Produce Video & Animation — The Complete Playbook

Video is the highest-leverage creative asset in tech marketing. A single explainer video can double conversion rates. A single product demo can drive 30% more trial signups.

But most videos fail. They're too long, too vague, or too generic. Here's how we produce video that works.

The 5-beat structure

1. Problem (0:00–0:10) — State the pain. 2. Old way (0:10–0:20) — Why the status quo fails. 3. New way (0:20–0:50) — Your product as the fix. 4. Proof (0:50–1:10) — Numbers, logos, results. 5. CTA (1:10–1:30) — One action.

This follows the buyer's mental model, not your product's.

The 90-second rule

Explainers should be 60–90 seconds. We've tested 30, 60, 90, and 120 seconds. 60–90 wins on conversion.

Anything over 2 minutes loses viewers at the 30-second mark.

Production types

2D motion graphics — Abstract concepts, SaaS explainers

3D animation — Physical products, depth

Live-action + motion — Human-centered products

UI animation — Product demos

AI-generated — B-roll, VFX previs, localization

Pick based on what communicates best.

Scriptwriting rules

• Grade 6–8 reading level
• Short sentences (max 12 words)
• Active voice
• Concrete over abstract
• Specific numbers over vague claims

Read the script aloud. If you stumble, rewrite.

Animation QA

Even animation needs testing:

• Frame accuracy
• Audio sync
• Color consistency
• Caption timing
• Cross-device playback

Animation bugs are the most visible bugs possible.

Common mistakes

• Starting with company history
• Features before outcomes
• Too long (over 2 minutes)
• No proof or credibility
• Multiple CTAs
• Skipping animation QA