Wikiloc — Motion design for paid media

When an app with millions of active users needs to communicate through paid media, the challenge isn't making one good ad. It's producing a set of pieces that serve different objectives — product, brand, retention — across formats and timings, without losing visual coherence.

With Wikiloc I work closely with their marketing team: copy and images come defined, and from there I make all the creative decisions — composition, rhythm, visual hierarchy, and animation — building pieces that fit the brand's visual language and perform in paid media.

How the process works

The starting point is the brief. Wikiloc defines the copy that will appear on screen and provides the resource images. From there I design the compositions and animate them.

The style they require is minimal and direct — no noise, clear hierarchy, and a rhythm designed to capture attention quickly in paid media environments.

Some videos are more product-focused: the attention is on the app itself, with zooms on specific elements, buttons or interface areas that are highlighted or animated to add dynamism. Others have more brand weight or communicate the launch of a new feature.

A system that scales

This is not an isolated piece. It is a set of assets that respond to different campaign objectives — acquisition, product, brand, feature — while maintaining visual coherence. That requires defining a visual language from the start that is flexible without losing identity.