Driving 3x Production Velocity Through Systematized Motion & UI
Client
WhatsApp for Business
Role
Senior Visual & Motion Designer
Responsibilities
Centralized UI Library & Video Ad Templates
In 2024, our team revamped the ad production process to increase volume and performance without sacrificing brand quality. To support a shift from 3-week turnarounds to 1-week sprints, I co-developed a scalable ecosystem that empowered 50+ designers to execute high-performing creative at 3x the speed.
The Impact
3.4x more ads created in just 10 weeks.
47%+ Facebook engagement and 54%+ unique clicks.
$500k saved in HoH spend through increased production efficiency.
Building a "Single Source of Truth" for Motion and UI
We eliminated the friction of digging through Drive folders by building a live-preview library. This gave ~50 designers instant access to AE project files and UI components, cutting down asset-search time.
Ensuring Brand Continuity Through a Living UI Ecosystem
I maintained and scaled our component library to ensure every ad stayed synced with evolving product features and brand guidelines, preventing "creative debt" across high-volume campaigns.
Animating the Messenger Ad Template Suite
Working within Messenger's established motion system, I animated a suite of Messenger ad templates designed for high-volume creative production. My role was to apply the motion language with precision, ensuring timing, easing, and transitions were consistent enough to serve as the reference standard for the broader team.
The result was a set of plug-and-play templates that empowered designers to produce brand-compliant Messenger ads without needing to rebuild motion from scratch each time.
1. Reasons to Believe This ad type uses value-prop storytelling to drive awareness and conversion.
2. Tips Inspire SMBs to advertise with tips, best practices, and educational resources that facilitate practical learning.
3. Awareness More conceptual ads are designed to create awareness and interest. Visuals inspire click-through to LPs but do not provide step-by-step
4. Spotlights Customer stories provide powerful social proof for convincing SMBs to try their advertising strategies.
Streamlining the Creative Handoff with Storyboard & Copy Guidelines
To bridge the gap between copy and design, I developed storyboard guidelines that standardized how marketers and writers briefed the creative team, ensuring every ad was "template-ready" before production began.
From System to Screen: High-Performance Creative at Scale
The synergy between the UI library and the video templates allowed us to produce a high volume of diverse, data-driven ads that significantly outperformed previous benchmarks.
The Impact
3.4x more ads created in just 10 weeks.
47%+ Facebook engagement and 54%+ unique clicks.
$500k saved in HoH spend through increased production efficiency.