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