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Estefania Cruz
Motion Design
Motion is an extension of my visual design practice, giving ideas movement, rhythm, and another layer of storytelling. From brand campaigns like After Hours to social content, editorial graphics, and broadcast, my work brings together typography, imagery, and animation to create visual experiences that communicate clearly, build energy, and capture attention.
Motion Direction
The established After Hours visual system was translated into motion through animated typography, layered imagery, graphic elements, and rhythmic transitions. Movement was used to build anticipation and reinforce the energy of the one-night-only experience, while maintaining the visual consistency established across the campaign.
From Static to Motion
The static campaign assets provided the foundation for the motion system, allowing typography, color, texture, and imagery to move seamlessly across social formats. Animation introduced pacing and visual hierarchy, helping each piece capture attention while remaining connected to the larger identity.
I explored movement through typography, transitions, layered imagery, and graphic elements, using pacing and repetition to create a visual rhythm that felt energetic and immediate.
Technical Approach
Typography
Compositing
Editing
Effects
Kinetic typography · text animation · timing
Layered imagery · masking · blending · texture
Particle systems · distortion · environmental effects
Pacing · sequencing · transitions · sound synchronization
Tools:
After Effects · Premiere Pro · Photoshop · Illustrator
Technical Approach
The final motion assets extended the After Hours identity into social-first content designed to capture attention quickly while maintaining a consistent visual language across the campaign.
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