Serviços Já - Animation & Motion for a Services App

Serviços Já is a home services app that connects families with trusted local professionals like gardeners, roofers and painters. The goal was to give a digital product a warm, human feel, so I created the whole world in a handcrafted felt stop-motion style, designing every character and every corner of the scene to look soft, tactile and alive, turning a simple service app into something cozy and memorable. I handled the concept, the character design and the animation from start to finish, using an AI-assisted pipeline and hands-on work in After Effects as tools to bring the whole idea to life.

It all started on paper, with rough pencil sketches that set the staging, the mood and the pacing of each scene before anything got rendered. This groundwork is what makes the felt character design feel intentional and crafted, guided by direction rather than left to chance.

Each character was thought out and created to feel like a real felt puppet, with soft edges, visible wool texture and small imperfections that make them feel human. These turnarounds show the character design from every angle.

The felt world wraps around a product, and the app shows up right inside the animation, blending into the handcrafted scenes so it feels like a natural.

A digital service made to feel handmade, Serviços Já shows how a warm, tactile felt style can give a tech product personality, and how good character design and animation can turn a simple app into a story worth watching, proving that using AI as a tool doesn't mean cutting corners, because when it's guided with real craft and direction, the results can be incredible.

Concept, character design, art direction and animation: José Marcos 

Tools used: After Effects and an AI-assisted pipeline (Higgsfield)

Portfolio: josemarcos.myportfolio.com · LinkedIn: linkedin.com/in/josemarcosmotion