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Technology · July 10, 2024
Building the Future of Motion
How generative tools are changing the motion design practice — and why human direction matters more, not less.
The tools have changed. The questions haven’t.
Every major technological shift in creative work produces the same anxiety: will this replace us? The printing press. Photography. Digital compositing. Each time, the answer has been the same — the technology democratizes the craft, and the practice evolves to encompass harder problems.
Motion design is no different. What’s changing is not whether motion exists — it’s who makes it, at what volume, and for what cost. What doesn’t change is the judgment required to make motion meaningful.