Motion Graphics at Scale
The Moment You Realise
Skills
After Effects · Motion Graphics · Production Systems · Format Adaptation · Brand Animation
Output
30+ assets · 6 video edits · 2 visual styles · every active social format
The Challenge
Volume and variation
Six stock footage selections. Two distinct visual styles. Multiple delivery formats spanning standard posts, stories, reels, carousel, and ad-specific variants, each with motion and static versions. Multiplied out, that's a significant asset matrix to produce and manage without errors or inconsistency.
Staying on-brand across motion
Translating static brand guidelines into animated assets requires judgement. How brand elements move, layer, and sequence isn't specified in a guidelines document. Both motion styles had to feel like they belonged to the same brand while being visually distinct from each other.
An airtight production system
With this many iterations, and amends coming in at multiple points across the production process, file organisation, naming conventions, and folder structure weren't administrative details. They were what made the project deliverable without rework snowballing.
The Process
1
Stock Footage Research & Selection
Six hero scenes sourced and selected for emotional tone, visual quality, and compatibility with the brand palette. Still frames pulled from each for static variants.
2
Motion Graphics — Two Visual Styles
Style A — Light & Fade.
Style B — Bold & Typewriter.
Both were built as After Effects templates
3
Format Adaptation
Each video adapted across feed (1:1), Stories and Reels (9:16), and LinkedIn (1:1 and 1.91:1).
Static variants produced alongside every motion asset.
4
Production Organisation
Four configurations: all-motion, all-static, static with animated end card, and individual assets with a standalone end card. Building blocks rather than fixed packages, so the social team could combine them however a placement needed.
The Outcome
The campaign ran across multiple windows in 2022 and 2023, timed to periods of lower organic search demand — when search interest in shared ownership dropped from peak, paid and social activity picked up the gap.
December 2023 results, year on year:
3,417
+19.7% YoY
New registrants
1,391,921
+1.5% YoY
Page views
+3.4% yoy
Property enquiries
source:Similarweb