In Motion with Xinyue Gu: Crafting Stories Through Video and Design

I was inspired to submit my work to the MUSE Creative Awards because I see the competition as a platform that celebrates not only visual excellence, but also ideas, storytelling, and craft. It felt like a meaningful opportunity to place my work within a broader international context and see how it resonates beyond my immediate creative circle.

Winning means a great deal to me, both personally and professionally. On a personal level, it feels incredibly validating—especially since my path into motion design wasn’t linear. Receiving this recognition reassures me that trusting my instincts, continuing to learn, and staying curious about storytelling through motion were the right choices.

Professionally, the award represents both encouragement and a significant milestone. It gives me the confidence to keep pushing my creative boundaries and to take on more ambitious projects. More importantly, it motivates me to continue creating work that is thoughtful, emotionally engaging, and purposeful—rather than purely aesthetic. This recognition reminds me why I fell in love with motion design in the first place.

I wanted to explore the dialogue between technology and human experience, and how motion design can bring abstract concepts to life in a visually compelling way. I drew inspiration from my fascination with combining 2D and 3D techniques, and from the belief that every element—movement, timing, and composition—has the power to communicate emotion and meaning.

In terms of its creation, the process was rooted in experimentation. I worked across multiple tools and media, iterating on how visuals and motion could guide the viewer’s attention while maintaining a cohesive narrative. Collaboration and feedback were equally essential, helping me refine both the technical execution and the clarity of the story.

I believe what set my project apart was the combination of clarity, storytelling, and meticulous attention to motion detail. In a highly competitive field where technical skill is consistently strong, I focused on ensuring that every movement, timing decision, and visual element served the narrative and emotional impact. It wasn’t simply about creating something polished—it was about crafting a cohesive experience that guides the viewer and communicates the core idea with intention and clarity.

One of the biggest challenges in this project was finding the right balance between technical complexity and clarity. I wanted the visuals to feel dynamic and intricate, while ensuring the story remained easy to follow and emotionally engaging. Early on, some sequences felt overly busy and distracted from the core message.

To address this, I dedicated significant time to iterating and simplifying—breaking down each scene, refining the timing, and making intentional decisions about which details were truly necessary. I also sought feedback from peers, which helped me identify moments where the visuals felt confusing or overwhelming. Ultimately, this process of continuous refinement—and the willingness to cut or adjust elements—led to a final result that is both visually compelling and clear in its storytelling.

Winning an award like this is incredibly motivating and encouraging. For my career, I hope it opens doors to more ambitious and meaningful projects, allowing me to push my creative boundaries even further. On a team or agency level, it represents recognition of the collaborative effort, thoughtful strategy, and meticulous attention to detail that go into every project. I also hope it helps highlight the value of purposeful, high-quality motion design.

Since receiving the award, I’ve already noticed increased interest from collaborators and potential clients who are excited about both the work itself and the approach behind it. It has also sparked more conversations around creativity and innovation, which is always inspiring.

Ultimately, I see this recognition as both a milestone and a reminder to keep experimenting, growing, and contributing work that resonates in a meaningful way.

The reaction has been incredibly positive and humbling. Clients and collaborators have reached out to express how much they appreciate the thoughtfulness and clarity in the work, and it’s been exciting to see audiences respond to the storytelling and motion in ways I hadn’t anticipated.

One particularly memorable moment was when a longtime mentor shared that the project truly reflected my personal style and approach. That meant a great deal to me—it felt like both validation and encouragement to continue pushing myself creatively. Feedback like that, combined with the recognition from the award itself, has been deeply motivating and inspiring for future projects.

My advice would be to focus on clarity, storytelling, and intentionality in everything you create. Technical skill is important, but what truly makes work stand out is thoughtfulness. Every visual choice, every movement, and every detail should serve the story or idea you want to communicate.

I would also emphasize the importance of iteration and experimentation. Don’t be afraid to test new approaches, make mistakes, and continuously refine your work. Seek feedback, stay curious, and remain open to learning from every project. Finally, stay true to your voice and vision. Award-winning work often emerges from the combination of strong craft and a unique perspective—one that feels authentic and personal.

For the future, I hope to position myself at the intersection of creativity and innovation—continuing to experiment with both 2D and 3D techniques, integrating emerging tools such as AI, and creating work that is not only visually compelling but also meaningful and emotionally engaging.

Ultimately, I want to keep growing as a designer who contributes to projects that inspire, connect, and resonate with audiences in new and impactful ways.

I would say that entering awards is less about immediate recognition and more about growth, learning, and testing your work against a broader standard. For those just starting out, the process can feel intimidating.

My advice is to start small, focus on the story and intention behind your work, and view feedback as a tool for improvement rather than as judgment. Confidence develops through iteration and experience. Even if you don’t win at first, participating helps you better understand your strengths, push your creative boundaries, and refine work that may shine in the future.

I’d say that creativity truly thrives when we share, collaborate, and learn from one another. Whether you’re a designer, marketer, or work in advertising, staying curious, supporting your peers, and exchanging ideas can spark unexpected solutions and elevate everyone’s work.

My message is to embrace collaboration and be generous with your knowledge and feedback. Celebrating each other’s successes and experimenting together are what drive innovation and keep our industry vibrant.

I’d like to dedicate this achievement to my mentors, collaborators, and peers who have challenged me, offered thoughtful feedback, and inspired me to continually push my creative boundaries.

Their encouragement and insights were invaluable throughout the process, and this recognition is as much theirs as it is mine. It serves as a reminder that creativity is rarely a solo journey—the most meaningful work often emerges from collaboration and shared passion.

I’d describe it as “a visual story that brings abstract ideas to life through intentional, thoughtful motion,” because at its core, the project is about connecting emotion and narrative through every detail—making the motion both purposeful and engaging.

Next for me is continuing to explore motion design—pushing both technical boundaries and storytelling possibilities. I’m excited to take on projects that challenge me creatively, experiment with new tools and techniques, and create work that resonates emotionally with audiences.

I also look forward to collaborating with other talented creatives and contributing to projects that are both visually striking and meaningful. Ultimately, my goal is to keep growing, experimenting, and telling stories in fresh and impactful ways.