Started by getting aligned on the core idea for Test & Learn 2025 and figuring out a motion system that actually fits the Optimizely brand. Since the Art Director and the motion team were already involved, the direction felt pretty smooth from the beginning.

Then moved into building the motion style. Kept everything clean, minimal, and consistent across the whole video. The focus wasn’t just making things move, but making sure everything feels like part of one system.

The hardest part was honestly the footage. Finding the right clips took time. I stayed away from generic stock as much as possible. Also didn’t want to just match visuals directly with the script, that usually feels too obvious. Instead, I picked footage that adds meaning and makes people think a bit, not just understand everything instantly.

After locking the footage, it was more about refining the pacing and making sure the motion feels smooth and intentional throughout.

In the end, it came together really well. Engagement was better than last year, and the stakeholders were happy with how the branding and motion turned out.