Turning a utility plugin into a playful product experience.
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Context
Most After Effects tools launch with a screen recording of the UI. It works, but nobody stops scrolling for it.
For Boxer's launch, I wanted to make something people would actually watch and talk about. Not a tutorial. A piece of motion design that gave the tool a real identity.
Role
- Creative direction
- 3D modelling
- Animation
- Delivery
Solution
- Designed a fictional hardware device inspired by vintage synths and retro gadgets, giving the UI a physical form.
- Modelled and lit the device in 3D with animated sliders, dials and interactive elements.
- Structured the edit to communicate what Boxer does without any technical explanation.
- Treated the whole piece with the same level of craft as a brand campaign.
Impact
The video launched on Reddit and immediately drove real engagement. Dozens of comments, hundreds of upvotes, and genuine conversation around the tool. It turned a quiet indie release into a visible one.
