This is a motion design project built for performance marketing and user acquisition on social media: short, feed-native edits cut from GTBank Fashion Weekend runway footage, designed to stop the scroll and convert viewers into attendees, followers, and future ticket buyers, not just document the show after the fact. The 2024 edition (its 7th) ran two days in Victoria Island, Lagos, with 140+ free exhibition booths for local and international designers, a free, high-traffic consumer event where social content is what turns a citywide audience into people who actually show up.
Every editing decision was made for the placement, not the runway. Each cut opens on its strongest frame in the first second to survive the algorithm's completion-rate window, is paced around beat drops and silhouette reveals to hold attention with sound off, and is legible as a caption-driven, autoplay-muted clip: the actual conditions these assets run in on Instagram, TikTok, and paid social.
The same source footage was cut into multiple motion assets built for different stages and channels of the acquisition funnel: a moodier edit for owned-channel brand awareness, a punchier high-frequency cut built for paid promotion and retargeting, and designer-specific runway edits (Xu Zhi, Tolu C) made to be reshared by the designers' own pages, turning their audiences into an additional acquisition channel at no extra media spend. An alternate soundtrack version was also produced to test music/pacing variants against each other.
The brief for this kind of asset isn't "make a nice video," it's "make people who weren't in the room want to be there next time." Every cut here was built against that single, measurable goal.