A collaboration between Webex by Cisco and Apple, featured on 9to5mac.com. Every iPad screen in this ad was shot black, all the UI you see was animated and composited in post. My role covered the full pipeline: translating Figma product files into interactive UI animation, creating the motion graphics and titles, and tracking and integrating the screens so the interface feels like it was captured in camera.
Working with the video team at Webex, I designed and animated the motion graphics and titles for the campaign, building a type and gradient system that carried across the titles.
The UI itself was the biggest challenge. The screens were filmed completely black, so I worked directly from the product's Figma files to rebuild the interface in motion, animating taps, transitions, and app behavior so it reads as a real person using a real product. Because Webex was in active development, the UI changed constantly. I had to restructure my animation files to absorb last-minute design updates without breaking the timing or the realism of the interactions.
I also developed the digital zoom-in language used throughout the ad, using the camera move to pull focus into the app the same way the app pulls the user into their work. It became a signature for Webex, and the team continues to use it as part of their motion vocabulary.
To sell the illusion, I tracked and composited the animated UI into every shot, matching perspective, screen reflections, and lighting so the interface sits naturally in the iPad. The goal was for nobody to ever question that the app was on the device.
About Webex by Cisco:
Trusted by 95% of the Fortune 500, Webex is a leading provider of cloud-based collaboration solutions which includes video conferencing, calling, messaging, events, customer experience solutions like contact center and purpose-built collaboration devices. Our focus on delivering inclusive collaboration experiences fuels our innovation.