Cellphone Commercial: Animating the Logo & Backgrounds

Topics Covered in This After Effects Tutorial:

This comprehensive tutorial will teach you professional animation techniques including: Animating Logo Z Position for Continuous Zoom, Importing Looping PNG Sequences, Creating a Repeated Tiling Background, Stop-Motion Graphics Using Hold Keyframes, and Stop-Motion Live-Action: Time Remapping with Hold Keyframes. These fundamental skills are essential for creating dynamic motion graphics and commercial work.

Exercise Preview

Exercise Overview

In this exercise, you'll apply professional finishing touches to the Cellphone commercial's first four scenes, learning industry-standard techniques used in broadcast and digital advertising. You'll start with a dynamic 3D Position animation on the Cellphone logo that creates an engaging zoom effect. Next, you'll import PNG sequences and master the powerful repeating tile effect—a technique commonly used to create seamless animated patterns that cover entire backgrounds efficiently. Most importantly, you'll discover how to create authentic jerky stop-motion animations for both motion graphics and live footage, a stylistic choice that adds personality and visual interest to commercial work.

Previewing What You'll Make in This Exercise

1. Before diving into the technical work, let's examine the final output to understand our creative goals. Open Cellphone-Commercial.mov from the Cellphone > Final Movie folder.

2. Play the video and carefully observe the following animation elements (scrub the playhead slowly to catch subtle details):

   • At 0:00, notice how the Cellphone logo creates a dramatic zoom effect that grows until the screen is completely filled with white text—this establishes brand presence immediately.
   • From 0:01–0:06, each of the three scenes features a distinct pulsing diamond pattern in the background that complements rather than competes with the foreground action.
   • At 0:05, exclamation marks appear with organic, stop-motion timing as they grow and move around Janet, adding energy without feeling mechanical.

3. Ensure you have yourname-Cellphone.aep open in After Effects. If you've closed it, reopen it now. For best results, complete the previous exercises (3A–4C) before starting this one, as they establish the foundational layers and timing. If you haven't finished them, use this alternative setup:

   • Open Cellphone-Ready for Animating Backgrounds.aep (from the Cellphone > Finished AE Projects folder).
   • Immediately save the file as yourname-Cellphone.aep in the Cellphone folder to preserve your work.

Expanding the Cellphone Logo by Animating Its Z Position

Creating an impactful logo animation requires understanding 3D space in After Effects. By manipulating the Z-axis position, you'll create a zoom effect that's more dynamic than simple scaling.

1. In the Timeline, switch to the Cellphone-MAIN tab if you aren't already there.

2. Double-click the [1-LogoAnim] layer to enter its composition.

3. To gain full control over the logo's appearance, we need to convert the vector artwork into a native After Effects shape layer. CTRL-click (Mac) or Right-click (Windows) on [Tmobile-logo.ai] and choose Create Shapes from Vector Layer. This conversion allows for advanced styling options while maintaining vector quality.

4. At the top right of the Tools panel, click the Fill swatch, change it to pure white (#FFFFFF), and click OK. This ensures maximum contrast for the zoom reveal effect.

5. Remove any stroke styling by clicking the word Stroke to the right of Fill.

6. In the Stroke Options window, click the None button and click OK.

7. Ensure the Toggle Mask and Shape Path Visibility button is off (gray) to see your preview clearly without distracting path outlines.

8. Display the title safe grid by pressing the apostrophe (') key. This helps ensure your animation works within broadcast standards.

9. Navigate to 0;00 if you aren't already there.

10. Select the Tmobile-logo Outlines layer and press Opt-P (Mac) or ALT-Shift-P (Windows) to create an initial Position keyframe.

11. Enable 3D capabilities for the layer by clicking its 3D Layer switch . This unlocks Z-axis animation possibilities.

12. Move the playhead to 1;06 to set your animation endpoint.

13. Create the zoom effect by making the logo's Z Position more negative, which moves it closer to the viewer in 3D space. Shift-drag the Z value (third value) to the left until the logo extends beyond the screen boundaries.

14. As the logo approaches the camera, it may drift off-center. Maintain perfect centering by setting the X (first) value to 960 and the Y (second) value to 540.

15. Continue adjusting the Z value until the screen is completely filled with the white portion of one letter (Z should be approximately -2650). This creates a dramatic transition that completely obscures the background.

16. Preview from the beginning to see your dynamic logo animation. The effect should feel powerful and engaging—perfect for establishing brand presence.

17. Close the 1-LogoAnim tab to return to the Cellphone-MAIN tab.

Importing a Sequence of PNG Images for the Background

Professional motion graphics often rely on PNG sequences to create complex animated textures. This technique provides more control than video files while maintaining quality and allowing for easy customization.

1. In the Cellphone-MAIN comp, double-click [2-Janet-phone] to enter the scene composition.

2. Import the looping sequence of PNG files that will create our animated background pattern. For optimal project organization, select the Assets folder in the Project panel first.

3. Press Cmd-I (Mac) or CTRL-I (Windows) to open the import dialog.

4. Navigate to Class Files > After Effects Level 2 Class > Cellphone > Assets > pattern2.

5. Examine the folder contents—you'll see 120 individual images that will create a smooth, looping animation when imported as a sequence. This frame count provides ample material for seamless loops.

6. Proper sequencing is crucial for smooth animation. If you see a Name column header, click it to sort files numerically from the beginning.

7. Select the first file, pattern2,000.png.

8. Ensure PNG Sequence is checked. (Mac users may need to click the Options button to access this setting.)

9. Click Open (Mac) or Import (Windows).

10. In the Project panel's Assets folder, verify that the new sequence (pattern2-,000-119].png) matches your project's frame rate. The info section should display 29.97 fps. Frame rate consistency prevents stuttering and ensures smooth playback across all platforms.

    PNG Sequence Import Best Practice

    Always ensure PNG sequence files are sorted in numerical order and properly checked as a sequence during import. The 120 pattern images must be imported as a single sequence at 29.97 fps for smooth animation.

Using a PNG Sequence As a Repeating Tiling Background

The CC RepeTile effect is a powerful tool for creating seamless background patterns. This technique is widely used in commercial work to create dynamic textures without the computational overhead of multiple individual layers.

1. Position the playhead at the beginning of the Timeline at 2;08.

2. Drag pattern2-,000-119].png from the Project panel into the Timeline below the Janet Body layer.

3. The pattern needs scaling to work effectively with the tiling effect. With [pattern2-,000-119].png] selected, press S to reveal Scale properties.

4. Set Scale to 37%. This size creates an optimal balance between detail and pattern repetition.

5. Add visual dynamism by rotating the pattern. Press R and set the Rotation value to 0x+45° to transform the square pattern into an engaging diamond shape.

6. Position the pattern as a starting point for the tile effect. Press P and set the position to 80,0.

7. Ensure the pattern enhances rather than overwhelms the foreground elements. Press T and set the Opacity to 50%, creating subtle visual interest without distraction.

8. Now you'll apply the effect that transforms this single tile into a full-screen pattern. In the Effects & Presets panel search bar, type: repetile

9. Double-click CC RepeTile from the search results.

10. In the Effect Controls panel, hold Shift and drag the Expand Right value to the right. Watch as the pattern multiplies across the composition—this is the power of procedural duplication.

11. Fine-tune the coverage by Shift-dragging the values for Expand Right, Expand Down, and Expand Up until the pattern completely fills the screen with no gaps at the edges. These values provide optimal coverage:

    Expand Right:	5500
    Expand Left:	0
    Expand Down:	2200
    Expand Up:	3500

12. Experiment with different tiling arrangements by clicking into the Tiling menu and testing various options. Each setting creates a different visual rhythm that can either complement or clash with your foreground elements. The goal is finding the arrangement that best supports your scene's emotional tone.

    Consider how the pattern's light and dark areas interact with your subject. For this shot, an even distribution works best. Return Tiling to the default Repeat setting when ready to proceed.

13. Preview the composition to see the mesmerizing patterns animate within the magenta guide lines. The seamless loop creates continuous visual interest that enhances the overall production value.

    NOTE: The smooth animation quality results from importing the PNG images in proper numerical sequence. This attention to detail separates professional work from amateur attempts.

14. Close the 2-Janet-phone tab to return to the Cellphone-MAIN tab.

Creating the Pattern for the Close up Scene

Visual continuity is crucial in commercial work, but each scene also needs its own distinct character. You'll adapt the same pattern with different settings to suit the close-up composition while maintaining overall cohesion.

1. In the Cellphone-MAIN comp, double-click the [3-Janet-CUphone] layer.

2. Set the playhead to the beginning of this scene.

3. Drag pattern2-,000-119].png from the Project panel into the Timeline below the hands layer.

4. With the pattern layer selected, configure the following Transform properties to suit the intimate framing of the close-up:

   Scale:	57% (larger scale works better for close-up compositions where background elements need more presence)
   Rotation:	0x+45°
   Opacity:	50%
   Position:	0,0 (precise corner positioning for optimal tiling)

5. Apply the tiling effect by going to the Effects & Presets panel and double-clicking CC RepeTile. (If it's not visible, search for it.)

6. In the Effect Controls panel, adjust these settings to create a variation that feels connected to but distinct from the previous scene:

   Expand Right:	3400
   Expand Left:	0
   Expand Down:	1000
   Expand Up:	4600
   Tiling:	Unfold (this creates a different tile distribution pattern, adding visual variety between scenes)

7. Preview your work to ensure the pattern complements the close-up framing effectively.

8. Close the 3-Janet-CUphone tab to return to the Cellphone-MAIN tab.

Creating the Pattern for the Janet Yay Scene

The final scene requires a more subtle approach since it features prominent magenta exclamation marks. Strategic pattern selection prevents visual competition between elements.

1. In the Cellphone-MAIN comp, double-click the [4-Janet-yay] layer.

2. Set the playhead to the beginning. Note that exclamation mark images have already been imported.

3. If any layers are soloed, disable solo mode by clicking their Solo switch to see the complete composition.

4. The bright magenta pattern would create visual conflict with the prominent exclamation marks. Instead, import a more subdued pattern that supports rather than competes. In the Project panel, select the Assets folder then press Cmd-I (Mac) or CTRL-I (Windows).

5. Navigate to Class Files > After Effects Level 2 Class > Cellphone > Assets > pattern1.

6. Ensure files are listed in sequential order by clicking the Name column header at the top of the navigation window.

7. Select the first file, pattern1-gray,000.png.

8. Verify that PNG Sequence is checked. (Mac users may need to click the Options button.)

9. Click Open (Mac) or Import (Windows).

10. Verify in the Project panel that the new sequence is set to 29.97 fps. If not, follow the steps from the Changing a Sequence's Frame Rate sidebar earlier in this exercise.

11. Drag pattern1-gray-,000-119].png from the Project panel into the Timeline below the exclamation layers and above the White Solid.

12. Configure the pattern with these subtle settings that won't interfere with the foreground action:

    Scale:	30%
    Rotation:	0x-45°
    Opacity:	31%

13. Apply the tiling effect by going to the Effects & Presets panel and double-clicking CC RepeTile.

14. In the Effect Controls panel, set all Expand settings (Right, Left, Down, and Up) to 3130 and the Tiling to Repeat for uniform coverage.

Animating the Exclamation Marks!

Professional animation often benefits from working backwards—establishing the end state first, then creating the entrance animation. This approach ensures your timing and final positioning are perfect.

1. The exclamation marks should grow and rotate into the composition during the opening frames. Start by setting their final positions at 0;04.

2. Select all the mark layers, from mark01 through mark12.

3. Press Opt-S and Opt-R (Mac) or ALT-Shift-S and ALT-Shift-R (Windows) to create Scale and Rotation keyframes for all 12 mark layers simultaneously.

4. Jump back to the first frame at 0;00 to set the starting values.

5. With all mark layers still selected, set Rotation to 0x-11° to create a subtle starting rotation.

6. Set the Scale to 0% so the marks are invisible at the start.

7. Scrub through the timeline to see the exclamation marks appear and grow with satisfying animation curves.

Stop Motion Exclamation Rotation!

Stop-motion animation adds character and personality to motion graphics. The organic, slightly imperfect timing mimics hand-crafted animation and creates emotional warmth that perfectly smooth digital animation often lacks.

1. In the Timeline, drag a selection box around all the mark layer keyframes at 0;04.

2. Go to Animation > Toggle Hold Keyframe to change these keyframes to hold interpolation. This creates the characteristic "stepped" animation where values don't interpolate smoothly between keyframes.

3. Create more natural, organic timing by staggering the mark appearances. Distribute the marks so they enter between 0;00 and 0;07 using either method:

   • Drag a selection box around a layer's four keyframes, then drag the selected keyframes to a new time position.
   • If the In column is visible, click on a layer's In value, type the desired start timecode, and click OK.

4. Preview the staggered animation to ensure the timing feels natural and energetic.

5. Add continuous rotation by moving the playhead to 0;11.

6. Press W to select the Rotation tool .

7. Select the mark01 layer.

8. Manually rotate it in the Composition panel, creating a subtle tilt in either direction.

9. Continue this process for each mark layer that doesn't already have a keyframe at this time position, giving each one a unique rotation value.