Microsoft
Motion Designer & Creative Technologist
Motion for the “Discover Italy’s Best Spots” module, which personalises a mix of sponsored and organic results on a search results page
Objectives
Show how the module adapts when the user switches between interests (Rome → Luxury Travel).
Make the change in tone visible, from casual to luxury, through type, imagery and motion.
Design a loading state that feels smooth and trustworthy.
Make sure sponsored labels never appear before the content has loaded.
Keep the text change smooth so the page never feels jumpy.
Scope of Work
Outcome
This motion study brings a personalised travel ad module to life on a search results page. When the user switches from Rome to Luxury Travel, a gold underline slides across, the filters update to match the new interest, and a calm shimmer skeleton keeps the layout steady while results load. The content then changes from a casual tone to a luxury one, with elegant serif type, warm imagery and a gold-framed hero, while text fades in smoothly line by line. The Sponsored label appears only after loading finishes, on the paid result alone, so ads and organic results stay clearly separate. Built in code and exported as seamless GIF and MP4 loops.