Filmstock: The Asset Engine
Effects, templates and packs that Filmora users pay for, made at scale by a team I grew into leading.
The Brief
Filmstock is the asset store inside Filmora. Users buy effects, templates and packs to make their videos look better. Every asset had to be good enough to pay for, keep up with trends, and ship fast enough to keep the store fresh.
Reel edited by Megan Kim.
My Role
I joined as a motion designer making packs, then led the Canada motion team that produced them. I stayed hands-on throughout, designing packs alongside the team.
Timeline
- 2021
First hit
My Streaming Gaming Pack passed 1,000 downloads in its first 30 days and was featured on Filmstock's YouTube channel.
The Streaming Gaming Pack 1,000+Downloads in 30 days - 2022
Took the lead
Stepped up as acting team lead and kept making packs. Reviewed 300+ CVs, ran 25 interviews, and grew the team from 6 to 10 with 1 in-office and 3 remote designers.
- 2022–2023
AI in the workflow
Started experimenting with AI in July 2022 and kept building it in until it was a core part of the pipeline. By 2023, over half of our new design workflow ran on AI tools daily, well before that was standard.
- 2023 · Q3–Q4
Fixed the pipeline
External suppliers had left a backlog of 40+ packs. With AI already speeding up our production, I moved asset conversion fully in-house, rewrote the SOPs, and cleared the backlog in two quarters.
- 2023
First 100% upload rate in two years
The team shipped 110+ resource packs, and every asset made it to the store.
110+Packs at a 100% upload rate - 2024 · Q2
Y2K Trendbook
3 packs built around the Y2K aesthetic, and the campaign more than doubled its download target.
Vectorheart, Y2K and Metalheart 82,986Downloads2×The 40,000 target
Then I moved from making assets to planning them, building the creative planning team that set direction for what came next. That story continues in the Filmora case study.
Role
Motion Design · Team Lead · Asset Production · Workflow Design · Hiring