Transforming static campaign assets into engaging motion content for retail LED displays across multiple screen formats.
Between major seasonal campaigns, brands still need to remain visible.
While JD Sports Malaysia and Singapore were running their Hari Raya campaigns, Thailand had not yet entered the Songkran promotional period. Rather than leaving digital screens inactive, this interim campaign was created to maintain brand awareness and customer engagement until the next major campaign launched.
Although the campaign was intentionally simple, the technical execution required adapting a single set of static campaign assets into motion content suitable for multiple LED display configurations.
The Challenge
The original creative assets were supplied as static portrait images.
However, the final deliverables needed to work across several different digital display formats, including ultra-wide horizontal screens, six-panel LED video walls, and curved LED installations.
A simple resize would have resulted in awkward cropping, excessive empty space, and inconsistent compositions.
The challenge was to preserve the original campaign artwork while making every version feel intentionally designed for its display environment.
Image courtesy of https://www.systemsintegrationasia.com/lampro-illuminates-bts-sukhumvit-with-cutting-edge-led-display/
My Role
I was responsible for transforming the supplied artwork into motion graphics suitable for retail LED displays.
Responsibilities included:
• Motion Design
• Video Editing
• Photoshop Asset Preparation
• Composition Adaptation
• LED Format Optimisation
Creative Process
Rather than animating a flat image, I rebuilt every visual into individual layers.
Each shoe was carefully separated from the original background inside Photoshop, allowing independent movement during animation.
Since the original artwork was designed vertically, I extended the background beyond its original canvas and reconstructed missing areas to support ultra-wide LED formats.
Subtle overlays were added to create more visual depth while maintaining the original campaign aesthetic.
Inside After Effects, each product was animated with gentle floating movement before transitioning smoothly into the next shoe.
The result remained clean and minimal while giving the campaign a more polished and premium appearance.
Motion Design Approach
The animation style intentionally avoided excessive movement.
Instead, every motion was subtle and purposeful.
Floating product animation.
Gentle camera movement.
Smooth transitions.
Soft background motion.
Carefully balanced compositions.
The objective was to enhance the product without distracting from it.
Multi-Format Adaptation
One of the biggest challenges was ensuring the same campaign worked consistently across different display formats.
Every version required adjustments to composition, spacing, movement, and safe areas while maintaining a consistent visual identity.
This ensured the content looked intentional regardless of screen dimensions.
Results
The campaign successfully maintained JD Sports Thailand’s visual presence during a quieter marketing period while supporting customer engagement before the upcoming Songkran campaign.
More importantly, a single collection of static campaign assets was successfully adapted into motion graphics suitable for multiple retail LED environments without compromising brand consistency.
Skills Demonstrated
Motion Design, Video Editing, Adobe After Effects, Adobe Photoshop, Asset Compositing, Background Reconstruction, Retail Motion Graphics, DOOH Content Adaptation, Multi-format LED Optimisation, Creative Problem Solving
Behind The Scenes
Sometimes the most effective motion graphics are the ones that feel effortless.
Although the final animation appears simple, achieving that simplicity required careful planning, asset preparation, compositing, and adaptation across multiple screen formats.
This project demonstrates that successful retail motion graphics are not only about animation. They are about designing content that works naturally within the technical constraints of each display environment.