A product animation draws what a camera can't film
Most product animations open on a render of the product, turning slowly. A logo. A glossy dashboard floating in space.
But a B2B buyer rarely doubts what your product looks like. They doubt what no camera can film: claims stuck in a queue, data moving between clouds, the coil inside the unit, the click that saves an hour.
That's the job. Draw what can't be filmed.
The short answer: the product animation videos that work draw one of four things. Knot Scene draws the buyer's problem before the product appears. Wire Map draws data, keys or signals moving through a product nobody can see. Ghost View opens a physical product so the working parts show. Cursor Trail animates the interface through one task. The 30 animated product videos below, from 2D motion graphics to 3D renders, are sorted by what they draw.
Planning a product animation?
Talk to the Advids team about style, budget and timeline before you storyboard. Start with the one thing your buyer can't see on camera.
If your buyer hasn't felt the problem, draw it before the product.
A plumber's ad shows the flooded floor, not the wrench. Your buyer's stuck claims, scattered spreadsheets or vendor pile-up are that floor. Until it's on screen, your product fixes nothing.
I call it the Knot Scene: one animated picture of the mess, drawn before the product shows up. Seven examples.
Olive B2B Product Demo Video
Olive sells AI that automates healthcare claims work. The animation starts with the mess in the revenue cycle, then hands the work to Olive's AI.
What works here:
The problem gets a picture. Inflated accounts receivable becomes a hot air balloon, so a finance leader sees the swelling before hearing a number.
Then a grid of claim cards. Olive's AI checks each status, flags denials and sorts accounts by priority.
Common denials get fixed on screen: missing medical records retrieved, eligibility verified, first appeals drafted. Staff move to the complex cases, and dashboards close it out.
The move: Turn your buyer's worst metric into one object that grows on screen. If a viewer can't name the problem after the first scene, the picture is too abstract.
Signifyd 3D Product Presentation
Signifyd protects online merchants from fraud. Its animation turns checkout friction into chains and locks, then hands the merchant a key.
What works here:
The pain is one every shopper knows: two-step verification and long forms, drawn as obstacles on the way to checkout.
One metaphor carries the product. Security is the chain, and Signifyd is the key that opens it without dropping the protection.
The close is about growth, not fraud: more completed sales and loyal customers once the friction is gone.
The move: Draw your buyer's trade-off as one object, then show your product removing it. If the metaphor needs a voiceover to decode, pick a simpler one.
Petal Animated 3D Product Demo
Petal MD sells cloud scheduling for physician groups. The animation opens on one person buried in paperwork and closes on a balanced seesaw.
What works here:
Scattered non-availability requests flow into one cloud. Rule-based procedures turn them into a schedule without conflicts.
Physicians get their own scene: entering availability from a phone, seeing approved schedules in real time and swapping shifts with colleagues.
The seesaw names the payoff the buyer cares about: work-life balance for physicians, not a faster scheduler.
The move: End on the human result your product makes possible, drawn as one image. If your last frame is a dashboard, ask what that dashboard gives back.
Telia Visual Product Exploration
Telia sells global IoT connectivity. The 2D animation opens on a frustrated character juggling providers, roaming rules and a flurry of “sign here” prompts.
What works here:
Every contract gets its own pop-up, so the cost of many providers is visible without a number.
Then the eSIM lifecycle in order: embedded, tested, and the subscription paused until activation.
The message lands in three lines: “ONE Global eSIM, ONE Agreement, ONE Point of Contact.”
The move: Count the contracts, logins or vendors your buyer juggles today and put each one on screen. Then show the one thing that replaces them.
Lifesize Product Feature Overview Video
Lifesize's animation is about simplifying business collaboration tools. It opens on the IT team's problem: too many communication tools to manage.
What works here:
Playful metaphors stand in for the complexity, so a dry IT topic stays light.
The style is minimal and bright, with short explanations aimed at IT professionals and business decision-makers.
It ends on one closing message instead of a feature list.
The move: If your buyer is IT, draw their tool sprawl as something slightly absurd. If they'd smile in recognition, the scene works.
o9 Software Product Feature
o9 sells a planning platform it calls the Digital Brain. The vector animation starts with outdated computers and disconnected spreadsheets, the old way supply chain teams plan.
What works here:
Scattered data swirls into a vortex and comes out as one connected platform, so integration is shown, not claimed.
A network of glowing nodes stands for the Digital Brain, linking supply chain, finance and procurement.
Scenario planning closes it: users compare options in real time and see the financial impact of each decision.
The move: Show the old tool your buyer still uses, by name or by look. If they recognize their own spreadsheet, the rest of the video has their attention.
Cirion 2D Product Video Promo
Cirion's animation sells cybersecurity services. It treats security as the thing that lets a business move forward, not only a defense.
What works here:
Services like Cloud WAAP and On-Premise Security get clear on-screen text over abstract digital landscapes.
Threats come first. Then the turn: an astronaut exploring new horizons stands in for a business that's protected.
The line to remember is a dare. Businesses are asked to “dare themselves” into the future.
The move: If your buyer sees your category as a cost, end on what it lets them do next. If the last scene is still a threat, the video stopped too early.
Move 2 · Wire Map
If your product is invisible, draw what moves through it.
Once they feel the knot, the next question arrives. What's actually going on inside your product?
Nobody sees electricity, but every building has a wiring diagram. Your API, cloud service or security layer works the same way. I call it the Wire Map: data, keys or signals drawn as lines between boxes your buyer recognizes. It's the core move in most technology explainer videos. Ten examples.
Chainlink Product Animation Walkthrough
Chainlink's 2D animation answers the question in its title: what is a blockchain oracle? It shows how smart contracts get real-world data they can trust.
What works here:
Off-chain data starts as a spinning globe of API feeds, then passes through a decentralized oracle network drawn as hexagonal nodes.
Data types are named: financial markets, weather and IoT sensor readings. A developer sees their own use case.
Many independent validators check the same data, so “tamper-proof” becomes a picture, not a promise.
The move: Draw the path your data takes from source to result, one hop at a time. If a viewer can't trace the line with a finger, add a step.
Denodo Technology Product Walkthrough
Denodo sells data virtualization. The animation uses clean isometric 3D to show its platform on AWS, joining data that lives in many places.
What works here:
Silos are drawn as separate blocks, then connected to many AWS services through one platform.
Business teams get self-service views of all enterprise data, and IT gets time back for strategic work.
Governance and security sit in one central point, so the buyer who owns compliance gets a scene too.
The move: Draw your buyer's current data as separate blocks they'd recognize. Then draw one line through all of them. That line is your product.
Wärtsilä Product Animation
Wärtsilä Voyages sells fleet optimization for shipping. The 3D animation pulls scattered vessel and shore data into one view.
What works here:
A radar-style interface connects the dots across data sources, so unified data becomes a shape on screen.
Benefits are named as labels: “Green Efficiencies” and “Enhanced Performance.”
Routes across the globe link crew at sea to managers on shore, all in one platform.
The move: If your product connects people in different places, draw both ends and the line between them. Then name the benefit on that line.
BetterCloud Product Showcase Promo Video
BetterCloud Discover finds the SaaS apps a company uses. The animation draws a growing web of apps and users, including the ones IT never approved.
What works here:
The web is the problem. Each new connection adds data risk, and the viewer watches it spread.
Then the cleanup. IT finds redundant or unused apps and removes them, which cuts SaaS spend.
Unsanctioned access and shared data get flagged, so the security lead has a reason to watch too.
The move: Draw your buyer's sprawl as a network that keeps growing. If it looks manageable, draw more lines.
Microsoft Azure Key Vault animated explainer
Microsoft Azure's isometric 3D explainer covers Key Vault Premium and Managed HSM. It answers the question a regulated buyer asks first: who can reach my keys?
What works here:
Control is split into three questions: where data is stored, how it's secured and who can access it.
Two tiers, two buyers. Key Vault Premium covers enterprise scale without dedicated hardware. Managed HSM adds stricter isolation, on FIPS 140-3 Level 3 validated HSMs.
It names the industries, finance, government and healthcare, and says even Microsoft's own operators are kept away from customer keys.
The move: If you sell to regulated buyers, say who can't access their data, including you. If your video skips that line, their security review won't.
Samsung CognitiV NOS animation
Samsung Networks sells CognitiV NOS to network operators. The 3D animation lays out 5 levels of network autonomy, then places its product on that ladder.
What works here:
The ladder is the map. From assisted operations to closed-loop rules to networks that understand operator intent, each level gets its own scene.
The product is drawn as parts: intelligent applications, an agent builder service and an AI model service, plus digital twin solutions.
It says where it stands: past the first phase of level 4, moving toward agents that work across layers and domains.
The move: If your market has a maturity model, draw it, then pin where your product sits. If buyers can't find their own level, the map is too vague.
Nordic Semiconductor NTN animation
Nordic Semiconductor's 3D animation explains non-terrestrial networks for IoT. It opens on a question: how do you stay connected where ground networks stop?
What works here:
Devices reach LEO and GEO satellites when terrestrial IoT networks can't serve them, drawn as links from ground to orbit.
One module does both. The nRF9151 supports terrestrial and non-terrestrial networks.
Markets are named: smart agriculture, environmental data collection, infrastructure monitoring and asset tracking.
The move: Open on the place your buyer's product loses signal, data or users. Then draw the link your product adds.
Amazon EBS product animation
Amazon Web Services introduces Amazon Elastic Block Store with 2D motion graphics. Storage is drawn as cylinders, one style per volume type.
What works here:
The problem comes first: pressure to deliver speed, resilience and scale, with performance gaps and rising costs.
Each tier is matched to named workloads. gp3 suits MySQL, virtual desktops and Hadoop. io2 Block Express suits SAP HANA, Oracle and Microsoft SQL Server.
Snapshots get their own job list: disaster recovery, migration across regions and accounts, and backup compliance.
The move: Pair each plan or tier with an app your buyer already runs. If a viewer can't pick their tier by the end, add the app names.
Palo Alto Networks Strata 3D Product Animation
Palo Alto Networks explains its flexible security consumption model in 3D. Buyers purchase credits in bulk and spend them on the security they need.
What works here:
Credits replace individual licenses, so the pricing model itself becomes the picture.
VM-Series firewalls grow and shrink on screen as vCPUs are added or removed. Elastic sizing is something you watch.
An à la carte menu shows services like Threat Prevention and Advanced URL Filtering, with a dashboard that tracks spend.
The move: If your pricing is part of the product, animate the pricing. If a buyer can't explain how credits work after one watch, slow that scene down.
Thales 3D Product Launch Video
Thales secures Google Workspace with client-side encryption. The animation shows the organization holding its own keys, not the cloud provider.
What works here:
Two products, two jobs. CipherTrust Cloud Key Manager handles the key lifecycle. SafeNet Trusted Access handles identity and authentication.
Control is the theme: keys, identity and data stay with the organization.
Regulations are named on screen: GDPR, Schrems II, ITAR and TISAX.
The move: If you sell two products together, give each one a single job on screen. If the jobs overlap, the buyer will think they're paying twice.
Move 3 · Ghost View
If the value sits inside the box, take the box away.
Software buyers can't see your code. Hardware buyers have the opposite problem: they see the box, and every box looks alike.
A watch with a glass back sells the movement, not the case. A firewall, a router or a lab scanner works the same way. I call it the Ghost View: a 3D render where the shell fades and the working parts, or what they reach, stay on screen. 3D exploded view videos take the same idea apart piece by piece. Five examples.
Lennox VRF 3D Product Animation
Lennox's 3D animation explains its commercial VRF system for heating and cooling. It opens the unit up so you can watch the refrigerant move.
What works here:
Refrigerant flow and a split coil heat exchanger are shown inside the system, including heat delivery during defrost cycles.
Heat recovery is drawn as heat moving from zones being cooled to zones being warmed, with power graphs alongside.
The fit is named: multi-story, multi-zone buildings like schools, hotels and offices.
The move: Pick the one internal part that makes your product different and show it working. If the shell never opens, the viewer is buying the box.
Fortinet FortiGate 50G 3D animation
Fortinet's FortiGate 50G is a firewall appliance for distributed enterprise sites like branches. The 3D animation walks through the models and the numbers a network buyer checks.
What works here:
Models are shown by need, including Wi-Fi and 5G versions. The 5G desktop unit carries dual nano SIM slots and GPS.
Throughput gets its own figures for firewall, VPN, threat protection and SSL inspection.
It names the chip, SP5, and the gain it brings: 2 times the firewall performance and 2.5 times the encryption performance.
The move: If your buyer compares spec sheets, put each spec next to the part that delivers it. If a number floats with no part attached, it reads like a brochure.
Nokia WiFi Beacon 9 3D animation
Nokia's 48-second 3D animation shows the WiFi Beacon 9, a mesh router for the home. Coverage spreads through a multi-story house as you watch.
What works here:
The house carries the claim. “Corner-to-corner mesh coverage” becomes something you can follow room by room.
Numbers arrive as short on-screen lines: up to 9.4 Gbps in the home, tri-band Wi-Fi 7, up to 2.5 Gbps uplink.
Standards close it: Wi-Fi 7 certified, TR-369, EasyMesh and the Open Container Initiative, with Corteca software named last.
The move: If your product's value is reach or coverage, draw the space it covers, not the device. If the device fills most of the frame, pull the camera back.
ZEISS Spatial Biology product animation
ZEISS animates its spatial biology workflow, from stained slide to finished report. The hardware and the software share one sequence.
What works here:
Slides load into Axioscan 7, which scans 100-plus brightfield and multiplex immunofluorescence slides a day, with no manual setup.
One click links each barcode to the right scan and analysis settings. Then scans upload for AI image analysis.
The close fits in four words: “Sample in, report out.”
The move: If your product is hardware plus software, follow one sample through both. If the scene jumps from machine to screen without the sample, add the handoff.
StoneX 3D Product Advertisement Video
StoneX's PMXecute video is a 3D product advertisement built on camera work. Close-ups and 360-degree shots carry most of the message.
What works here:
Close-ups and 360-degree turns show the product from every side, so detail doesn't need narration.
Color and lighting pull the eye to the parts that matter.
The pacing gives each shot time to land instead of cutting on every beat.
The move: If your product's quality is visible, let the camera orbit it slowly. If the viewer can't tell what they're looking at, add one line of on-screen text.
Move 4 · Cursor Trail
If they doubt it's easy, animate one task, click by click.
They've seen the problem and the parts. The last doubt is effort. Will my team actually manage this?
A flight safety card doesn't describe the plane. It shows two hands doing each step. Your interface is those hands. I call it the Cursor Trail: an interface animation that follows one task from the first click to the result. Eight examples.
Podium Product Launch Video Teaser
Podium's animation shows its Webchat product turning an online visitor into a text conversation. One click starts it, and the rest happens on the phone.
What works here:
The task is one click. A visitor taps the Webchat button, and a personal text conversation opens.
Message bubbles show what happens next on mobile: booking appointments, asking questions and paying.
Routing and reporting close it, so the manager sees where each lead went.
The move: Animate the first click and the first reply. If the viewer can't see the handoff from browser to phone, add that frame.
CedCommerce Visual Product Teaser
CedCommerce sells a Reverb integration for WooCommerce sellers of music gear. The 2D animation turns listings, stock and orders into a few clicks.
What works here:
It opens on why to care: Reverb's reach as the marketplace for music gear.
Inventory sync and real-time stock updates run from one dashboard, with orders created and updated automatically.
Scale is the payoff: hundreds of product uploads and updates in a few clicks, with 24/7 support behind it.
The move: Show the bulk action, not the single one. If your product saves time at volume, put the volume on screen.
BarTender labeling software animation
BarTender, from Seagull Scientific, sells labeling software. Its 58-second animation mixes interface shots with 2D and 3D motion to show labeling at any scale.
What works here:
Three verbs organize the whole video: create, automate and manage.
The output proves range: RFID tags, barcodes and ID cards, for micro-businesses up to global enterprises.
A world map unfolds to show printing anywhere, with central management and security.
The move: Sort your interface scenes under three verbs your buyer uses. If a scene doesn't fit one verb, cut it.
360Learning 3D Product Visualization Showcase
360Learning's animation is titled “Take the Dread Out of Compliance Training.” It shows what non-compliance costs, then how the platform automates the admin.
What works here:
Enrollment filters by location, role and certification expiry are animated in the interface, then done “like that.”
Icons show the cascade of non-compliance: accidents, lost productivity, fines and damage to reputation.
Dashboards show completion rates, scores and individual status for audit-ready reporting.
The move: Animate the one filter or rule that replaces a manual chore. If the chore isn't named first, the click won't feel like relief.
WalkMe Software Product Tutorial
WalkMe sells a digital adoption platform. The 2D animation starts with employees lost in too many apps, then puts guidance inside the apps they already use.
What works here:
On-screen walk-throughs appear at the moment of need, so training happens inside the task.
Tasks that span several applications run with a single click.
Analytics on software usage give leaders the visibility they were missing.
The move: Show your guidance on top of the buyer's own tools. If the viewer has to leave their app in the video, they'll expect to leave it in real life.
ServiceNow Video Branding Product
ServiceNow's animation is about digitizing workflows across a company. Crisp vector art and UI simulations show requests moving between teams on one platform.
What works here:
Real requests carry it: an IT equipment request, an HR question and an incident that crosses departments.
Dashboards and predictive alerts show work being prioritized before anyone asks.
Interactions are mobile-first, for employees and customers alike. It ends on a mosaic of people and screens.
The move: Pick three requests from three teams and route all of them through your product. If one team is missing, the platform claim gets weaker.
Hitachi Product Launch Promo Video
Hitachi JP1 V12 manages IT operations. The isometric 3D animation draws systems as modules joined by glowing circuit paths, then lifts everything into one dashboard.
What works here:
A one-stop dashboard gives a bird's-eye view of operational logs and configuration.
Cross-platform scheduling and automation play out as sequences, from single tasks to enterprise-level jobs.
Monitoring, IT asset management and security compliance round out the case for the decision-maker.
The move: Zoom from one task to the whole operation in a single camera move. If the viewer loses which task they started with, slow the zoom.
Bloomberg Informative Product Demo Video
Bloomberg Law's Brief Analyzer helps lawyers check the authorities cited in a brief. The animation moves from dark, crowded research visuals to a bright, organized screen.
What works here:
The color shift is the argument. Research overload looks dark, and the product looks clear.
Abstract UI shows the analysis of cited authorities, then content suggestions with the reasons behind them.
Results sit side by side, so a lawyer can compare without switching windows.
The move: Let the color change when your product arrives. If the before and after scenes look the same, the viewer won't feel the switch.
Pick your move
Which product animation does your product need?
The short answer: ask one question. What does your buyer need to see that a camera can't film: the problem, the hidden mechanism, the inside of the hardware or the clicks? The answer picks the move. One move per video. If your product needs two, make two short animations instead of one long one.
Now go back to the slow-turning render from the opening. It shows the one thing your buyer could already see in a photo.
The move: write down the one thing your buyer has to believe that no camera could film. Storyboard that scene first. Everything else is a frame around it.
A render shows what your product looks like. An animation shows what it does.
FAQ
Product Animation Examples FAQ
What is a product animation video?
A product animation video uses 2D or 3D animation to show how a product works and why it matters to a buyer. It draws what a camera can't film: a problem, data moving through a system, the inside of a device or one task in the interface. Nordic Semiconductor, for example, draws IoT devices reaching satellites.
When should you use animation instead of filming the product?
Use animation when the important part is invisible or hard to reach. Software, data flows, security layers and parts sealed inside a case all qualify. Film the product when its look, size or feel is the point. Many teams mix both: a filmed opening, then animation for the part a lens can't show.
Should a product animation be 2D or 3D?
Match the style to the product. 2D suits software, processes and ideas, the way Telia and WalkMe draw their problems. 3D suits physical products and space, like Lennox's refrigerant flow or Nokia's coverage through a house. For more 3D work, see these 3D product CGI videos.
How long should a product animation be?
Most run 1 to 2 minutes. 23 of the 30 animations on this page fall in that range. The shortest is Nokia's WiFi Beacon 9 at 0:48, built around one claim. The longest is Microsoft Azure's Key Vault explainer at 2:26, because it covers two tiers for regulated buyers.
How do you animate a software product that has no physical form?
Draw what moves through it. Chainlink draws data passing through oracle nodes. BetterCloud draws a growing web of apps and users. Denodo draws silos joined into one platform. Pick the one flow your buyer cares about and give it a shape they can follow.
How do you show a buyer's problem without making the video gloomy?
Make the problem a picture, not a lecture. Olive turns swelling accounts receivable into a hot air balloon. Signifyd turns checkout friction into chains and locks. Keep the problem scene short, then spend most of the runtime on the fix and the result.
Should a product animation show the real interface?
Show it when ease of use is the doubt. Podium, 360Learning and WalkMe animate their interfaces through real tasks. Simplify the screens so one action reads at a time. Skip the interface when the value is invisible or physical, and draw the mechanism instead.
How many features should a product animation cover?
As few as the story needs. Telia lands its message in three lines, and BarTender organizes everything under three verbs: create, automate and manage. Every extra feature is another thing to remember and another reason to stop watching. Pick the ones that answer your buyer's doubt.
Should a product animation use a voiceover?
Usually, yes. A voiceover lets the animation carry the picture while words carry the reasoning. Nokia's 48-second piece shows the other route: short on-screen lines and no long narration. Add captions either way, since many people watch with the sound off.
What's the difference between a product animation and a product demo?
A product demo video shows the real product doing a real task, usually in screen recordings. A product animation can draw anything: the problem, the hidden mechanism or a simplified interface. Use a demo to prove the product is real. Use animation to explain what a demo can't show.
Can one product animation serve several buyers?
It can, if each buyer gets a scene. Petal MD gives physicians their own scene after the scheduler's. BetterCloud speaks to IT, then to security. Name each role on screen. If more than three roles compete for time, cut separate versions instead.
How do you measure whether a product animation works?
Pick the goal first: demo requests, trial sign-ups or fewer sales questions. Track clicks on the call to action against that goal. Then check watch time and where viewers drop off. A drop-off point shows the scene that lost them, which is the next thing to fix.
Patterns from the analysis
Product Animation Best Practices
Seven of the animations above were broken down from their full transcripts: Amazon EBS, Microsoft Azure, Fortinet, Nokia, ZEISS, Nordic Semiconductor and Samsung Networks. Five patterns showed up. Seven is a small sample, so read each count as what these seven did, not as market data.
Problem Open
Should a product animation open on the problem or the product?
Observation
Amazon EBS opens on pressure to deliver speed, resilience and scale. Azure opens on risk: data exposure, outages and compliance mandates. Nordic opens on a question about remote connectivity. Samsung opens on networks growing more complex. Fortinet opens on why network security matters. Nokia and ZEISS open on the product.
Data
5 of 7 opened on the buyer's situation. 2 of 7 opened on the product.
The move
If your buyer already knows the problem, open on the product. If they don't, give the problem one scene first.
Hard Spec
Should a product animation put numbers on screen?
Observation
Nokia shows up to 9.4 Gbps in the home. Fortinet claims 2 times the firewall performance. ZEISS scans 100-plus slides a day. Amazon EBS cites five nines of durability. Azure names a standard, FIPS 140-3 Level 3, instead. Samsung counts 5 levels of autonomy. Nordic gives no figure.
Data
4 of 7 put a performance number on screen.
The move
Show one number your buyer can check against a competitor. A number next to the part that delivers it beats a list of adjectives.
Tier Split
How should a product animation handle several plans or models?
Observation
Amazon EBS splits gp3 and io2 Block Express by workload. Azure splits Key Vault Premium and Managed HSM by isolation needs. Fortinet shows Wi-Fi and 5G models. The other four present one product.
Data
3 of 7 split the product into tiers or models and matched each to a need.
The move
If you sell tiers, give each tier one buyer and one job. The viewer should leave knowing which one is theirs.
Named Workload
Should a product animation name the buyer's use case?
Observation
Amazon EBS names MySQL, SAP HANA, Oracle and Microsoft SQL Server. Azure names finance, government and healthcare. Nordic names smart agriculture, infrastructure monitoring and asset tracking. Fortinet names a setting, distributed enterprise sites, and Nokia names the home.
Data
3 of 7 named specific apps, industries or markets.
The move
Name the app or industry your buyer works in, out loud and on screen. People notice their own name in a list.
Outside Standard
Should a product animation cite standards or ratings?
Observation
Azure cites FIPS 140-3 Level 3 validated HSMs. Nokia lists Wi-Fi 7 certification, TR-369 and EasyMesh. Fortinet cites its place as a Gartner Magic Quadrant leader for SD-WAN. The other four rely on their own claims.
Data
3 of 7 cited an outside standard or rating.
The move
If a technical buyer will check compliance anyway, put the standard on screen. It answers the first question in their review.
How to plan
Where to use your product animation
Put the animation where the doubt it answers shows up. That one rule decides most placements.
Product pages. A Wire Map or Ghost View above the fold explains what the product is before anyone reads a spec.
Sales follow-ups. One short animation per question a buyer raised on the call.
Trade shows and booths. A Ghost View loop shows the inside of hardware nobody can open on the floor. For more, see these hardware demo videos.
Onboarding and help docs. A Cursor Trail answers “how do I do this?” before a support ticket does.
How to brief a product animation
A good brief answers six questions before anyone opens design software. Each answer narrows the next.
Buyer. Who's watching, by role. A CFO and an IT admin need different scenes.
Doubt. The one thing they don't believe yet: the problem, the mechanism, the inside or the ease.
Jai Ghosh is a Video Producer at Advids, where he has planned and produced videos for B2B software and technology companies for 7 years. He works on product demos, explainer videos and brand videos, from the first script to the final cut, for clients from startups to enterprises.
Before Advids, Jai spent over 11 years in freelance media consulting, after starting out in digital journalism. He writes the Advids blog's breakdowns of product and demo videos, sorting real examples by the question each one answers for a buyer.
Focus: SaaS product demos, explainer videos and brand videos
Experience: 7 years at Advids, over 11 years in media consulting
