Explainer Video Production for Complex Solutions
When your product, service or process is hard to explain, the right explainer makes it easy to understand, easy to share and hard to forget.
For B2B and technical teams
If your best salesperson needs twenty minutes to explain what you do, a two-minute film can do it before the first meeting.
Animation, live action or both.
Complex solutions lose deals in silence
Some products are hard to understand from the outside: a platform that connects systems, a regulated financial product, an industrial process, a new way of paying a toll. Buyers rarely say they did not understand. They simply move on, ask a competitor or postpone the decision. The cost of a confusing explanation never shows up as a line in a report, but it shows up in every stalled conversation.
Explainer video production solves a specific problem: turning what your experts know into a sequence anyone in the buying group can follow. A good explainer chooses what to leave out, shows what cannot be filmed and answers questions in the order people ask them. It works for prospects, for new users, for partners who resell your solution and for the internal teams who have to explain it every day.
We work with your product, sales and customer teams to find the explanation that works, and we test it in the script before anything is animated or filmed. Only then do we build the visuals around it. When the explanation is right, everything else becomes easier to produce. The result is an explainer your whole company can use: on the website, in sales meetings, in onboarding and in every language your customers speak.
Product and platform explainers
Process and how-it-works films
Animated B2B explainers
Onboarding and adoption videos
Technical sales enablement
Explainer series, one question each
Product and platform explainers
Process and how-it-works films
Animated B2B explainers
Onboarding and adoption videos
Technical sales enablement
Explainer series, one question each
Why B2B explanations are so hard to get right
The people who know the product best are often the worst placed to explain it. They know every feature, every exception and every acronym, and they want all of it in the film. The audience wants the opposite: the problem, the idea and the next step, in words they already use.
Complex sales add another layer. A B2B explainer video has to work for the technical evaluator, the budget owner and the end user at the same time, often watched alone, on a phone, between meetings. It has to be precise enough for the expert and clear enough for everyone else, without becoming a feature list with music.
And some of the most important parts cannot be filmed at all: data moving between systems, a risk being prevented, a process happening inside a machine. That is where animation, motion graphics and well-chosen live action earn their place.
There is also the question of what happens after the first view. An explainer that convinces a prospect has to be followed by material for the next steps: a deeper walkthrough for the technical evaluator, a short version for the executive who signs, an onboarding sequence for the new user. Planning these pieces together means the same visual language, the same terms and the same characters carry through the whole journey, so nobody has to learn the product twice. It also means each video stays short, because it does not have to explain everything at once.
When Way-262 introduced barrier-free tolling on the BR-262, drivers had to understand a system they could no longer see. Working with Gaudí Creative Thinking, we wrote and produced five animated explainers, one question each, from how the system works to paying without an active tag, in horizontal and vertical versions. Read the Way-262 case.
The trailer is public. The full videos are available on request.
What usually goes wrong with explainer videos
Explainers fail in predictable ways. Each of these is decided in the script, long before animation or filming starts.
01.
Too many messages
A film that tries to explain everything explains nothing. We define the one idea the viewer must leave with and build the script around it.
02.
Features before the problem
Viewers care about their problem before your solution. We open with the situation they recognize, then show how the product changes it.
03.
Jargon from the inside
Internal vocabulary sounds precise to the team and opaque to everyone else. We test the script against the words your buyers actually use.
04.
Visuals that decorate
Animation that looks good but does not explain is expensive wallpaper. Every scene we design has to show something the narration cannot.
05.
One long film for every question
A five-minute explainer rarely gets watched to the end. A series of short videos, one question each, lets people find the answer they need.
Built for the buying group
B2B decisions are rarely made by one person. Technical evaluators, budget owners and end users each need a different level of detail, and most of them will meet your solution for the first time on a screen, without a salesperson in the room. An explainer that works for that group gives each person a clear first answer and a reason to ask the next question.
That is why we plan explainers as a system rather than a single film: a short overview that opens doors, deeper pieces for evaluators, practical videos for users after the purchase and versions for every channel where those conversations happen. For technology companies, it is part of how we approach b2b video production.
Versions for each market follow the same script and the same visual system, so the explanation stays identical while the language, the voice and the examples change.
How we produce explainers
From expert knowledge to a clear film
Five stages that turn what your specialists know into something your buyers understand on the first watch.
One idea
per film
Animation, live action
or both
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Discovery
Interviews with your experts and a look at how buyers describe the problem.
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Script
One idea, the buyer’s vocabulary and a structure that answers questions in order.
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Visual approach
Animation, motion graphics, live action or a mix, chosen for what must be shown.
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Production
Illustration and animation, filming or both, reviewed at defined points.
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Versions and delivery
Voice-over, subtitles, languages, ratios and cut-downs for every channel.
Hard to explain? Let’s make it simple.
Send us your current deck, demo or technical documentation. We will come back with the idea we would build the explainer around, the format we recommend and a production proposal with a budget per video.
Formats that explain
Pick the format for the job
The right format depends on what has to be shown. These are the ones we use most for complex solutions.
Learning
Educational videos
Lessons and explainers built to teach, in animation or live action. See educational video production.
Launches
Product films
Explainers that introduce something new, in time for the launch. See product launch videos.
Adoption
Training videos
How-to videos that help users and teams adopt the solution. See corporate training videos.
Explaining complex work for complex companies
“The team did a high-quality job with an excellent management. Congratulations!”
Ivanete Paes Landim
Google review
Related formats and cases
Where explanation connects to the rest of what we do.
Questions about explainer videos
Short answers for teams that need to explain a complex product, service or process.
What is explainer video production?
The planning and production of short videos that make a product, service or process easy to understand. It covers the script, the visual approach, animation or filming, voice-over and the versions each channel needs. For complex solutions, most of the work is deciding what to leave out.
How long should a B2B explainer video be?
Usually 60 to 120 seconds for an overview, and around a minute for each question in a series. The Way-262 explainers ran about 60 to 90 seconds each. If a topic needs more time, split it into several short videos instead of one long film.
Animation or live action for an explainer?
Animation when the important parts cannot be filmed, such as data, systems or risks; live action when trust depends on real people and real places; and often both. The choice follows what the viewer needs to see, not a house style.
How much does explainer video production cost?
It depends on length, technique, number of versions and languages. A short animated explainer costs less than a live-action film with several locations, and a series planned as one production costs less per video than films commissioned one by one. We send a budget per video with each proposal.
Who writes the script for an explainer video?
We do, with your experts. They review for accuracy; we take responsibility for clarity, structure and the words your buyers use. On the Way-262 series, we wrote the scripts from the agency’s brief and the operator’s technical materials.
Can an explainer be produced in several languages?
Yes. We plan localization in the script, keep on-screen text on separate layers and deliver voice-over or subtitles for each market, so the same explainer can work in every country where you sell.
What makes an explainer video effective for complex products?
A clear problem at the start, one central idea, visuals that show what cannot be filmed and a call to action that matches where the viewer is in the decision. Effective explainers leave details for later videos instead of fitting everything into one.
Can one explainer serve prospects and customers?
Sometimes, but the two audiences usually need different things. Prospects need a reason to care; customers need the steps to use the product. A shared visual system lets one production create both versions without doubling the work.
How do you keep an explainer accurate when the product changes?
By building it in modules. Animation assets, voice-over and graphics are organized so a feature, a screen or a price can be updated without remaking the whole film, and your product team reviews each change before release.
