NEOL. Making of the Hero

NEOL develops CuGlide™, a copper-based lubricant technology that reduces wear between metal parts.

I recently designed their website. The hero was the hardest part: two gears in contact, with a thin copper film where they meet. That's why I built it in 3D instead of generating it: AI video can't give that level of control and precision.

From the first draft to the live site.

Sleek work!

A Friday pick from the archives. I made this for Whale a few months ago, and it’s still close to my heart. The task was to explain a product with several features without making viewers work to understand it. I kept the structure simple: the problem, the main solution, then the extras. First, scattered company knowledge and the same questions being asked repeatedly. Then, how Whale puts answers inside the tools teams already use. Recording processes and training quizzes come later, once the main value is clear. That order matters. Viewers should understand why they need the product before learning everything it can do. I took the same approach with the animation: calm transitions, focused UI, and time to follow each action. Still proud of this one. Not because I squeezed everything in, but because I gave the important parts enough room.

Smart to hold the quizzes and recordings until the main value lands. Most explainers cram every feature into the opening seconds.