WorkBeads Explainer
The first explainer animation for WorkBeads, Bio-Works' chromatography resins.
Creative Director
Role
Background
At Bio-Works Technologies, we set out to make the first explainer animation for WorkBeads, our next-generation chromatography resins. This is how we went about it.
Goals
Making technical information digestible for everyone
The explainer animation has to speak not only to the biotech experts, but to anyone interested in understanding what WorkBeads are.
Ensuring facts remain concise and relevant
The challenge is to keep the duration of the video under 1 minute. This required us to collaborate internally with every department to understand and address every stakeholder's potential concerns without them having to articulate it.
Creating a feel-good animation
A pattern we observed early on in the research stage was that most pharma-related content seems to create a sense of urgency and danger in the viewer. We decided to take a different approach and implement tactical details to ensure that our audience leaves their first viewing feeling good about our product.
Solutions
Talking to the least technical person
In understanding that the video needs to effectively communicate to every viewer, we quickly realized that we cannot get too technical. Once the ICP research was done, the script was rewritten to be easily digestible by the most junior, non-technical person who might watch it.
Optimizing for retention
Our approach to keeping the content relevant was to steer clear of mentioning facts that we cannot fully address in 1 minute. We decided that it was okay if our audience was left with unanswered questions. It was, however, not okay to be left with doubts about facts presented in the video. As a result, we optimized every constituting element to ensure that content complexity will not hurt comprehension.
Avoiding provocative scenes and negative imagery
This video is the origin story of a product. Our aim was never to make a sales pitch video. We designed the scenes to be dynamic with rich saturated colors and colder tones. Camera movements are playful and not robotic. This not only helps retention, but also creates an uplifting field of energy that leaves the viewer feeling unalarmed after watching it.
Conclusion
The end result was a visual journey that delved deep into the wonders of red algae and its pivotal role in our product. With clear visuals and a focused target audience, we made a complex topic understandable, highlighting our innovative approach and dedication to clear communication.
