Inspiration and Ideation
I had been practicing small self contained SaaS animations and I wanted to channel what I learned into a complete advertisement. I laid out a small checklist of the necessary steps, including what assets I thought I would need to design. I landed on a macronutrient tracking app because I felt like I would make a more compelling pitch if it were an app I would use myself.
I took some inspiration from the apple fitness app and how it makes it satisfying to hit your daily exercise goals. The use of a circular progress wheel helps to visualize your daily intake in a way which is much more difficult to do mentally. I was also inspired by a mood tracker app I use called Daylio. Their calendar populates with the various moods you log, and fills in satisfyingly over the course of the month.
Design Details
I designed this app to help users with the boring math involved with tracking your macros. The assertion is that watching the wheel fill itself in everyday will get you addicted to eating nutritious food. This was the main goal when deciding what I wanted to communicate to the viewer through text. I wanted to target people who already go to the gym every day, which is why I went with a dark-mode aesthetic over something more attractive to all diet obsessed audiences.
Planning
I started by writing out a small doc in which outlined the key message, audience, and tone. It also contained a short script which I ended up using nearly word for word. Sometimes you don’t realize how wordy sentences are until you type it into the After Effects text box haha. I then drew out a brief storyboard, which helped me visualize how I would crop UI cards and which lines of text would go with which visuals. After formatting my Illustrator assets for use in AE I was ready to edit.
Execution
This was a routine project for me, but wow the sheer number of compositions can get overwhelming sometimes. My biggest area of growth this time around was with transitions. I kept it snappy and quick, and I feel like I was pretty creative with the usage of covering up text with UI cards.
