Key takeaways
- Production does not start until the single message is clear.
- In the storyboard every scene must answer a question.
- Where technical accuracy is required, existing CAD and 3D assets are used.
- Sound design is part of the narrative, not a later addition.
When is it the right format?
Motion graphics is clearly the best option in three situations: showing the steps of a process, opening up an invisible mechanism, and making abstract data understandable. Photography and text fall short in all three.
By contrast, when you need to build an emotional connection, convey trust or tell a human story, live action works better. The format decision is functional rather than aesthetic.
The single-message rule
Work begins with narrative design, and the first job is clarifying the single message. The moment a second message is added the impact drops; with a third, the viewer remembers none of them.
That discipline shows in duration too. A sixty-second narrative is harder than a two-minute one because it requires deciding what to leave out.
Storyboard and production
At storyboard stage we write which question each scene answers and unnecessary scenes are cut there. This also lowers production cost markedly; animation is the most expensive thing to remove later.
2D and 3D animation are used together as needed. Where technical accuracy is required we draw on existing CAD or 3D assets; modelling from scratch happens only when necessary.
Delivery and use
Delivery is a set including social and presentation formats: a horizontal master, a vertical social cut, a subtitled variant suited to silent viewing and a looping version for trade fair screens.
When the same narrative can be used in a sales presentation, on the website, at a fair and in training, the production cost amortises quickly.