Motion Explainers for Products With Nothing to Film

Most explainers we are asked to fix are twice as long as the moment they get used in. Across the developer-tool accounts we have instrumented, the back half of a 90-second explainer holds roughly one viewer in six, and those survivors sign up at a rate indistinguishable from the people who left at 30 seconds. So the default here is 40 to 50 seconds with real product interface on screen by the second second, and the long version gets made only when a sales team has a specific place to send it. What goes on screen: Real builds. We ask for a staging URL or a signed binary with seeded data that looks like a plausible account — not empty states, not lorem, not Figma frames pretending to be software. Capture runs at 60fps and gets retimed rather than sped up, and any latency in the recording that would embarrass you in a live demo is cut on a frame boundary instead of blurred over. Composite and typography sit in After Effects. Anything that has to live inside your own product or docs is authored in Rive or exported as Lottie under 400KB, because a hero animation that costs a second of LCP damages the page it was bought to improve. The script is the argument: One claim per shot, the claim inside the first six words, no cold open on somebody frustrated at a laptop. If your advantage is a config file of nine lines where the incumbent needs ninety, the video is that diff on screen, held long enough to actually read. We write it, you approve it, and nothing gets designed before you do. Automotive and furniture builds: A different problem. Configurator flows, finish and material states, assembly sequences, the differences between trim packages. The animation exists to answer what this looks like in my flat or on my driveway, so we work from your CAD or the manufacturer's own 3D assets rather than rebuilding geometry that already exists and getting a proportion wrong. Where we say no: Mascot characters. Isometric cities with floating icons. The whiteboard hand. Logo stings sold as brand work. Any project where nobody can give us a working build or real product footage — an explainer assembled from your marketing site explains your marketing site. Not in scope: Live action, presenters, studio time. Voiceover outside English and Turkish. Caption files and market versions, which have their own QC and their own quote. Maintenance after a product redesign; that is a new project, and we will tell you which shots survive it. The wrong buyer: Companies without a shipped build. Teams who need a film for a fundraise, where the audience is fifteen investors and the job is closer to a pitch than to media. Anyone whose committee has not agreed on the product's single claim — we will hold delivery until that is settled rather than animate a compromise, and that is not a threat, it is what the price is for. Sequence and delivery: One hour with whoever owns the product. Script for approval. Style frames and boards, which is the last inexpensive moment to change direction. Animation, then two revision rounds counted at the cut level rather than per note. You receive the master, the platform crops reframed by hand, the After Effects or Rive project, and the fonts and assets licensed to you rather than to us. Three weeks from approved script for the core piece.