Read the account
We start from performance data: what is fatiguing, which angles still pull, where the drop-off happens.
04.1 / PAID SOCIAL MOTION ADS← Motion Graphics
Win the firstsecond.
Short motion built for the feed: a hook that stops the thumb, a claim that lands, and a variant system that shows which idea earns the next budget.
SEE THE CRAFT
NOVA Sparkling: a 10 second ad, taken apart
A concept ad for an invented drink brand. Scrub it, then read the four beats beside it: hook, claim, proof, call.
THE FOUR BEATS
- Hook0.0s to 2.4s
Win the first second. A direct question and a fast scroll cue stop the thumb.
- Claim2.4s to 6.0s
One clear promise, shown not told. The product lands and the two benefits hit on the beat.
- Proof6.0s to 8.3s
Three small proof points answer the doubt before it forms.
- Call8.3s to 10.0s
A single action, with a button, a swipe cue and nothing else competing for attention.
THREE HOOKS, ONE AD
A Still scrolling?B Your feed is too quiet.C What if it tasted louder?
The master file swaps its opening line, so testing never means rebuilding the ad.
CONCEPT SAMPLE
Made by the Roaswell studio to show how we work. Not client work, and not a real brand.
WHAT YOU GETEverything it takes
Everything it takes
to ship.
Defined deliverables, agreed before work starts, so scope never becomes a surprise.
01
Hook-first storyboards
Three to five opening ideas for every concept, each written to win the first second on its own.
02
Master animation and cutdowns
One hero piece plus 6, 15 and 30 second versions cut for the placements you actually buy.
03
Every format
9:16, 4:5 and 1:1 builds, safe-zone checked for Stories, Reels and the feed.
04
Variant kits
Swappable hooks, claims and end cards built into the file so testing never means starting over.
05
Captions and sound
Burned-in captions for sound-off viewing and a sound design pass for sound-on.
06
Learning review
A written read on what each variant taught us, and what the next batch should change.
HOW IT RUNSFrom brief
From brief
to finished.
Four stages, each with a clear output, so you always know what is being made and why.
Write the hypotheses
Each concept states the claim it tests and the number it should move, before anything is animated.
Build the system
Master animation first, then variants generated from the same source so the look stays consistent.
Launch and learn
Variants run against each other. Winners get scaled, losers get retired, and the notes feed the next round.
WHERE IT CONNECTSOne studio.
One studio.
One system.
Motion works hardest when it is briefed by data and delivered where the budget is.
QUESTIONSGood questions,
Good questions,
straight answers.
Not what you need? Ask us directly and a senior person will reply.
Do we need to supply footage?
No. We can work from brand assets, product renders, screen captures, or build the whole piece from illustration and type. If you do have footage, we will use it.
How many variants should we start with?
Enough to learn something, not so many that each one starves. We usually propose a small matrix of hooks against claims and agree the size per batch.
Can you also run the media?
Yes, through our Meta Ads and Google Ads work. You can also take the finished files and run them yourselves.
What about music and voiceover?
We use licensed or original audio and agree the rights up front, including where and for how long the ad can run.
How do you judge a motion ad?
By the commercial metric it was briefed against, not by how it looks. Every concept is tied to a number before it is built.