The Client
Certarus
2D Animation
Explainer Video
Corporate Video
2:02
Project Description
As a provider of compressed natural gas delivery and mobile CNG distribution, Certarus needed help telling their story in a unique and easily digestible way. As part of our service, we strategized what the most cost-effective and appropriate animation style would be for this client. 3D animation could have overcomplicated their story for no additional gain, and live action footage of cow poop might not have been as cute. The solution was clear: a 2D animation explainer video it is. We were very intrigued and excited about this motion graphic example because:
- We love telling stories that help save the planet
- We get to draw cute little animals
- I always wondered how they captured the cow farts for renewable energy.
Reasons to use 2D animation
Making the decision to tell the story via a 2D animated video was a strategic move. The story could have been told with live action video, but filming a cow farm is messy, which ultimately contradicts the “clean” brand of Certarus. Modern animal farms, regardless of conditions, also typically bring up concerns from animal rights activists, which was a distraction we wanted to avoid in this story.
Choosing 2D design lets us explain high-level sequences of events and processes, and that’s exactly what we did for Certarus in this animated explainer video example. Learn more about when to choose 2D here
Our Process
We began by researching Certarus’ operations to understand their key goals and challenges. After storyboarding, we created custom graphics that visually communicated each stage of the process. Our team then brought it to life with dynamic animation to ensure that the final product was both informative and engaging. See below for more information on our 2D animation process!
Step 1: Script
The script is the lifeblood of your animation. Our technical copywriter turns technical jargon into a compelling story that sells your product, ensuring it captures viewers' attention and keeps watch time high.
We host auditions to find the perfect voice, providing you with a top-five shortlist.
Music is crucial, so we carefully select and edit songs that align with your brand and target audience, providing a unique track for each video.
Step 2: Storyboard
This project is a little different from most of our work of a similar scope. Usually we create hand illustrated storyboards to get the point across without spending too much of your budget too early. This is where ideas get shredded faster than Banksy’s, so we usually work in an easy to change medium – pencil and paper. This project, however, had too many variables to list here that allowed us to cut some corners and jump right into 3D land. Using the approved script, reference images, brand guidelines, and any further direction from the client, the storyboard gives the first glimps into what this story will look like and how it will flow visually.
Step 3: Vector Illustration
Giving our clients tons of opportunities to get the look they’re after is a huge part of our customer service. In order to make sure the project is going in the correct visual direction without blowing the budget, we make at least one fully realized styleframe to show our clients what the final result will look like.
Step 4: Animation
Now that the prep work is done, we’re ready to animate. The hard part is over, and now the long part begins. This is where we focus and bring your product to life.
You might think: the 90s called and want their graphics back. That’s fair, but trust the process. Blocking in the timing and motion ensures the story feels right.
This is another chance for clients to give feedback on movement and accuracy before we perfect it. Here’s a snippet of the animatic phase.
Step 5: Save the World
When the story is solid and the motion feels right, it’s time to hit the “make it beautiful button”. Just kidding, this is a tedious and technical process where fine art meets computer science meets religion.
Our team layers on several passes of renders to make it look better than real. This is the step where your customers start thinking rocks and metal are sexy. The breakdown of this specific animation is under construction, but here’s a peak at all the elements coming together of some of our other projects!