The purchase moment, made visible.
The candle case turns two interface hypotheses into a before/after comparison and a motion walkthrough. It helps explain the proposed change before a team builds and measures it.
Explore the CRO case ↗Andrés Gonor / Levely / Motion Commerce Lab
Understand the signal.
Make the next step visible.
My work at Levely sits between measurement, conversion, and decisions. This portfolio explores how code and motion can make those decisions easier to understand.
01 / Where the idea comes from
A report opens
the conversation.
Before recommending a change, I need to understand what the evidence can actually support. Does the key event fire? Which question does it answer? Are we looking at what a platform attributed, or what the business recorded?
The Levely methodology makes those distinctions explicit. It connects measurement to a business question, checks the evidence, and keeps recommendations tied to a hypothesis.
That discipline is the starting point for this lab. A polished animation still needs a clear reason to exist.
02 / The gap this lab explores
Make the proposal
easy to see.
A recommendation such as “keep the purchase action visible” leaves several questions open: where does it appear, when does it enter, and what happens as someone explores the page?
A prototype makes those choices tangible. Marketing can review the message, the business can question the priority, and development can understand the intended behavior. Implementation and experiment results still come later.
The same approach extends to creative work: define the buyer moment, show the product in context, and make the next action clear.
03 / Two ways to put it into practice
One way of thinking.
Two kinds of output.
From a product photo to a reason to care.
The ads connect recognizable products with use, texture, and context. The brief gives the motion a purpose and identifies what could be tested in a campaign.
Explore the creative studies ↗These are independent portfolio exercises. They illustrate a connection to my working method at Levely; the featured brands are not presented as Levely clients or commissioned campaigns.
04 / What I bring to the process
Direction, judgment,
and a useful handoff.
AI agents help produce and iterate on the artifacts. My role is to define the question, challenge assumptions, direct the visual idea, and review whether the result is accurate and useful.
The output is more than a video: it includes a brief, source records, editable scenes, a review trail, and a hypothesis for the next test. The skill keeps those decisions reusable while leaving room for different creative ideas.
The goal is to make the next conversation more concrete: what should we try, why, and how will we know whether it helped?
Illustrative scenarios / No client data
Start with the need.
Explore what could change.
The following situations are fictional examples of the tool's possibilities, not accounts of Levely client work.
“What would make this purchase easier?”
Imagine a team considering whether to bring delivery information closer to the purchase button. The tool can recreate a generic page, preserve its baseline, and animate the proposed change. The team can review placement, timing, and mobile readability before commissioning the implementation.
The output: a visual proposal and a testable hypothesis. A real conversion effect would still need a live experiment.
“How do we make the benefit clear?”
Imagine a brand with product photos but no clear creative story. The tool can turn a brief into a use-context hook, a product demonstration, and a closing action. Different openings and layouts can be explored with the same product assets.
The output: editable creative variants ready for review. Media testing would determine which message works for the intended audience.
Next possibilities include approved narration, different aspect ratios, and new creative variants. The working demos show the visual workflow; they do not claim an autonomous production or campaign system.
Explore the tool's scope ↗The thread through the work
Evidence → hypothesis → prototype → learning.
Measurement gives the question a foundation. Creative direction gives it a form. Testing is what turns it into learning.