Animating for simplicity

Here’s an explainer video I wrote and commissioned. It’s a fairly complex product offering pitched at non-technical small business owners, so we wanted a simple, approachable piece of communication.

By removing every detail that normally distracts, animation focuses the attention. And of course, bright colours, movement, narrative… Good commercial animation takes away what is not essential to the communication. It requires great design skill and a business brain.

I chose an actor for the voice-over rather than a voice-over professional and asked him for a natural, colloquial read. Not perfect, but better authenticity. Polished delivery is not necessarily better delivery; depends on the target market and the intention.