Woom Motion Toolkit

In 2023, Woom were celebrating its 10th anniversary and looking to launch its “10 years of magic moments!” campaign. They wanted to create an animated framework that would carry them through the whole year and be rolled out to different audiences across multiple countries and languages.

The animated graphics needed to work as part of longer emotional hero videos that incorporated shot footage, as well as for short product-oriented sales pieces. They required high flexibility and scalability to cover all these various assets and needs.

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Given the scope and flexibility required, we opted to create a motion toolkit for the campaign. The toolkit would give Woom the ability to create video content for the initial launch and any future content required for the campaign going forward. This meant they were equipped with the tools to create the known marketing assets as well as any additional, ad-hoc requests down the line.

We took their brand elements and began an extensive R&D phase. Diving into design and layouts initially, before experimenting with bringing these to life through motion experiments to set a tone for how the brand should move.

Once set, we went through a process of animating each of the required assets that would form the motion toolkit. This included different styles of type animation, ways of transitioning between footage or graphics, multiple logos, animated accents and flourishes. All the time receiving feedback and refining the individual elements.

The final piece of the puzzle was packaging it all up into an easy-to-use After Effects project that any motion designer could jump into and utilise to create on-brand dynamic content. This involved built-in customisation, along with a series of ‘how-to’ guides in both written and video form.