Explainer Video – Developer Shorts
Explainer Video Series Overview
Twilio came to us to produce 6 short brand awareness videos in 2D animation and motion graphics for site-wide retargeting prospective customers who have started researching Twilio products and solutions.
The Series Approach: Why Multiple Short Videos Outperform Single Long-Form Content
When Twilio approached Wideview for their developer awareness campaign, we recommended a series of six focused videos rather than one comprehensive piece. Short, targeted videos allow viewers to absorb one key message at a time without cognitive overload, leading to better retention and engagement. Each video in the series can be deployed at different stages of the customer journey. This approach also provides invaluable analytics, letting you track which specific messages resonate most with your audience and optimize your content strategy accordingly.
The production efficiency gains are equally compelling. Once we established the visual system and character design for the first video, we could leverage those assets across the entire series while keeping production costs controlled. This modular approach means clients get more content touchpoints for their investment, and the ability to test and iterate messaging based on real performance data.
Explainer Video Objectives
The purpose of the WHY Twilio series is to help them understand why they should engage with Twilio. They need a flexible, customizable solution that can adapt to the unique needs of their business. They value global ease to use, flexibility, availability, reliability, as well as scalability. They also value a modern cloud-based communication platform. Once they’ve built it, they want it to “work” and avoid complexity.
The style of these short animations is based on a simple but original character design, with easily recognizable and adaptable shapes. The colors are those of the Twilio charter, and a few textured elements allow for the addition of differentiating and more fanciful features in the various scenes we have developed.
Smart Character Design: Balancing Simplicity with Brand Flexibility
The character design for Twilio’s series demonstrates how thoughtful simplicity can actually increase creative possibilities rather than limit them. We developed characters using clean geometric shapes and recognizable silhouettes that work across various contexts and screen sizes.
The beauty of this approach lies in its scalability. Simple base forms can be easily modified, accessorized, or placed in diverse environments without losing visual coherence. For Twilio, this meant we could show developers in various work settings, using different tools, or facing different challenges, all while maintaining the same visual DNA. The character system becomes a brand asset in itself, creating recognition and continuity across all touchpoints while keeping animation and production timelines manageable.
Explainer Video Production Process
In this type of project, once the character design is defined, we work on a sketched storyboard that allows for an overall view of the animation and makes further modifications easy. In parallel, we work on a few frames with the final treatment, and then we create the entire animation once the client has given approval.
Production Strategy: Building Visual Consistency Across Multiple Executions
Managing a multi-video series requires a different production mindset than creating standalone pieces. Wideview developed a comprehensive visual bible early in the process, establishing not just character designs but also color palettes, animation styles, and scene composition rules that would guide the entire series, ensuring each video feels cohesive with the others while maintaining its own distinct message and personality.
The workflow we established allows for parallel production of multiple videos once the creative foundation is locked. Our storyboard process gives clients a complete overview of how all six pieces work together narratively, making revisions more efficient and ensuring the series tells a complete story rather than just presenting six disconnected messages.
About Twilio
Twilio is a Californian company specializing in customer relations. While it might not be widely recognized by the public, people all over the world use its services daily through mobile phones. Its client roster includes the likes of Uber, Airbnb, WhatsApp, Salesforce, and countless startups.