Distinctive motion design for paid media marketing

A recent conversation with motion designer Tyler Jack Cross revealed how distinctive motion design can sharpen marketing campaigns and set brands apart. Here are the key lessons from Tyler and how marketers can put them to work.

The motion designer’s role in marketing

While Tyler doesn’t describe himself as a marketer, his creative expertise is central to shaping modern campaigns. “I’m probably someone who works for the marketers, bringing a different angle and maybe thinking about the things that a marketer wouldn't think about, which is more about the execution of the creative and is it on trend, is it high production value while still achieving those objectives?” he explains.

A creative lead like Tyler adds value by challenging briefs, unearthing overused trends, and pushing campaigns beyond the predictable.

Filling the motion content gap

Many clients recognise their competitors’ use of motion content but aren’t sure how to produce it or even what to call it. Tyler often begins with a consultative approach, “It’s often just, ‘We aren’t doing this and we don’t know how to go about doing it.’ The first part of the journey is often helping them to identify what’s missing.” He guides teams toward simple, high-impact animated content before recommending larger investments, ensuring efficient use of resources and measurable campaign improvements.

Navigating trends without losing identity

The pace of change in motion design is rapid. Recently, high-energy motion blur dominated, but now “it’s all low frame rate…so it feels a little bit imperfect,” Tyler notes. Blindly following trends is risky: “If you just turn on motion blur, it could easily look dated and like you didn’t get the memo on it no longer being a trend.”

Tyler urges individuality: “It’s on trend in terms of not feeling dated and reverting to an old trend, but it’s also being kind of innovative enough to not just feel like another piece of content that’s being churned out.” Avoid the trap of trend-chasing; instead, find a fresh take that still fits the brand.

Asset longevity and relevance

Creative assets can turn obsolete quickly. “Something that's purely graphic is going to age quicker than something that's typography over an image or over footage,” Tyler explains. Brand assets too rigidly tied to a palette lose their freshness, while adaptable ones, “timeless but interchangeable with different imagery, almost have more life than just a purely graphic asset.”

The takeaway: build in flexibility so the creative remains current and true to your core style.

The power of a strong hook

In today’s crowded attention economy, the hook is everything. Tyler routinely tightens client scripts to ensure audiences are captivated immediately. “I would take a longer piece of information and restructure it… that's the hook. So, let’s just shift that up to make sure that we don't lose people that far into the video.” He considers audio and visuals alongside words: “What is that thing that means people just don’t scroll past it… if they're just endlessly scrolling?”

Short, sequential storytelling wins

Content consumption habits have changed. “Now it’s a 30-second hero piece and the cut downs are almost down to 6 seconds or 5 seconds,” Tyler says. Micro-moments are critical: “We know they know who we are… this is then that conversion, we just need them to sign on the dotted line. So this is just hook and call to action and hope that is the thing that converts."

For remarketing or lower-funnel phases, short and punchy creative works best when matched to data and platform specs.

Platform-specific creative

Each social platform demands a unique approach. On TikTok, Tyler sees more organic content resonating: “On TikTok… scrappy works. Whereas on Meta and LinkedIn, I think there’s still a requirement for good design and good content and people want to trust you because you look slick.”

Demographics matter too: “You probably have an older demographic now on Facebook and a younger audience on Instagram, and even younger again on TikTok… you can’t make something too bold and energetic on Facebook if the information is going to pass your viewer by. In this case, pace and legibility becomes more important.”

Tailoring creative to both platform and audience is critical for campaign success.

Collaborating with clients: the value of strategic pushback

Brand teams with an understanding of the landscape are Tyler’s easiest collaborators, as alignment is natural. Founders can be more challenging: passionate, but sometimes attached to outdated approaches.

Tyler emphasises the importance of honest feedback: “I can't stay quiet if I think the client has made a suggestion that's not going to perform well… you’ve brought me in to make something that gets results.” Creative partners need room to challenge and refine for real impact.

The overlooked value of music & audio

Music and sound design can elevate motion content but are often neglected. Tyler integrates music and sound licensing into his workflow. “There’s a plethora out there… I utilise platforms like Artlist and Epidemic Sound.” He prefers presenting assets with audio in place so clients can see it in-situ and buy into it.

Modular campaign asset creation

Building campaigns around a modular suite of assets is both efficient and effective. “There’s always a nice feeling when creating a whole campaign, like a suite of assets, that not only do you get everything in different sizes and lengths but it feels like a cohesive campaign that’s ready to roll out, that’s all been made in one creation phase,” Tyler shares.

This approach saves time, enhances recognition, and adapts easily to multi-platform distribution.

Key learnings

Distinctive, flexible motion design, guided by up-to-date specialists, can help your brand stand out and keep campaigns relevant. Tyler Jack Cross’s insights highlight the power of staying ahead of trends, embracing strategic creative, and never outsourcing on autopilot.

In today’s fast-moving landscape, brands benefit from creative partners who understand evolving trends, challenge assumptions, and keep campaigns fresh and effective. Distinctive motion design can make the difference between content that blends in, and content that stands out.