Edgar Allan was launching Slater, an AI-powered code editor for Webflow, and needed a brand reel that could introduce the product to the Webflow community and beyond. The piece would debut at the 2023 Global Webflow Conference and live online as the primary product launch video.

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Our Approach

We created a motion graphics brand reel that's equal parts informative and gnarly. The visual approach mixes bold graphic animation with hand-drawn cel animation by Quincy Baltes, giving the piece a distinctive energy that sets it apart from typical product launch videos. The design language plays with code aesthetics, developer culture, and the idea of creative empowerment, turning what could have been a dry product demo into something with personality and edge.

Our team handled creative direction, design, animation, and cel animation, with music and sound design by Zing Audio and voiceover by Tali Hamilton.

The Result

The reel launched at Webflow Conf and gave Slater a strong brand presence from day one. It shows how motion design and animation can make a tech product launch feel exciting and human, even when the product itself is deeply technical.