Ben Dixon | Portfolio

Case Study - Campaign

NetApp 3D Motorsport Animations

Client

NetApp

Responsibilites

Strategy, storyboarding, illustration, creative direction, art direction, 3D design and rendering, cinematography.

Collaboration credits: Michael Ha

Software

Brief and Response

NetApp is one of the world’s largest data infrastructure companies, with major motorsport sponsorships including Ducati MotoGP, Aston Martin F1, and Porsche FE.

Our goal was to align NetApp with these teams, increase event awareness, and communicate its broader brand message—while making a complex tech company feel fun and charismatic in motorsports.

The solution? 3D characters. These characters create instantly recognizable content, highlight drivers and teams, and unify all motorsport materials under one distinct style. They also allow us to craft unique, engaging, and educational stories with humor and intelligence.

A multi-year campaign adding character to motorsport partnerships

Full character design - modelled, textured and rigged

All animations storyboarded through sketch

25 videos produced each year to bring awareness to motorsport events

A selection of animations from 2024

Porsche FE London E-Prix

Anyone who lives in London knows how annoying the tube can be, and has maybe even dreamed of flying through the underground on an electric vehicle? This animation brings that dream to life for the Porsche Formula E-Prix in London. The race to the race.

Ducati MotoGP Austin GP

Casting Francesco Bagnaia as Clint Eastwood, what better way to get on the right track for the Austin GP. A lot of inspiration was taken from the Toy Story 3 opening,

Porsche FE Tokyo E-Prix

The genesis of this animation came through playing with scale and reversing the characters from being small and cute to giants, like Godzilla. The Tokyo E-Prix seemed like the perfect race for this, and finding product placement for a flex pod was a bonus.

AMF1 F1 Melbourne GP

With NetApp cloud data storage and management software, you can always find what you're looking for. This was the brand messaging that formed an anchor as the video uses Aussie Rules to connect the MCG to Albert Park, 2 iconic sporting venues.

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ben@dxndesign.com.au