Animation can teach, move, and inspire, depending on how it’s used and who it’s for.
We design animations with purpose in mind. Every project starts with a clear goal: whether it’s to bring clarity to complex information, connect emotionally, or captivate an audience.
Animation also doesn’t have to be a flat experience on a screen. It can unfold in near-real time during a conference as a dynamic recap of the event, create an immersive experience in augmented or virtual reality, or even respond to touch as part of an interactive installation.
Three Purposes of Animation
Different stories call for different styles of engagement, based on who your audience is, and how you want your message to land. We group our animations into three core purposes:
Explainer Animations
Purpose: breaks down complex information into clear, digestible ideas for audiences who need to understand quickly.
Great for: training modules, policy/process walkthroughs, or conference recaps. Also good for projects with tighter due dates.
Audience: folks who need clarity over flair; learners, employees, or participants being introduced to a new concept.
How it works: simple visuals, minimal animation, emphasis on sequencing ideas so viewers can follow the logic.
Storytelling Animations
Purpose: to spark engagement and emotional connection by weaving information into a story or rich environments.
Great for: public-facing communications, awareness campaigns, organizational storytelling, or patient journeys/experiences.
Audience: broader audiences who need to care about the message, not just understand it; communities, clients, the general public.
How it works: full colour, layered scenes, metaphors, and visual richness that leave viewers with a feeling and memory.
Immersive Animations
Purpose: to fully immerse viewers in a vivid, captivating experience that holds attention and inspires action.
Great for: campaign launches, donor/board presentations, recruitment, or experiences where you want to wow an audience.
Audience: viewers who need to be moved and persuaded: funders, decision-makers, or broad audiences with high expectations.
How it works: rich, continuous animation with characters, transitions, and movement that feel cinematic and alive.
Beyond the Screen: Creative Uses for Animation
While each of these purposes focuses on the why behind an animation, there’s also the how. Animation doesn’t have to exist only on a screen; it can become part of a larger experience.
We’re communication strategists, helping our clients define who the animation is for, how it will be experienced, and how it can adapt across formats…from immersive installations to social clips, interactive displays, or printed infographics. By planning for multiple modes of engagement from the start, every animation becomes more than a single video.
→ Conference Recaps: animation can become participatory! At conferences, we gather insights from attendees and compile into a powerful recap video, ready to be revealed at the end of a conference.
→ Short-Form Video: longer animations can be edited into bite-sized versions for social media, perfect for sharing quick insights.
→ Dual-Purpose Infographics: an animation can be designed so the final frame is a printable infographic. This is great for handouts at workshops or posters.
→ Bring the world to life around you (AR / VR): Animation can be integrated into real world experiences, bringing static objects and posters to life.
→ Touch activated: animation can become touch responsive when used to reveal stories, information, or ideas.
→ Animated Infographics: breathing life into static visuals to emphasize key points or show how a process unfolds.
→ Use the assets in other products: the illustrations used in the animation can extend far beyond a single video: they can be blended into reports, presentations, or campaign visuals, maximizing both impact and value.
Whether your goal is to explain, connect, or inspire, a purpose-driven approach ensures your story lands where it matters most.
