A Trust Story
Studio: Framestore NY
Role: 2D Motion Design: built the UI motion system
Background
Meta launched Family Tools to help parents and teens navigate Instagram together, Daily Time Limit, Default Private Accounts, supervision settings. The campaign was live-action: real families, kitchen tables, couches. And the features appeared right inside those scenes, as floating UI.
Which means the thing being advertised wasn't a phone or an app. It was the interface itself. The motion was the product demo.
Problem
A settings panel doesn't sell trust on its own. A time-limit menu can read two ways: care, or control. The campaign needed motion to land it on the right side, and it needed to land everywhere the campaign lived. Broadcast, social, digital, OOH, connected TV. Every ratio. Multiple markets. With last-minute changes guaranteed.
Challenge
The tone was a knife's edge. Too playful and the UI reads like a toy, wrong message for a safety feature. Too clinical, and it reads like surveillance. Worse. It also had to be unmistakably Meta: not Apple's glass, not Google's bounce. Clean, confident, calm.
And whatever I built had to survive a live-action pipeline where the edit kept moving and every format shipped on its own deadline.
:30 Spot. META Daily Time Limit Negotiations
:30 Spot. META Family Tools
Approach
I built the system in After Effects and let the motion language do the emotional work. Subtle eases. Smooth transitions. Nothing abrupt. Calm alertness, sharp and in control, never cold.
When the edit changed, and it changed constantly, the templates absorbed it. A tweak took minutes, not a rebuild.
Results
The system shipped across the full campaign: broadcast spots, social, digital, OOH, and connected TV, adapted across markets without breaking the language. Late-stage changes that would normally trigger rebuilds got absorbed by the rigs. Same UI, same voice, every format.
Meta needed safety features to feel like care, not control. The motion is what made them read that way.