Why Starting with Motion Design Leads to a Better Process

We spoke with Lawrie Mallyon to explore why bringing motion design into the process early can make such a difference. He explains how a clear motion workflow not only saves time and resources, but also leads to stronger, more intentional creative outcomes. When motion is considered from the start, the final piece doesn’t just function - it feels cohesive, confident, and truly brings the idea to life. 

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What happens when motion design is added too late?

It’s where the cracks start to show. Everything can look great on paper - the brand is refreshed, the visuals are approved, but when you force motion onto a static idea it often doesn't fit. The way the assets should move hasn’t been fully considered and this has led to multiple rounds of avoidable amends.

It’s rarely the idea itself that’s bad, it’s usually that the process didn’t make strategic space for movement in the first place. There’s a huge difference between motion that works and motion that sings, because when motion comes in last you’re constantly troubleshooting rather than actually creating.

If you intentionally include motion from the start, it influences the choices you make along the way and usually leads to a better end product(s). For example, you can animate a static brand at the end and it will work - but you’ll almost always get a better result if you design with motion in mind from the beginning. When the end result is well-defined early on, the work is more considered and cost-effective, but historically, motion wasn't always prioritised. So now most agencies would agree that if you’re developing a brand and not thinking about how it works in motion, you’re likely to fall behind.

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What is a classic example of how late involvement of motion becomes a barrier?

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Storyboarding is the classic example. 

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We have in the past inherited beautifully designed boards from talented teams that fall apart when brought into a timeline. Designers and stakeholders can focus on how static frames look without considering the flow (the movement from A to B) and motion brings with it time, sound, and viewer attention. If those factors aren’t considered up front, you can end up cramming too much into a scene, saturating the viewers’ primary focus and creating wobbly foundations from which to begin animating.

Buff describes itself as a creative partner, not just a supplier. What does that mean for your agency clients?

We try to act as more than a vendor - we act as a collaborator and a pressure test. That means getting involved earlier to protect the creative vision and ensure ideas land with maximum impact. When motion issues appear, it’s rarely the client’s idea that’s broken - it’s usually a process that fails to support it. By getting in early we spot weak points, shore up hand-offs between concept design and dynamic execution, and build workflows that protect both the creative work and the client’s reputation.

Guiding clients who aren’t familiar with this workflow means providing clear, structured support throughout the process. We explain what each stage is for, why it’s important, what we need from them, and how it informs the piece overall. Some early questions might seem odd to a client who just wants a video, but there’s always a method in that madness, so explaining the “why” helps clients understand the value of the process.

We try to constantly evaluate how we run projects. The high-level order of stages from scripting, concept, audio, etc., remains, but the ways we get the best out of those stages change. For some projects and clients we’ll see the requirement to  put more time into initial meetings or an exploration stage (the “work before the work”) to help them solidify their brief and goals. That early discipline - drilling into the brief and challenging assumptions, means pre-production starts on firm ground and fewer painful amends happen later. The way we communicate with our collaborators is also key and varies across clients and projects depending on which will yield the best method to build a strong relationship and give the best experience for everyone.

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What essential advice should every creative team know about motion campaigns?

Lean on your motion experts and involve them sooner rather than later. Great outcomes don’t come from filling every gap internally, they come from true collaboration with a trusted partner who understands your goal and proposes the best way to deliver it. The projects that make real impact are built on strong collaboration, a clearly defined goal, and a solid brief.

Trust your motion partner to pressure-test ideas early, clarify the brief, and set a process that balances creative exploration with commercial realities - that’s how motion goes from being an afterthought to a strategic amplifier for your brand.

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FAQs Expert Insights for Creative Teams

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Why do static storyboards often "fall apart" during the animation phase?

Static frames focus on appearance, but motion introduces time, sound, and viewer attention. When motion isn't considered early, designers often cram too much into a scene which ends up saturating the viewer’s primary focus. This makes the core message get lost in the noise. By involving a motion partner at the concept stage, you ensure the transition from "A to B" is seamless, and that the pacing allows the audience enough headspace to absorb vital information.

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How does motion design act as a "brand definition" tool rather than just a visual effect?

Much like typography, motion conveys specific brand characteristics. Whether it’s playful, serious or energised. Lawrie emphasises that motion is an emotive part of the brand arsenal. In a digital landscape where attention is scarce, how a brand moves confirms its identity. Early motion planning ensures that every transition and timing choice reinforces the brand’s strategic position, rather than just filling a slot in a media plan.

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What is the financial and operational benefit of a "front-loaded" motion strategy?

Late-stage changes in motion, such as script edits or pacing adjustments, can require redoing entire sequences, leading to high "knock-on" costs. A structured, incremental process allows for "exploration inside guardrails." By pressure-testing ideas and challenging assumptions during the exploration stage, Buff Motion helps clients avoid painful amends later, making the final animation phase a more "creatively satisfying" and cost-effective experience for everyone involved.