That was the thought running through Evgenii Tilipman’s mind when he decided to bring motion design into his agency for the first time—not because it was trendy, but because it made strategic sense.
Based in Belgrade, Serbia, Evgenii is the founder of Tilipman Digital, a strategy-first marketing agency that builds high-performing websites for startups and scale-ups. His mission? Help clients drive revenue or secure funding through web experiences that are as effective as they are refined.
For Evgenii, every element on a site—be it layout, copy, or animation—needs to earn its place. And when animation can speak louder than words, he knows it’s the right call.
“If the product of our clients is something that we feel like an animation could explain better than words... Well, we would much rather show, not tell.”
From finance to frontend: a path paved with purpose
Evgenii didn’t come from a traditional creative background. He started in the corporate world at PwC, before pivoting into tech and quickly rising to Web Lead at an agency. That’s where he fell in love with development—not for the code, but for the challenge. For him, it’s always been about solving problems in the most efficient and impactful way possible.
Now, at Tilipman Digital, he applies that same logic and partners with founders and marketers to build digital website experiences—whether it’s helping early-stage startups impress investors, or giving SaaS companies a scalable platform that performs just as well as it looks.
A developer’s eye, a strategist’s brain
Where many agencies lean into creativity as their core value, Tilipman Digital leads with strategy. The process starts with understanding the product—inside and out. Evgenii and his team dig deep: conducting interviews, getting product access, and writing copy in parallel with design. Only then do they evaluate whether motion should play a role.
“We storyboard only if showing something beats explaining it with text. The story always has to earn its animation.”
That clarity is what sets his work apart. And when animation does make the cut, Lottie has become an essential part of the toolkit.
Motion that earns its place
While motion isn’t central to every project, Evgenii recognizes its power—when used with intention. The Lottie and JSON format allows his team to keep sites lightweight and performant while still adding value to user interactions.
“The (LottieFiles) platform itself isn’t central to our workflow, but the format absolutely is. Lottie lets us enhance storytelling without bloating the site.”
On some occasions, even pre-existing Lottie animations help him sell a vision during client revamps—especially when those clients aren’t used to seeing motion used strategically.
Lessons from a builder’s mindset
“You better use AE. And After Effects is a pain.”
Evgenii approaches every project with the mindset of a builder: deconstruct, analyze, and reconstruct—like digital LEGO. And when asked what he wishes he’d known earlier in his motion journey? His advice is blunt but helpfu—and probably familiar to many teams figuring out how to scale animation production.
“Hire a motion designer as fast as you can.”
While Lottie animations are easy to implement and fast to load, he’s the first to admit the actual creation process—especially in After Effects—is not as easy as pie. That’s why he brought animation talent into the team, not to chase trends, but to make complex product stories clearer, faster.
Advice for fellow creators
As someone who blends marketing, dev, and strategic storytelling, Evgenii doesn’t believe in waiting to be discovered. His parting advice to creators is simple and sharp:
“Do good work and market it as much as you can. Exposure = professional growth.”
That principle—clarity meets craft—has helped Tilipman Digital earn trust, land ambitious projects, and scale with purpose. And for those willing to apply motion thoughtfully, the results speak for themselves.
Follow Evgenii at:
- YouTube: @tilipmandigital
- LinkedIn: Evgenii Tilipman
- Website: tilipmandigital.com
Are you pushing motion forward, too?
If you are crafting motion that tells stories, inspires teams, or changes how we experience design—we want to hear from you. Submit your work and get a chance to be featured in front of our global LottieFiles community.
