Urban Motion – Protozi Agency

01Phase ⁄ Briefing

— Aug 1, 2022 · Creative brief

Motion is the message.

Urban Co. had a strong static identity — logo, palette, type — but their social and digital channels were built entirely on still assets. In a platform environment where motion content drives 4x the engagement of static, they were leaving most of their reach on the table.

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The brief was specific: don't just animate the existing logo. Build a motion language that could live independently — one that felt like Urban Co. even before any logo appeared on screen.

Brand audit2 days

Competitor motion review18 brands

Platform analysis5 channels

Creative brief1 doc

02Phase ⁄ Storyboard

— Aug 8, 2022 · Narrative structure

Every cut is a sentence.

Three storyboard directions developed across two weeks. Each one structured around a different narrative logic: the first cut-driven and percussive, the second slow and atmospheric, the third a mix of real footage placeholders and graphic system elements.

The selected direction was the third — because it was the most flexible. A motion system that could work as pure graphic animation or as a framework for integrating UGC and campaign footage without reshooting.

"We needed it to feel like the brand, not like a video. There's a difference." — Creative Director ⁄ Review session 01

03Phase ⁄ Style Frames

— Aug 22, 2022 · Visual direction

Frames that define the feel.

Eight style frames rendered across the selected direction: the core brand opener, three social loop variants, a product reveal template, a quote card system, an event announcement format, and a full 30-second brand film keyframe sequence.

Style frames approved in a single review. The visual language locked — grain texture, high-contrast type, a restricted palette that reads in one frame.

8frames

Style frame set

3loops

Social variants

1film

30s brand keyframes

04Phase ⁄ Animation

— Sep 5, 2022 · Production

Four weeks of frame-by-frame.

Production in After Effects across four weeks: the 30-second brand film, four 15-second social cuts, eight looping motion logo variants, a full transition kit for video editors, and a title card system for campaign use.

Every asset built as a template where possible — so the Urban Co. in-house team could update text, swap footage, or recolor for seasonal campaigns without rebuilding the animation from scratch.

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Brand film30s + 15s cut

Motion logos8 variants

Social loops6 formats

Transition kit12 templates

05Phase ⁄ Sound

— Oct 3, 2022 · Sound design

Sound is 50% of the motion.

Sound design built in collaboration with a music producer: a custom sound identity (a 3-second sonic logo), an ambient track for the brand film, and two alternative cuts for different campaign moods.

The sonic logo was tested blind against six alternatives with a 40-person sample. The selected version was correctly attributed to an 'urban, premium, independent' brand by 78% of respondents.

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Sonic logo variants6 tested

Brand film score1 + 2 cuts

Attribution score78%

Audio filesWAV + MP3

06Phase ⁄ Delivery

— Oct 17, 2022 · Final export

An asset library, not just a project.

Delivery structured as a motion asset library: every file named, formatted, and organized by use case. Export specs for every platform — Instagram, TikTok, YouTube, web — baked into the delivery package so no asset needs to be re-exported.

Urban Co. launched the new motion identity on Instagram Stories the following Monday. The brand film hit 280,000 views in the first 72 hours without paid promotion.

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Motion assets48 files

Platform formats5 platforms

Export specsFull library

Brand film views (72h)280k

Urban
Motion Case · Nº 009

Brand that
moves like
the city.

Motion is the message.

Every cut is a sentence.

Frames that define the feel.

Four weeks of frame-by-frame.

Sound is 50% of the motion.

An asset library, not just a project.

The result,
by the numbers.

Brand thatmoves likethe city.

Motion is the message.

Every cut is a sentence.

Frames that define the feel.

Four weeks of frame-by-frame.

Sound is 50% of the motion.

An asset library, not just a project.

The result,by the numbers.

Brand that
moves like
the city.

The result,
by the numbers.