Filmora Social Media
Creative Direction · 2025–ongoing
One brand, five new pieces a day, every format you can name — and all of it has to feel like Filmora. I lead the creative for Filmora’s social channels: I took the brand team’s guidelines and made them move, scale, and perform without ever feeling mass-produced. The result is one of the largest creative-tool channels in the category — and a system the team can run without me holding it together.
Brand consistency at high turnover is the real test.
I built the system that passes it.
The Challenge
Make one brand hold across dozens of formats — vertical, horizontal, thumbnails, playlists — while shipping up to five pieces a day. Consistency and speed usually pull against each other. The job was to make them work together.
The System
A full YouTube redesign — playlist art and long-video thumbnails reimagined. I kept the Filmora logo and border but used the border to build depth between foreground and background, and segmented the language to match a huge tool set without losing focus.
The Craft & The Data
I set the motion language too — outros, transitions, animated titles — so the brand moves, not just sits still. And I built a thumbnail testing framework: jump on trends short-term, build on what the data says long-term.
