Concepted and designed a 14-second performance-style mobile ad for the Bee Calm wellness app, built around a character-led storytelling approach and optimised for mobile-first social platforms.
Use cases
Paid performance ads (conversion campaigns)
Organic social content
App Store pre-promotion assets
Portfolio demonstration of mobile-first motion design
The concept focuses on a clear emotional hook in the opening seconds, followed by a calm character interaction that naturally guides attention toward the product experience and final call-to-action.
The bee mascot serves as a visual anchor throughout the video, fostering emotional continuity and enhancing brand recognition while maintaining a soft, friendly, and non-intrusive tone.
The bee mascot serves as a visual anchor throughout the video, fostering emotional continuity and enhancing brand recognition while maintaining a soft, friendly, and non-intrusive tone.
AI tools (Adobe Firefly) were used during the exploration phase to generate and iterate on character visuals and ambient motion, while motion design principles were applied in After Effects to control pacing, hierarchy, and viewer focus. The final animation relies on subtle movement, clean transitions, and restrained effects to maintain a calm, premium feel aligned with wellness and mindfulness products.
