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Most motion designers write scripts that sound good.
Then they try to animate them.
That’s backwards.
I write scripts for the animation first — and it completely changes how the video comes together.
Here’s my process 🧵
1/5 — Start with the problem
I don’t start with the product. I start with the problem.
What is frustrating the viewer? What’s wasting their time? What’s stopping them from getting the result they want?
Find the pain before you introduce the solution.
2/5 — Write the hook
Your first line has one job: earn the next few seconds.
I keep it short, direct, and relevant to the viewer.
No “We’re excited to announce…”
Give me a reason to care before you tell me what the product does.
3/5 — Write for visuals
I don’t ask “what should the VO say next?”
I ask:
“What changes on screen next?”
Every line needs to create a visual opportunity. If I can’t imagine something interesting to show, I rewrite the line.
4/5 — Cut the bullshit
Motion design videos have limited time.
So I remove anything that doesn’t move the story forward.
No filler. No unnecessary explanations. No feature dumping.
The visuals can explain what the VO doesn’t need to.
5/5 — End with the outcome
Don’t finish by repeating the features.
Show me what changes for the user.
Problem → Solution → Feature → Outcome → CTA
Then ask:
“Can I actually animate this?”
If not, the script isn’t finished.
The network for creativity
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Motion is a way to take something complex and give it rhythm, structure, and meaning.
That’s where I believe motion design makes the difference: not by adding movement to every frame, but by knowing what to show, what to leave out, and where to guide the viewer next.
Because when the story is clear, the product has a better chance to be understood.💭
Knowing what to leave out is the hardest part to explain to a client who wants everything moving at once. Do you talk them down from that up front, or just let a restrained first draft make the case on its own?
I gave myself the task of gathering some cool references of motion work for my own creative development, but I also wanted to share them with the Contra community. This one is a great example of 3D and 2D mix, with great text animation. I don't do a lot of 3D work, but I have always loved the way it looks and it definitely brings videos like this one to a whole other level.
Created by the team at https://www.ravie.co/
One of my favorite trends lately is how brands use 3D objects in the identity. Love what you did here building a unique world.