Once the design stage is locked in, the video moves into its most dynamic phase—animation.
This is where the static visuals crafted by the design team come alive.
At What a Story, our animators, with a keen eye and technical expertise, ensure every movement, transition, and effect serves a purpose.
By the way, did you read the previous post in the series?
The Role of Animation in B2B Videos
Think of animation as the heart that makes your video pulse with energy.
It’s not just about making things move; it’s about guiding the viewer’s attention, explaining complex ideas in a digestible way, and making your product or service look irresistible.
Transitions, effects, and even the way elements appear on the screen play a critical role in keeping your audience engaged.
In B2B videos, especially, animation has to strike a balance between being informative and visually compelling.
Whether it’s a software UI that needs to be demonstrated with seamless transitions, or a product feature that requires a simple, eye-catching explanation—animation is the tool that does the heavy lifting.
The Animation Process: From Design to Motion
Once you’ve approved the design, our animators get to work animating each scene.
Here’s where things get technical.
Rigging, effects, transitions, keyframing, and motion tracking come into play.
If that sounds like jargon, don’t worry; it just means we’re making sure your video looks smooth, professional, and engaging.
Rigging is used when characters or elements need to move in a controlled, lifelike way.
For instance, if a scene has a character pointing at a feature on your product’s UI, rigging ensures the movement looks natural.
Transitions are where magic happens. These aren’t just ordinary fade-ins or wipes; they’re tailored to keep the flow smooth and the message clear.
A well-done transition can take your audience from one complex idea to the next without losing them. Just last week Shailendra taught me how to do a "math-cut".
Now, I am not an animator, but it is fun seeing my team playing and creating new things everyday.
Shailendra says:
“Subtle animation is powerful. Sometimes, it’s the smallest, most seamless movements that leave the biggest impression on your audience.”
Sound: The Final Layer
Animation is only one half of the equation. A powerful video also needs a solid audio layer. At this stage, our sound team steps in to add music, voiceovers, and sound effects (SFX).
Whether it’s a gentle swoosh as text appears or the deep bass of a product’s name being introduced, sound adds that extra layer of immersion.
Wrapping Up Animation
By the end of the animation process, you’ll have a fully animated video that not only looks good but also communicates your message with precision.
We make sure the video is fluid, engaging, and above all, purposeful.
I hope you learned something today, to learn about our process in detail or to hire us to create a video for you, click here.
See you on the other side.
