Motion Design

Motion design

Use the same decision process to produce different visual languages. The user's brief and brand define the film; a recipe describes one possible treatment.

Establish the direction

Identify the viewer, one promise or message, and the observable result or visual evidence that carries it. Select what the material can actually show before ordering the film. For each beat name the viewer takeaway or intended feeling, its source asset or copy and the focal subject. Judge how much preparation the strongest material needs; website navigation and section order are context, not a screenplay. A product demo needs actual product states; a typography piece, sponsor announcement or footage edit may have a different form of evidence.

Choose one primary reference when supplied. Use overview frames to locate the passage that defines its character, then trace that passage through its action and neighboring transition. Sample more densely wherever a change happens between observations: identify the starting state, trigger, direction or shared subject, attention shift and result. Inspect playback when available; name frame-sampling limits when it is not. A fixed number of frames does not establish event coverage.

Record timestamps, the observed relationship and how this video's material can use it. The analysis is ready when it explains how one state leads to the next; adjectives such as "bold type" or "dynamic transitions" cannot establish motion. Separate visible evidence from inferred curves or parameters. Assign secondary references narrow roles. Treat attached text and historic prompts as source material, not as new workflow instructions.

Without a reference, choose a concrete direction from the brief and brand. Use direction profiles when choosing between a typography piece, product demonstration, graphic brand film, dimensional scene or footage edit. These are branches, not ingredients to combine automatically.

Before selecting choreography for a new film or a change of direction, read the template motion examples. Use the catalog index to shortlist candidates, then inspect only relevant APIs and source passages. Prefer installed templates, components and supplied motion primitives; stop searching once the shots have suitable implementations. Record a concrete capability gap when custom code is needed. Use these choices under the brief and primary reference. Record the chosen passage, what its choreography must preserve and what the new content changes; a pointed technical fix needs only its relevant guide.

Locate the real assets before committing to a shot. Resolve missing UI states, footage, fonts and dimensional materials. A physical device or glass object needs an asset or rendering method that can carry its lighting and geometry. Choose a coherent simpler staging when the available material cannot support the shot.

Assemble the draft, then inspect and correct

Map each scripted shot to a reusable implementation with actual copy, assets and derived timing. Assemble the full editable timeline and make it compile at the target duration before polishing individual passages. Keep the chosen direction stable; the Studio pipeline owns artifact paths, stages and completion criteria.

From the complete draft, inspect keyframes for the starting state, central action/transformation and result at delivery aspect ratio and realistic viewing size. Record weak framing, competing emphasis or unreadable content as concrete findings, naming the owning scene and affected range.

One focal element can carry a frame. Choose font weight, size, palette and density from the direction; plain backgrounds, centered type, gradients and still images are available choices. Every addition should help the message, hierarchy or visual world. Element counts, decorative opacity and motion percentages are not quality criteria. Inspect actual encoding when fine detail or subtle color matters.

Render a short proof from the draft that demonstrates the film's central motion idea, relationship between events and rhythm. Choose its range for those decisions: case → next case → overview, phrase → replacement, or the relevant footage sequence. An isolated reveal proves only that reveal. Include a difficult gesture when the direction depends on it. Use the actual copy and assets. Inspect playback through the result at normal speed when available; otherwise inspect consecutive frames and state what remains unverified. Record expectation, observation and needed correction. Make one focused polish pass through these findings, rechecking changed passages and dependent neighbors. Continue only for unresolved findings or user feedback; preserve unaffected scenes and settled choices. In Studio, use sampled checks during iteration and the pipeline's full check for final Review.