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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.
My broadcast work focuses on turning fast-moving information into clear visual stories. Typography establishes hierarchy and guides the viewer, while imagery, composition, and graphic elements provide context without competing with the message.
Typography is the voice. Motion gives it rhythm.
A little music, a little nostalgia, and a lot of type—bringing National Jukebox Day to life with a playful editorial graphic.
A celebration of crispy edges, fluffy centers, and the very important question of what goes on top.
My social and digital work focuses on creating engaging content that communicates clearly across platforms. Motion, pacing, and visual rhythm help bring campaigns and travel stories to life, while supporting visuals and typography keep each piece connected to its message.
The storyboard mapped out the visual direction and shot progression for the Keurig promotional video, translating the concept into a clear visual sequence. Each frame helped guide composition, pacing, and transitions from the initial concept through production.
A branded promotional video, combining product-focused cinematography, visual storytelling, and editing to create engaging short-form content.
Role: Storyboarding, Cinematography, Editing, Sound Mixing
Tools: Adobe Premiere Pro, Final Cut Pro & Adobe After Effects
Role: Storyboarding, Cinematography, Editing, Sound Mixing
Tools: Adobe Premiere Pro, Final Cut Pro & Adobe Photoshop (Cover Photo)
Synopsis
When a harmless Pajama Day joke lands them in detention, a group of residence life students quickly learns that bringing a mattress into the university dining hall is apparently not considered appropriate school spirit.
Forced to spend the day together under the watchful eye of a strict detention monitor, the group passes the time with increasingly chaotic shenanigans, revealing their personalities—and perhaps bonding along the way. But when the opportunity presents itself, they decide that serving their sentence is overrated. With the detention monitor temporarily out of the room, the group makes their escape, leaving behind one very confused university staff member and a mattress that started it all.
A playful Breakfast Club parody about friendship, bad decisions, and learning that sometimes the best campus memories come from the moments you definitely weren't supposed to be making.
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