Motion design
Briefing a motion designer in Manchester: what to prepare
A practical brief for app demos, advertising and social motion: objectives, assets, formats and feedback, from Ed McCulloch in Greater Manchester.
By Ed McCulloch ·
Start with the job the film needs to do
A motion brief becomes much easier to price and plan when it has one clear purpose. An app demo might need to explain a workflow. A social advert might need to make one benefit memorable. A digital out of home film needs to communicate quickly, often without sound. These are different creative problems, even if each deliverable is fifteen seconds long.
If you are looking for a motion designer in Manchester, begin with the audience, the placement and the action you want viewers to take. A short paragraph on each is more useful than a long list of effects.
Separate the message from the animation reference
Share the script or the key points in order, then include two or three visual references. Explain what appeals to you in each: the type, the pacing, the camera movement or the way a product is introduced. This gives the designer room to develop a direction that belongs to your brand.
For SaaS and app videos, decide which product journey matters most. Trying to demonstrate every feature can make the film difficult to follow. A useful starting structure is a specific problem, a clear interaction and a visible result.
Prepare assets that can be animated
For UI motion, supply the relevant Figma screens, brand guidelines, fonts and an explanation of the real product behaviour. Note which interface elements are final and which may change. A designer needs to know whether an animation is an accurate demonstration or a conceptual presentation.
For a product or brand film, gather logos, product images, existing footage and any approved copy. List missing assets early. Retouching, 3D work and image generation may need their own development and review time.
Agree formats and feedback before production
List the intended aspect ratios, duration, sound requirements and delivery deadline. A portrait social cut is not always a simple crop of a landscape master. For large-format screens, include the actual delivery specification from the media owner.
Choose one person to consolidate feedback and identify who approves the copy, visual direction and final film. Separating those decisions helps avoid rebuilding an animation because the message changed at the end.
Working together from Greater Manchester
I’m Ed McCulloch, a motion designer and retoucher based in Salford, Greater Manchester. My work spans After Effects animation, advertising, UI motion, compositing and AI image-making, with agencies and brands in the UK and internationally.
Send the objective, reference links, available assets, intended formats and deadline with your enquiry. That gives us a practical starting point for discussing the scope.