Motion Graphics & Graphic Design: Phyla
Phyla is an acne skincare brand by Phi Therapeutics, focused on Gen Z and Millennial audiences. Phyla needed a steady stream of engaging, conversion-driven paid-ad content for Gen Z and Millennials dealing with acne. As a Junior Visual Designer of the team, I created motion graphic ads for Instagram, Facebook, and TikTok, producing multiple formats and durations alongside 3D asset design and refresh cycles to support ongoing paid campaigns.
Design Goal:
Capture attention within the first three seconds
Make complex microbiome science feel friendly and easy to understand
Refresh ads weekly based on performance data
Strengthen brand consistency across all paid media
Deliverables: Motion graphic ads for Instagram, Facebook & TikTok, including 30-sec / 15-sec / square / vertical versions, along with 3D asset design and refresh cycles.
Design Approach:
Each week, I met with the marketing lead to review engagement results and identify patterns in what performed well.
Key insights included:
Short, direct hooks consistently performed better than longer intros
Viewers preferred visuals that felt clean and soft rather than overly clinical
Subtle 3D elements reinforced the microbiome theme without distracting from the message
A/B tests showed that strong contrast in the opening frame increased click-through rates
These findings guided how I refined new ad variations each week.
The key message “Millions of Phages in a Bottle” highlighted Phyla’s microbiome-based technology for acne-prone skin.
My role as a visual designer was to visually communicate the power of phages in a clear and approachable way, helping customers understand how the technology would works on their skin and why it matters.
Variation of Claim Images
3D Motion Graphic Videos
highlight product through dynamic visuals and engaging movement
2D Motion Graphic Videos
explaining the technology, combined with real customer reviews