and visual language ahead of production.

I then created the 30-second stage animation to reveal Dancerace’s new Workspace platform, alongside a looping LED wall visual for the exhibition stand and a product walkthrough video for the booth tablets.

The film re-imagined Dancerace’s modular design system, transforming the brand’s geometric shapes into living representations of people, processes and data working together. Told from a third-person perspective, the animation unfolds as if the system itself is thinking, organising and acting autonomously, presenting Workspace as a silent partner that works alongside you.