SONJA GERACSEK | MOTION DESIGN

SITUATION

At zooplus, motion design plays a central role across Paid Social, App, SEA, YouTube, OOH and supplier collaborations.

Campaigns frequently require high output volumes, multiple aspect ratios, and multi‑language versions, often under tight timelines.

Relying on one‑off animations in this context would quickly lead to fragmentation.

zooplus needed a way to scale motion design across channels and markets while maintaining a consistent visual language, reliable localisation, and production efficiency.

SOLUTION

The motion design approach was built around a template‑first system in After Effects, supported by automation and Essential Graphics.

Reusable templates and graphics assets formed the foundation of the system.

A single master animation defined timing, spacing and motion behaviour, while modular pre‑comps encapsulated recurring elements such as titles, badges, CTAs and endcards.

Editable parameters were exposed through Essential Graphics and controller layers, creating a controlled interface for adaptation.

Expressions handled layout logic, conditional states and format awareness.

Localisation and aspect ratios were accounted for with a central controllers, per‑language copy mapping and script‑safe typography to support multiple markets and formats, removing the need for manual resizing or duplicated timelines.

This setup shifted the focus away from repetitive production tasks and toward maintaining clarity, consistency and narrative quality.

SUCCESS

Enabled to deploy a single motion design system confidently across multiple channels, formats and markets while maintaining a consistent motion language.

Established scalable motion framework that supports ongoing high‑volume campaigns.

Reduced production friction and manual labour.

Increased speed to market, and ensured  reliable and on‑brand motion design under pressure.

Shifted focus away from technical rework and toward clear, effective communication at scale.