YouTube
A motion system that survives being handed to someone else.
What it was
Motion graphics for a creator-facing campaign, delivered as a system rather than a folder of finished files. Lower thirds, transitions and end screens ship as editable templates with the rules written down, so teams in other markets can produce their own cuts without the campaign drifting.
- Brand
- YouTube
- Year
- 2021
- Sector
- Platform
- Lane
- Motion graphics
How it was made
The brief
Work that gets localised is not finished when it is delivered. It is finished when someone in another market can extend it without asking a question. The brief is written for the second editor, not the first.
The rig
One resolution, one type scale, one set of motion curves. Nothing is hand-keyed where an expression can hold the rule, because a hand-keyed frame is a rule that only exists in one file.
The system
Lower thirds, transitions and end screens ship as editable templates with locked type, locked timing and one editable field each. The template is the deliverable; the finished cut is the demonstration of it.
The pass
Templates are tested by rebuilding a finished cut from scratch with them. If someone who did not make it cannot rebuild it in under an hour, the system is not done.
Same rig, every account, every working day.
Every angle in flight moves every working day. Something you can look at, not a status update. If we miss a day, you don't pay for it.