Performance marketing is all about speed, scalability, and consistency.This ongoing body of work focuses on transforming static creative into motion that feels alive while still on-brand. For this ongoing body of work, I’ve produced over 100 Smartly templates across promos, supercharged assets, and UGC formats.
Each template is designed to adapt easily to new campaigns and markets, using AI-assisted workflows and custom logic to templatise animation systems. This allows the team to generate dynamic variations quickly without sacrificing quality or storytelling intent.
A big part of this work has been finding the balance between automation and craft, creating motion systems that hold onto Xero’s tone, rhythm, and design integrity even as they scale across different channels and audiences.
This example shows how I take a static campaign image and bring it to life through motion.
Starting with the still frame, I layered in speed lines, smoke trails, subtle body movement,
camera shake, and animated UI elements to give the ad a strong sense of energy and purpose.
Once the motion pass was complete, I built a Smartly template with dynamic branding and CTA elements.
This setup made it easy to update copy, headlines, and calls-to-action on the fly, while automatically
adjusting for different aspect ratios across platforms. It allowed the creative to scale seamlessly for
a range of channels without rebuilding each variation from scratch.
This dynamic motion approach has a measurable impact on performance. For Xero's FY25 lower-funnel Q1
results on Meta, animated assets outperformed static and even standard video formats: