I led the creative direction for a series of concept bus wraps for Universal Orlando Resort, built around the idea that the adventure could start before guests entered the park. The selected concepts used 3D-modeled cutaway scenes to show Universal characters and worlds seemingly occupying the interior of each bus, turning the fleet into moving story spaces.
Designing bus wraps that made Universal’s stories feel alive before guests even arrived.
My role included concepting, directing the visual development, guiding the 3D team, and presenting the work to the client.
Scope
- Creative Direction
- Visual Concepting
- 3D Team Direction
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Project Outcome
Challenge
Transit wraps are usually treated as surface graphics, but this idea depended on creating believable depth, interior illusion, and franchise storytelling all at once. The work had to feel bold, readable, and production-ready while selling a more ambitious creative vision.
Results
The chosen direction resonated strongly with the client and emerged as the leading concept. Even though it was not ultimately produced, it served as a successful proof of concept for a more immersive approach to fleet branding.