Pivoting from Ads to Apps: My Transition from Marketing to Product as a Motion Designer
A Journey of Purpose
When I first set out to become an animator nearly a decade ago, I pictured a clear, linear path — one that led straight to Hollywood studios and cinematic storytelling. I never imagined that my career in motion design would eventually intersect with marketing, technology, and product design. Yet, the best creative journeys rarely follow a straight line.
I began my studies in 3D Digital Design at the Rochester Institute of Technology, captivated by the craftsmanship of digital artistry. While others gravitated toward film or gaming, I found myself drawn to the intersection of realism and storytelling — where movement, texture, and timing could transform static visuals into something emotionally resonant. Discovering Adobe After Effects became a turning point. Through kinetic typography and visual experimentation, I found a new language for design — one that blended clarity, rhythm, and communication.
Motion Design as a Bridge
My early career in advertising opened doors to exciting challenges and collaborations. Working on CGI-driven campaigns taught me how to translate complex ideas into visuals that could connect with audiences instantly. It was fast-paced, strategic, and endlessly creative — an environment where storytelling met measurable impact.
Yet, the more I worked on campaigns, the more I began to ask deeper questions:
What happens after the ad ends? How does motion continue to serve the user once they’re inside an app or product?
Those questions became the foundation for my transition from marketing to product design. I began to see motion not as an embellishment, but as a functional language — one that could guide users, create emotional continuity, and bring humanity into digital interfaces.
Making the Pivot
Deciding to pivot from marketing to product design wasn’t a single “aha” moment — it was a slow accumulation of realizations. Over time, I found myself more intrigued by how motion could support user experience than by how it could drive engagement metrics.
It started with side projects. I began collaborating with product teams at a fintech startup, introducing motion into prototypes and seeing firsthand how even the smallest interaction — a button easing into place, a success animation after a task — could make users feel more connected to the product.
That experience was eye-opening. It made me realize that motion design could be more than a storytelling tool — it could be a design principle. Still, leaving a familiar industry wasn’t easy. I had built strong relationships, momentum, and credibility in the advertising world. I spent a full year having honest conversations with mentors, colleagues, and friends, weighing the risks and rewards.
What ultimately convinced me was this: I wanted my work to have a longer life span — to be part of experiences people returned to daily, not just campaigns they scrolled past. That shift in purpose made the uncertainty of change feel worth it.
Leading Through Change
Shifting from advertising to product design required more than learning new tools; it demanded a new mindset. I had to reimagine what motion design could do when success wasn’t measured in views or clicks, but in usability, clarity, and delight.
That pivot taught me some of the most valuable leadership lessons of my career:
Empathy is essential. Whether designing an ad or an app, understanding the user’s experience is what drives meaningful design.
Collaboration is power. Motion design sits at the intersection of disciplines — it thrives when engineers, designers, and storytellers share a vision.
Adaptability is leadership. Growth happens when we’re willing to step into unfamiliar territory and learn alongside others.
Today, my focus is on shaping motion systems that elevate digital products — creating experiences that feel natural, intentional, and human. The same principles that once guided my work in advertising now inform how I think about design systems, accessibility, and the emotional rhythm of interaction.
A Call to Evolve
Looking back, I’ve realized that motion design has always been about connection — whether it’s capturing attention in a crowded feed or guiding someone through a new interface. The tools and platforms may evolve, but the purpose remains constant: to make experiences more intuitive, expressive, and human.
For anyone navigating a similar shift — from marketing to product, from storytelling to systems — know that your creative background is not a detour. It’s a foundation. Every skill you’ve honed, every campaign you’ve crafted, becomes part of a broader design language that can shape the future of how people interact with technology.
I believe motion design is entering a new era — one where it no longer lives just in the world of ads and entertainment, but at the heart of how people experience digital life. That’s a conversation I’m passionate about continuing, especially with others exploring how we can push this medium forward together.
