TUI Reel
Client
Client
TUI
Role
Role
Motion design, AI-assisted workflow
Outcomes
The reel was shown to a senior TUI stakeholder at the end of week two. It was greenlit outright and led directly to a full redesign of the app, all without the storyboard ever being locked.
The reel was shown to a senior TUI stakeholder at the end of week two. It was greenlit outright and led directly to a full redesign of the app, all without the storyboard ever being locked.
The Brief
An earlier UI phase hadn’t landed with TUI, which led to a brand reset. I was brought in for the motion phase: a 90-second animated reel to sell the new direction to senior stakeholders.
An earlier UI phase hadn’t landed with TUI, which led to a brand reset. I was brought in for the motion phase: a 90-second animated reel to sell the new direction to senior stakeholders.
The Challenge
Neither the storyboard nor the designs were signed off when I started. Copy tweaks and asset swaps are manageable, but the compositions kept changing, and every change cost hours of rework.
Neither the storyboard nor the designs were signed off when I started. Copy tweaks and asset swaps are manageable, but the compositions kept changing, and every change cost hours of rework.
Proving the Concept
Before going further, I built a rough 10-second snippet set to music to show the thinking. It grew to around 20 seconds, and the client’s response was clear: this is exactly what we wanted, carry on.
Before going further, I built a rough 10-second snippet set to music to show the thinking. It grew to around 20 seconds, and the client’s response was clear: this is exactly what we wanted, carry on.
Building Under "Reel" Pressure
The plan was a rough cut in week one, then timing refinement in week two. In practice, the first days were spent animating while designs were still shifting, and week two became a sprint.
The plan was a rough cut in week one, then timing refinement in week two. In practice, the first days were spent animating while designs were still shifting, and week two became a sprint.
Where AI Fits In
After Effects’ AI assistant, then in beta, helped me keep pace. It sped up a section that was dragging and handled fiddly work like reversing keyframes and swapping assets. That bought back time for timing, which is what decides whether a reel lands.
After Effects’ AI assistant, then in beta, helped me keep pace. It sped up a section that was dragging and handled fiddly work like reversing keyframes and swapping assets. That bought back time for timing, which is what decides whether a reel lands.
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
…SOMETHING
…SOMETHING
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
ALWAYS THINKING…ALWAYS LEARNING…ALWAYS CREATINg
…SOMETHING
…SOMETHING