Air.inc — From Clutter to Air

Air is a creative operations platform that brings files, reviews and approvals into one place. As a trial task, I took one line of script from Air's launch video and turned it into a finished 1:59 animation, from concept and style frames to the final cut:

"Let's say you're a creative at a salad company with 212,000 files. The average creative team spends 3 months each year hunting, tagging, and reviewing content across Figma, Slack threads, text messages and emails."

What comes before this line? The viewer needs a reason to trust an AI with their files, so the video opens with a hook about how far AI has come.

What does the creative feel? Not frantic, but buried. 212,000 files is less a number than a pile you can't see the bottom of.

What does "Air" look like? The name answers the problem. If the pain is clutter, the brand is space, light and room to breathe.

01 The hook: a viral-style comparison of AI avatars from 2020, 2022 and now, built to earn attention in the first 3 seconds.

02 Meet Air: the small video window scales outward until the whole screen is open sky, and "Air" is drawn as a single line. The narrator never leaves the frame; the world around her changes, which is the whole promise of the product.

03 The pain: 212,000 files burst into a browser of abandoned file cards with random tags and comments. At the peak of the chaos, the badge turns into Air's own voice: Make art, not admin.

04 The solution: folders drop in, the library fills row by row, and Air reads each file with smart tags, summaries and colors. A Kanban card moves to Ready to ship, and one prompt finds a single clip out of 212,000.

05 Closing: three months a year become 1 to 3 days, the chaos collapses into one window, and the video ends on an invite to start free.

Every style frame was built in Figma at 16:9 with named, separated layers ready to animate: narrator, sky, UI, type and cards move on their own. Each board carries the narrator script, change strips ("from this, to this") and the in-between states, so the animation step had no guesswork.

In motion there are no cuts. Each scene hands something to the next: the hook card becomes the Scene 2 window, a thumbnail becomes the preview, the chaos becomes the vortex. The camera moves instead of the picture, with a smooth ease-in-out and no bounce, because the brand is about breathing room.

Every scene was checked against Air's brand guidelines and help docs. The product UI follows Air's real layout, the type pairs a condensed face for short bold headlines with a cursive word for emphasis, Air blue leads while flash red and ember orange only appear in badges, and the voice stays calm and plain until it peaks on "Make art, not admin."

Tools: Figma for style frames, After Effects for animation, Photoshop for image work. Music, sound effects and voiceover complete the edit.

Created as a trial task for Air, not an official campaign. Air's name, logo and fonts belong to Air.