As video continues to dominate digital communication, finding the right motion graphics and video talent has never been more critical—or complex. Whether you’re staffing up for a campaign, hiring a freelancer, or filling a permanent role, evaluating candidates goes beyond reviewing a demo reel. In 2025, video professionals must be equal parts visual artist, storyteller, editor, and collaborator. And with AI tools now part of the mix, the evaluation process requires even more nuance.
Here’s how to assess motion graphics and video candidates with confidence, clarity, and creativity.
Start with the Story
Video isn’t just about sleek visuals—it’s about impact. Transitions and typography are important but even more important is determining if the work tells a compelling story. Strong candidates understand narrative flow, emotional pacing, and how to guide viewers from beginning to end.
What to look for:
- Clear narrative arc in portfolio pieces
- Effective use of visual cues to support messaging
- Sensitivity to tone, timing, and audience
- Ability to translate abstract ideas into engaging motion
Tip: Ask candidates to walk you through a project: What was the goal? Who was the audience? What was their role in shaping the story?
Evaluate Technical Proficiency (But Don’t Get Lost in the Specs)
Solid skills in programs such as After Effects, Premiere Pro, and Cinema 4D are essential, but it’s more important to assess how the candidate uses them than to simply check for familiarity.
What to look for:
- Smooth, intentional animation and transitions
- Thoughtful typography and layout
- Audio quality and integration (sound design matters!)
- Strong composition and color grading
Tip: If possible, have a creative lead or senior animator join the review process to assess technical finesse from a practitioner’s perspective.
Assess Problem-Solving and Collaboration
Great motion designers and video editors aren’t just creative—they’re collaborative. They can take direction, solve visual challenges, and work within brand or campaign constraints.
What to ask:
- Tell me about a time you had to pivot on a video concept. What changed, and how did you adapt?
- How do you approach feedback from non-creative stakeholders?
- What’s your process for working with writers, designers, or marketing leads?
Understand What AI Can (and Can’t) Do
AI tools like Adobe’s Sensei, Runway, and generative video platforms can automate tasks such as background removal, voiceovers, and style transfer, but they can’t replace a creative brain. Tools can speed up production, but strategy, storytelling, and taste still require human input.
What AI can help with:
- Automating repetitive edits (cutting silences, masking, subtitling)
- Generating visual variations or quick mockups
- Enhancing production speed for short-form or social content
What AI can’t do well:
- Craft nuanced, on-brand messaging
- Understand emotional beats and audience dynamics
- Replace a creative partner who brings ideas to the table
Tip: Ask candidates how they use AI in their workflow. Forward-thinking creatives often embrace it without relying on it to do the thinking.
Go Beyond the Demo Reel
Demo reels are curated to impress, but they rarely show the full picture. Ask for complete project samples and, when possible, context around each piece.
Request:
- Links to finished projects with a description of their role
- Before/after versions if available (to see their impact)
- Style frames or storyboards to evaluate planning and vision
Final Thought: Hire for Thinking, Not Just Tools
Creative tech evolves quickly. What endures is the ability to think conceptually, collaborate with others, and craft visuals that move people. By evaluating both technical skill and storytelling ability, you’ll find video talent that brings both polish and purpose to your team.
Need help finding your next motion graphics or video hire? We’ve got a connection or two. Let’s get creative!
