Animation April! Step 2: The Science Bit…

Animation April! Step 2: The Science Bit…

Alright, alright, maybe it’s not quite science, but it is a super skilled part of the process. It’s easy to underestimate the work that goes into an animation, or video of any kind, especially when all you see is 60 seconds of finished film.

At DoodleDirect we’re lucky to have some of the best scriptwriters and animators in the business. One of the perks of having a team all over the country! It also means our clients get the very best people, handpicked especially for their project.

So, what happens first?


Scripting is the very first part of the process, even if you choose not to have a voiceover for your video – it’s still important to get the story clear, convey your key messages and importantly, do so within the allotted time.

What does this mean? 150 words, spoken at the average read-rate for most people will equal around 1 minute of film.

150 words equals 1 minute
225 words equals 1 minute 30 seconds
300 words equals 2 minutes
375 words equals 2 minutes 30 seconds

Recent studies show that around 66% of people prefer videos* that are 1 minute or less. That is a very tight timeframe to communicate your messages.

That’s why it is important to keep your key messages key! The scriptwriter will go through your brief, research your brand to get a handle your tone of voice and then write a script that conveys your messages and gets your audience to take action.

It’s at this stage that we work together to define exactly what it is you want your audience to do – click a link, sign-up, request a quote, call a phone number – just one thing, to take your viewer onto the next step of the customer journey.

*consumer or product videos


After the script has been approved, our animators take centre stage. We’re very proud to work with award-winning animators who get the job done beautifully! Using the script as a guide, they will create storyboard that supports the narrative and punctuates key messages with strong visuals that are on brand.
The storyboarding process gives you an idea of how the final animation will look – it’s an important part of the production process as it means you can be sure the animator is on the right track, so there are no surprises when you receive the final video file.

It can be difficult to visualise exactly how the video will look simply from a script, so this gives you and your colleagues a stronger vision and gives greater clarity to the idea of the video narrative.

After you have approved the storyboard, it’s all systems go.

The animators animate!

And before long, you’ve got a shiny new animation to share with your customers or potential customers.

So, what are you going to do with your animation?

Next time we’ll share some of our ideas on how to reach your audience.