SONJA GERACSEK | MOTION DESIGN

SITUATION

For the zooplus Cyber Campaign, the brief was to create an animated ad that could scale across multiple European markets and formats.

The video needed to work for social media and TV while remaining consistent with the zooplus brand.

Localisation quickly became the core challenge. Different languages introduced varying text lengths, special characters, and typographic rhythms.

The task was not to create multiple versions of the same animation, but to design one system that could adapt without losing structure or quality.

SOLUTION

The animation was built as a modular graphics package in After Effects, driven from a single master composition. Instead of duplicating layouts per market, flexibility was introduced through point controls and dropdown menus.

A simple toggle allowed the animation to adapt per market and another per format while keeping the same underlying setup.

Language behaviour and layout changes were handled through controlled parameters, making it possible to preview native copy early and adjust responsively.

A small expression refinement ensured the toggle behaved cleanly in the timeline for the “new deals every week” scene.

The system was designed to work with localisation rather than against it.

SUCCESS

Scaled a single animation system across multiple markets and output formats while maintaining motion quality or brand consistency.

Delivered localised versions that felt native to each market while remaining unmistakably part of one cohesive campaign.

Proved that treating localisation as a design challenge unlocks creative flexibility rather than adding production overhead.

Accelerated production by launching across several regions from one shared, reliable setup.

Future‑proofed design setup with a scalable motion framework built to support new markets, formats, and iterations.