Where motion earns its place
While planning this project, I set myself one rule: motion goes either where the words name something the viewer can't see (the app, the courses, the mascots, the price), or on the words that need to stand out.
CoaChess
Showing a chess beginner where to start, and what comes next.
CoaChess teaches chess in the right order, from a complete beginner to a club player preparing for a tournament. It's like having a chess instructor beside you, always. Rafaa Chawali, the creative director, shot the video that introduces it. The motion was left to me.
The mascots, on screen
CoaChess has its own characters inside the app, and they had never appeared in its marketing videos. I animated them beside the presenter, so the app's personality shows up before anyone opens it. Most of the app's assets didn't exist as files, so I rebuilt what I needed from the app and the website.
The price, made visible
Easter eggs: I designed these cards and hid my favourite chess games inside them. Can you guess where they're from?
A motion identity
I wanted CoaChess to move like itself, so I designed a logo transition for the middle of the video and an outro to close it.
What it became
Since then, CoaChess has started moving towards animated videos and motion designs.