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Challenge
A montage of SaaS and how-to projects — product interfaces, feature explainers and onboarding films, animated so the product makes its own case. Broadcast craft at product pace.
Approach
Product motion usually gets commissioned as decoration: a transition to cover a state change, an animation that makes a loading spinner bearable. This reel argues the opposite — that broadcast craft works harder in software, because people look at software far more often than any title sequence.
The three sections are deliberately unalike. Dashboard animation demands restraint, where motion’s only job is to explain what just changed without asking to be noticed. The product promo runs the opposite way, using interface screens as compositional material rather than documentation. The typographic sequence leaves the interface behind entirely and works on tone.
What connects them is timing. Broadcast knows how long a viewer will wait, when to cut and how long to hold. Very little of that has made it into product design, where durations tend to get copied out of a component library.
The reel is the case for bringing it over.
Sequence Stills
CG Work
Motion
Results