Coinbase needed to communicate complex product updates across large-scale events and digital releases — where content evolved rapidly and clarity was critical.
Role — Motion Designer (System Execution & Production)
• Built and maintained 10+ environment loops for large-scale LED event screens
• Translated Figma-based design systems into motion with speed and accuracy
• Led high-volume versioning under tight timelines
• Adapted presentation content into motion-driven outputs for live and digital delivery
• Translated Figma-based design systems into motion with speed and accuracy
• Led high-volume versioning under tight timelines
• Adapted presentation content into motion-driven outputs for live and digital delivery
Key Impact
Enabled a scalable motion system that supported high-volume content production across live events and digital releases — ensuring consistency, clarity, and rapid iteration under tight deadlines.
The challenge was not just visual — it was operational.
Content changed frequently, formats varied across screens, and timelines were tight.
The work required balancing speed, consistency, and clarity while collaborating across multiple disciplines.
The work required balancing speed, consistency, and clarity while collaborating across multiple disciplines.
System Approach
Rather than creating isolated animations, I approached the project as a motion system:
• Building tool kit file structure for heavy render and content/typographic animation
• Designed reusable animation structures for rapid iteration
• Maintained consistent timing and motion behavior across outputs
• Structured compositions to scale across multiple screen formats
• Prioritized clarity and pacing for information-heavy content
• Maintained consistent timing and motion behavior across outputs
• Structured compositions to scale across multiple screen formats
• Prioritized clarity and pacing for information-heavy content
The system enabled efficient production at scale — supporting both live event environments and digital releases while maintaining visual consistency and clarity.
Credits:
Creative Director: Cynthia Zhu
Producer: Lola, Diane
Design: Reem
Animation: Cathy L, Chiyao L, Jinkyu
