Willow: The iOS launch
Willow already had a strong reputation on desktop: a voice keyboard that writes several times faster than typing, remembers your custom vocabulary, and rewrites what you said in whatever tone the app calls for. The iOS launch meant explaining all of that inside a feed where dictation apps already blur together
2D
3D
Video Runtime
37 sec
The Product
AI Voice Dictation
Production Timeline
3-4 weeks
About & goal
Every dictation app can show a mouth talking and text appearing on a screen, so that idea was out from the start. We needed an opening that stopped the scroll before anyone read a word of copy, which is where the AI-generated intro clips came in, a hook built to feel unlike anything else in a launch video feed.
From there the video shifts into 3D, a phone rendered and animated to carry the keyboard interaction itself, before landing in detailed 2D work to walk through what actually happens when you talk.
From there the video shifts into 3D, a phone rendered and animated to carry the keyboard interaction itself, before landing in detailed 2D work to walk through what actually happens when you talk.
Every frame made to travel
The response wasn't what we expected going in. It ended up as one of the best-performing videos we've made, picked up widely across LinkedIn and inside the motion design community itself, which doesn't happen from polish alone. It happens when the idea is different enough that people stop to figure out how it was made.
