Commissioned through an advertising agency, this project involved producing a suite of 12 motion graphics variants for MyFitnessPal — built to A/B test CTA performance across Instagram, Facebook and TikTok.
Working from a script and storyboard developed by the client's in-house art director, I handled all motion graphics design and editing across the full set of variants. Each piece needed to hold together as a coherent creative while isolating the CTA variable — meaning the motion, pacing and visual language had to stay consistent enough across all 12 versions to produce data the client could actually act on.
The work spanned both feed and short-form vertical formats, requiring each variant to be adapted and optimised for platform without losing the integrity of the original creative. With 12 versions across multiple formats, the challenge was as much about maintaining quality and consistency at volume as it was about the craft of any individual piece.
The project is a good example of how I work within an existing creative framework — coming in at the execution stage, collaborating with an established team, and delivering at scale.