Sainsbury’s DIGITAL Screen Motion System

I built a scalable motion system for Sainsbury’s in‑store screens, improving workflow speed and consistency, and defined the motion guidelines that support all digital screen formats.

The story

Sainsbury’s delivers high‑frequency in‑store campaigns across many screen types, but had no unified motion approach.

  • No motion‑design guidelines

  • Multiple screen formats

  • High campaign frequency

  • Inconsistent animation styles

  • One‑off builds slowing production

The result was a fragmented, fragile workflow that was not built to scale.

THE SYSTEM

A modular, expression‑driven motion system with unified pacing and hierarchy, built into reusable After Effects templates that support every Sainsbury’s digital screen format.

  • Adaptive Windows (Zero Kerframes)

    A flexible window system where designers can reshape the trapezoid freely, and the animation automatically adapts. All driven by expressions.

  • Unified Pacing & Timing

    A consistent motion vocabulary across all elements. Windows, product, copy, tape, and pricing, all unified using shared timing, easing, and hierarchy.

  • Master Control panel

    A unified control panel for brand, layout and content with motion guardrails that maintain consistent spacing, timing and behaviour.

What I DELIVERED

1. Defined the motion language and behavioural rules.

2. Built a scalable motion system using expression‑driven logic.

3. Led the system development end to end.

IMPACT

  • Stronger motion consistency across in‑store campaigns

  • Faster content turnaround and fewer production bottlenecks

  • Easy, plug‑and‑play adoption for freelancers and non-motion designers.

Production time per brief reduced by around 60%

Motion system for digital screens.

Built to scale.