In today’s market, building video into your marketing strategy is no longer a nice-to-have but a must-have. 

Videos, in particular animated content, can be incredibly effective in driving brand awareness and increasing conversions. 

Increasing website engagement and conversions

Studies have shown that adding video to your website can increase conversion rates by up to 80%.[1] This is because video has the ability to engage and captivate audiences in a way that text and static images can’t.

According to a report by Wyzowl:

  • 96% of marketers say video marketing has increased user understanding of their product or service.[2]
  • 91% of businesses use video as a marketing tool in 2023.[3]
  • 70% of marketers created explainer videos in 2022.[4]

Improving your SEO

Search engines like Google love video content, so incorporating video into your website and social media channels can improve your SEO rankings. A study by Moovly found that having a video on your landing page can increase your chances of appearing on the first page of Google search results by 53 times.[5]

Encourage engagement 

Social media algorithms favour video content, so building it into your social media strategy can help your brand reach a wider audience.[6] 

  • Social video generates 1200% more shares than text and image content combined.
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
  • 96% of people have watched an explainer video to learn more about a product or service.

Incorporating animated video into your marketing strategy can not only increase engagement and conversions, but it can also improve your SEO.

Raising brand awareness

Communicating messages that accurately reflect your brand’s personality can be successfully achieved by adopting the right style of animation. Take this example we created for the University of London Venues, which combines a blend of professional and playful content to illustrate their approach to sustainability and promote their eco-friendly spaces. 

So, whether you’re a small business or a large organisation, if you’re thinking about putting video into your marketing strategy, we’d love to hear from you.

Whilst gamification isn’t a new concept, incorporating game-like elements into non-gaming activities can enhance engagement and motivate learners. Educators are reaping the benefits of using gamified teaching tools that make learning more enjoyable and increase productivity.

Let’s look at four key benefits of using HTML5 games in education.

1. Increased Engagement

HTML5 games can help increase student engagement in the classroom. Students who actively engage in learning are more likely to retain the information being taught. Additionally, research has shown that students who play educational games have increased levels of motivation and attentiveness.[1] Gamification encourages intrinsic motivation, which is the desire to do something because you are interested in the task. This motivation leaves learners genuinely enjoying the topics they are studying.[2]

2. Greater Flexibility

One of the issues educators often face is enabling students to engage with material outside of class. A great benefit of HTML5 games is that they can be used on any device with an internet connection allowing students to access the games from home, at school, or on the go. This flexibility can be helpful for busy families or for students who have difficulty paying attention in a traditional classroom setting.

With HTML5 games, teachers can assign specific games for students to play that are directly related to the material they’re learning in class. By incorporating games into the curriculum, teachers can increase engagement and help students better understand and retain the material.

3. Enhanced Understanding

Another benefit of HTML5 games is they can enhance understanding by providing another perspective on the material. Students can get bogged down in the details of what they’re learning and lose sight of the bigger picture. Games can provide a different way of looking at the material and help students see how all the pieces fit together. In addition, by playing games, students can develop a deeper understanding of the concepts they’re learning since they have to apply them to progress in the game.

4. Improved Collaboration

Lastly, HTML5 games can also be used to encourage collaboration among students. Many educational games are designed for multiple players, allowing students to work together to solve problems and figure out solutions. This type of teamwork is an important skill that will benefit students inside and outside the classroom. And by working together on game-based tasks, students can develop stronger relationships with their classmates.


HTML5 games offer many benefits for education, from increased engagement and enhanced understanding to improved collaboration among students. As schools continue incorporating more technology into the curriculum, we can expect to see gamification increasingly used in classrooms.

So you’ve decided your organisation needs the support and services of a professional digital expert to create some amazing creative content. If you don’t have the backing of a marketing department or the luxury of an in-house design team and you’ve never worked with a digital agency before, it can be pretty daunting – where do you start?

When working with a digital creative agency, firstly, finding the agency that fits with your organisation is really important. Then there’s the briefing process – whether your project is a one-off animation for a specific campaign or a more comprehensive re-brand, including a range of creative elements.

Take your time to do your research

Recommendations are always a good start. Ask around for referrals and talk to other organisations that have experience working with agencies. It’s essential to get the right fit, so remember, an agency that may work for one organisation may not suit yours. As well as having the right skills and expertise, you should be looking for a team you can build a relationship with – personalities play a big part in this, so bear this in mind in your initial meeting.

Be clear from the outset

You may decide to issue a tender and invite agencies to pitch for your project or take a less-formal approach – a coffee and a chat over Zoom. Either way, understanding each other’s approaches from the outset is essential – for both parties. Although the agency staff should do their background research before any meetings occur, it’s helpful to start by explaining your organisation’s ethos and the audiences you target. Include challenges you face, successes you’ve had, and barriers you’ve overcome – information shared at this stage will lay solid foundations for the future.

Building relationships

The agency should introduce the members of the team who you’ll be working with – as well as the account managers if they’re a larger team. You should be comfortable that your staff will gel with their staff and form a good working rapport with whoever they’ll have the most contact with. At AVS, we always take time to build great working connections with our clients, understanding their organisational culture as well as individual approaches.

It’s a good idea for you to appoint one person the agency will have as the main point of contact for day-to-day conversations and project management. This is especially important when you review the creative output; if you have opposing views within your team, it’s helpful to collate these views and have one spokesperson relay them back to the agency so they can process and process them and come back with a solution.

Don’t be brief when it comes to briefing

Once you’ve familiarised yourselves with each other from an organisation perspective, it’s time to discuss the brief. When working with a digital creative agency, you need to explain your target audience and objectives for the project. If you have a specific creative approach, explain it and show examples. Be clear about the budget to save time-wasting.

Be sure to share brand, style and tone of voice guidelines if you have them.

Invite the agency staff to ask questions; they need to leave the briefing meeting with a thorough understanding of your project, what’s required, and timescales.

Lots of communication

Strong communication links between you both are crucial to building a good relationship. When we’re working on a project at AV Studios, we offer weekly meetings to update on progress and discuss any issues and next steps, but we also communicate closely outside of these meetings.

Trust your agency’s creative expertise

You may have a ‘vision’ of what you’d like your creative project to look like. That’s great – agencies love to hear client suggestions and see examples of work they favour and, conversely, ones they’re not too keen on. But, it’s important to put faith in your agency and listen to their suggestions – their expertise and experience will allow them to advise what will work best for your project.

Give honest feedback

Finally, giving feedback can be tricky, but trust us; we want to hear your honest thoughts as an agency. Be clear on what works and what doesn’t work creatively. This is another reason why ongoing communication is essential throughout the project. Vimeo Review is a practical tool we use when sharing work-in-progress and finalised animation designers. You can read more about this in our helpful blog that explores the stages of creating an animation.

Whether you’re working with an agency for the first time or have a long-term relationship, every project requires a concise animation creative brief. Investing time at this stage will pay off – you’ll get the most out of your animation project and avoid wasting time and budget.

How do I write a creative brief for an animation?

Start with the basics. It might sound obvious, but exploring these elements will help you focus; it will also make the briefing process run smoothly by adding clarity for the creative team. Tell us about your business or organisation so we can get a feel for what you do and the services or products you offer.

  • What is the core purpose of the animation? Is it training or education-related? Will it be used to illustrate and describe a detailed procedure? Perhaps it’s to raise the profile of an organisation or form part of a broader marketing campaign, or maybe it’s to supplement an evaluation or annual report. Think about what you want viewers to take away after watching, how should they feel, and are there specific calls to action you want them to take?
  • Who is the target audience? It’s important to think about who will be watching this animation and consider their level of knowledge of the subject. A professional audience with in-depth knowledge will require a different approach from something aimed at the general public posted on social media; similarly, an educational animation aimed at primary school children will have a different tone from an annual report animation used at a conference. Will it need subtitles or multiple language voiceovers if global audiences are watching?
  • Where will your animation be used, and will it serve multiple purposes? For example, you may take parts and create bite-size clips or gifs for social media or use some of the illustrations in print. It’s good to know this before the creative process begins.
  • How long do you envisage your animation to last? Depending on the message and its purpose, the length will vary. We can advise you if you’re not sure, but generally speaking, we recommend a maximum of three minutes for an explainer animation. Education or training-based content may require longer, and in some cases, it might be an option to create a series of short animations that work as a suite.
  • When is the deadline? The process of creating a three-minute animation usually takes around four to six weeks – depending on the scale of the project, so include the date you need your finished project when you share your brief.

With the essential points covered, let’s look at some of the details that make up the creative elements.


The script is the most important part of your animation. Even if it’s a work in progress and still needs some work, if you have a base script, it’s helpful to share it with us as part of your brief because it can help us get an overall feel for the narrative. Don’t worry if you have an idea but no script; we’re always happy to offer our script writing services to help grow and develop the idea.


Applying subtitles and using speech bubbles can effectively deliver information, but we tend to recommend the use of voiceovers for greater impact. If you decide to use a voiceover, tell us if they need to represent a regional accent? Do you have a preference on age or gender? Do you need multiple voiceovers in different languages? These will have an impact on the overall budget and also the creative process.


If you have an idea of the illustration style you’d like your animation to use – and conversely, what you don’t like, let us know (you might want to look at some of the examples in our portfolio for inspiration).

How many characters will feature in your animation? Do they need to be specific – perhaps representing a particular demographic, culture or diversity?

Will your animation be used to demonstrate a physical procedure? Good choice – animations are effective at doing this, but if possible, provide us with as much information about the procedure, so we understand it well enough to translate into visual content for your audience. If you have still (static) images as examples, they can help, but if not, sometimes a Google image search can be helpful. If you have corporate brand guidelines – colours, fonts and logos – don’t forget to share them.


How much will my animation cost? We’re often asked this question at the briefing stage, and many factors impact how much an animation will cost. If you have a budget, let us know. If not, we will work through the details of the brief and provide you with a quotation. That’s why it’s essential to get the brief right so we can provide an accurate – to avoid awkward and potentially costly conversations later in the process.

So now we’ve explained the animation creative brief process, you might be wondering what happens next? Read our blog ‘How do we bring your animations to life?

How much will it cost? One of the first questions we hear when someone is exploring the possibility of having an animation created for their organisation.

Many factors influence the cost of producing an animation. Unlike off-the-shelf options you can create online, each animation we make is bespoke. This involves a complex design process, not to mention scriptwriting, storyboarding, recording a voiceover, adding music and creating sound effects.

Animation length

A common misconception is that the running time of the animation is the main factor influencing cost. To an extent, this is true; generally speaking, the longer the animation, the higher the cost will be.

However, style and complexity also play a part in calculating the cost of animation. You could have a shorter animation with more detail or a longer animation with less detail for the same budget. A two-minute animation with four characters and four different backgrounds could cost the same as a four-minute film with two characters and two backgrounds. The length of the animation doesn’t always equal a higher cost; it’s the complexity and detail that counts.

Style and detail

A large proportion of the cost will depend on the style of your animation and the detail required; the more illustrated elements – such as characters – that need to be created, the higher the cost. Will you need multiple characters creating, props, and detailed background to tell your story effectively? If you have characters and assets from a previous project – can they be used again?

Depending on the message of the animation and the intended audience, your characters may have simple movements such as blinks, eye movement, basic happy and sad facial expressions, head movement from side to side, arms swinging. However, if you’re looking to convey or explain a complicated process that has to be 100% accurate and checked by several stakeholders, in this case, the animation will be more complex, requiring greater detail and more time to produce.

In the main, our animations are scripted and narrated in the third person by one voice over artist. This is a much less expensive option than working in the first person as each character then needs to be lip-synched and multiple voice over artists sourced.

Script writing

A common mistake is to underestimate the length of the script. An effective animation needs the right intonation and pauses between sentences – sometimes even words – to allow viewers to take the messages in. This means the length of the animation won’t ever equate to a straight read-through of the script.

It’s important to make sure the script has clarity and has been written with visuals in mind. We can help writing your script as part of the project if necessary.


We can’t stress the importance of using professional voiceover artists to accompany your animation. Cutting corners on this detail does affect the overall quality of your final edit. We can source and coordinate voiceovers representing a range of cultural and ethical backgrounds.

One of the benefits of animations is using the same imagery with different language voiceovers. Ensure you state this in the briefing process and whether you will need subtitles included.

Following the process

One last point is about keeping to the original brief. In one of our previous articles, we explained the animation process. It’s important to stick to this as much as possible to keep within budget. The more revisions and amends that are requested, the longer it will take for your project to reach completion – with a risk of exceeding your budget.

Cost examples

Medical Aid Films: Word Childhood Cancer – Communities

  • Length – 3:09
  • Third-person
  • Characters – 5
  • Background illustration 
    • Families home village
    • External hospital
    • Internal hospital
  • Simple movements
  • 30 secs of static illustrations
  • French and English language versions and subtitles

Purposeful – Karo Kura: Corona lan de trut

  • Length – 4:27
  • First person
  • Characters – 5
  • Background and chalkboard illustrations
  • Complex movements
  • Front and profile head shots
  • Arm movements
  • Lip synch

This animation is more expensive than the World Childhood Cancer film because it is longer, the characters move more and it is lip-synced. 

Please get in touch if you would like any more information.

So you’ve decided to create a bespoke animation to support your training or education package. But where do you start? Whilst there is a range of software out there that allows you to create your own, working with a professional animation studio is advisable. They’ll be able to make recommendations, offer advice and trust us, speaking from experience, this can make all the difference.

Where to start when creating an animation for education?

1. Establish Your Audience

The first step in creating an animation-based learning video is to research and understand the audience that will be viewing it. By recognising their level of knowledge, you’ll be able to pitch the message accordingly. Do you have multiple audiences of different ages? In that case, you’ll need to tailor the language to suit them. Speaking of languages, animations can adopt relevant voiceovers to suit the audience if your animation needs to accommodate more than one dialect. Make sure any cultural differences such as clothing and background settings are correctly depicted, though.

Once you understand your audience, you’ll have an idea of how to present the information; there are many different animation styles. For example, suppose you are educating young children. In that case, the kind of animated content you’ll make should be a style they can relate to.

2. Scriptwriting

It’s essential to spend time writing your script; this is one of the most critical stages. Working with specialists within the field of the subject on which you’re focusing is crucial. It’s important to have experts checking facts as you’re developing your script to ensure information is correct and not open to misinterpretation. You may go through several drafts before deciding on the final version. Your script will then need to be recorded as a voiceover to give extra information and a human touch. We recommend using a professional voiceover (VO) artist – the audio element is just as important as the visuals if you want a polished result. Again, think about your audience and subject matter when selecting your VO artist. Do you want lively and fun or a more serious tone? You may even need multiple voices for different characters if you have a complex subject to explain; this can help keep the viewer’s attention.

3. Creating the animation

Now you’re ready to begin the creative stage, where your vision will come to life. Firstly, based on the script, a storyboard will outline the visual structure of the animation. Then the detail of characters will be created, backgrounds etc. A draft voiceover is often used here to make sure the visuals roughly align with the audio. Once the storyboard is agreed, comes the technical part of animating and bringing the final voiceover together. It’s at this stage special effects are added to really bring your animation to life.

Read our animation process blog here if you want to understand the technical process.

Although there was an increase in the use of online learning during the Covid-19 lockdown, we’ve seen this trend on the rise way before the pandemic. As educators look for ways to make their learning resources more engaging, integrating animations into courses adds to the quality of a programme’s content.

Animation-based learning uses animated videos as a visual aid to facilitate learning and improve performance. This approach is very effective across all ages: from primary school to adult education.

Let’s have a look at some of the benefits of using animation in education for learners and educators:

Simplifying Complicated Information

A complex subject can be difficult for the mind to comprehend. Combine this with ‘traditional’ learning tools and an audience and can quickly lose interest. Animation-based learning allows teachers to easily describe or explain complex topics that most learners find difficult to understand. Using animation enables students to visualise and understand complex subjects or processes.

Retain Attention

As well as simplifying messages and complex subjects, animation-based learning can also help improve learners’ retention. Our brains can process visual information efficiently and quickly. According to Hubspot, 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.[1] However, combining audio and graphic learning material is an even more effective approach for easy learning retention.

People learn in different ways. While some of us like practical learning, others prefer reading, and some are visual learners. Animations enable different kinds of learning styles to be catered for.

Attention and Engagement

Learners often find reading text uninteresting and not particularly engaging. Some may spend hours reading without understanding the information or absorbing it into their long-term memory. However, animations offer a faster and more entertaining way of learning. Using this learning approach can help increase students’ attention and learning rates.


There’s often a perception that creating a bespoke animation can be costly, but look at it this way: your investment will result in effective, good-quality learning material that can be reused and repurposed. What do we mean by this? For a start, if your audiences include people who speak different languages, the same visual elements of the animation can be adapted with relevant dialect (or voiceovers). They have longevity and can be broken down into bite-size clips that promote a course or programme through various digital channels, including social media. Learners can also watch videos at their convenience – and repeat if they wish.

If this has whet your appetite to add an animation to support your education portfolio, the first thing you need to consider is your audience and what you’re trying to convey. Set out clear aims and objectives; what’s the message you’re trying to communicate? The key to a successful, effective animation is thorough planning and preparation.

Read our article ‘How to Create an Animation for Education’


Games can be used to educate, train and promote, whilst being fun at the same time. The mobile games and apps market is vast and increasing daily, with the most successful games being downloaded millions of times worldwide, but why choose HTML5 games over apps?

HTML5 games are playable on desktop, tablet and mobile with no upload to Apple or Google App Stores necessary (therefore saving time and money).

Because there’s no need to download an app to play an HTML5 game, they are simple, cost-effective and offer instant access.

The games can be played directly from your website, engaging users with interactive content and providing feedback and data on key issues. Google Analytics can be added to the game so stakeholders can see exactly how successful it has been.

For example

Here at Alternative View Studios, we designed and developed a suite of games for learning for the Cambridge University Press & Assessment English Language Teaching (ELT) department to help students learn English as a foreign language. 

CambridgeOne provides accessible teaching and learning materials in one place across multiple devices – desktop, tablet and mobile, including the games we created for them. This way, Assessment & Press has full control over its content without going through App Stores.

You can find out more about the games we’ve made here.

Progressive Web Apps (PWAs)

These apps are built from web technologies like HTML, CSS, and JavaScript but with a feel and functionality that differs from an actual native app.

You can turn almost any website into a PWA, this means you can build a PWA much quicker compared to a native app that can be tricky and time-consuming to develop. Plus, you can offer all the features of native apps, like push notifications, offline support, and much more, without needing to maintain a presence in an app store. Read more about Progressive Web Apps (PWAs) here

Want to know more about HTML5 Games for your organisation?

So that’s an overview of the benefits of HTML5 games. If you’re thinking of creating a game for your business or want to speak to us about exploring game options, we’d love to hear from you. Get in touch. 

We couldn’t create engaging animations without the use of specialist software, so we thought we’d give a brief insight into some of the tools we use.

Designing and creating

Adobe Animate – formerly known as Flash – is Adobe’s longest-running program for composing traditional and digital animation.

We often illustrate scenes and characters in Animate as well as create the animation although we do sometimes use Adobe Illustrator too. Animate allows us to create bespoke, professional animations – back in 2007 we created a 30-episode TV series for CBeebies called Tommy Zoom using Flash/Animate and we continue to use it for our explainer animations.

Design Buckle provides some interesting reviews of Animate and After Effects. We often illustrate and animate characters in Adobe Animate and then export them as PNGs or PNG sequences before compositing the scenes in After Effects.

Read Design Buckle’s review on Adobe Animate and Adobe Animate v’s After Effects

After Effects allows us to add 2D and 3D camera movement to scenes, as well as transitions and spot effects to add flair to the animation.

We have also been able to emulate different animation styles using a combination of textures, effects and compositing techniques in After Effects. Recently we have been experimenting with combining 2D animation and 3D scenes using After Effects integration with Cinema 4D and were happy with the results in this project for PV International and TICAH.

Bringing animations to life

We’ve built up a huge sound effects library over the years and use it along with music purchased from music libraries such as We edit the clips and refine voiceovers with Adobe Audition

One of the great features of Adobe Animate is the Lip-Sync feature which allows us to match mouth poses to sound inflections. We used this feature on an animation project we delivered for Purposeful, a feminist movement-building hub for adolescent girls. As you can see, by syncing lip movements with the voiceover the characters really come to life.

Working with our clients

While we spend time at the beginning of each project to understand the brief and the aims of the animation, we work closely with our clients throughout the development process. Vimeo’s review page is a handy collaborative tool that enables our clients to view the progress of their animation and make comments on specific frames by simply clicking on the animation at the relevant time. This is particularly useful when there are multiple members of a team who each need to share their feedback.

So there you have it, some of the essential tools to create animations that we use.

If this has whet your appetite to explore animation options for your business or organisation, get in touch, we’d love to hear from you.

Covid-19 presented unprecedented challenges to countries throughout the world. With the need for “social distancing” imposed in the space of weeks, schools and education providers worldwide had to find ways to deliver most of their learning activities online.

The demand for online learning for primary, secondary and university students and training has accelerated, but has this changed the way we learn and how education is delivered for good?

There’s no doubt online learning was already increasing pre-Covid-19. Over recent years, here at Alternative View Studios, we have seen changes in digital learning trends and a rise in requests for education-based animation, video and games content.

One example is a series of games we created for Cambridge University Press’s (CUP) Cambridge One platform, which offers easy access to teaching and curriculum-based learning materials. The customisable HTML5 game templates are easily edited and include various game types that can be adapted to a wide range of learning outcomes and age groups.

Kerboodle is Oxford University Press’s (OUP) online teaching, learning and assessment service that works alongside student’s course textbooks. They seamlessly integrate quality digital resources into lessons. As with all Kerboodle resources, the KS3 history animations we developed for OUP can be accessed both in school and at home – encouraging remote learning.

What about digital learning in groups?

Shared learning experiences are indeed beneficial to many students. Throughout the pandemic, in attempts to maintain curriculum delivery within group learning environments, teachers’ classrooms relocated to living rooms and kitchens. Staff embraced various online teaching tools and methods: Google Classroom and Microsoft Teams, to name a few. However, vast numbers of UK children and young people found themselves without access to digital devices and technology to complete their homeschooling.

This situation is not unique to the UK. Even in the wealthiest EU countries, social and digital inequalities persist. Beyond Europe, some 50% of people (more than 600 million individuals) in India don’t have access to the internet, and in many African countries, the percentage is much higher. For these millions of people, remote working or education is little more than a fantasy. In India, classes have been delivered by a loudspeaker in some rural areas*.

Mobile learning opportunities 

In developing countries, mobile presents huge learning opportunities to connect with communities. At the end of 2019, 477 million people in Sub-Saharan Africa subscribed to mobile services, accounting for 45% of the population. The region’s mobile market will reach several significant milestones over the next five years: half a billion mobile subscribers in 2021, 1 billion mobile connections in 2024, and 50% subscriber penetration by 2025**.

The increase in mobile users in Sub-Saharan Africa means educational content can be more easily accessed by members of rural communities.

Using animation for health education and training 

Medical Aid Films (MAF) uses innovative media and digital channels – including mobile – to transform women’s and children’s health and well-being around the world. We have been creating training animations for MAF for fourteen years. This most recent project – supported by the British Medical Association – provides valuable information on Covid-19 to communities in the UK.

The animation shares important information on medical rights, protection and self-care strategies during this time of great uncertainty. One of the many benefits of animations is the option for the content to be translated into different languages. As well as English, the film is translated into three languages with subtitles (Punjabi, Urdu, and Arabic).

Interactive infographics

digital learning trends

Another practical approach to digital learning is using interactive infographics; they allow multiple layers of data to be displayed in a visually engaging way. Pre-Covid-19, we created an animation and two interactive infographics for the London School of Hygiene and Tropical Medicine’s Disease Outbreaks in Low and Middle-Income Countries course for people working in or studying global health. The Disease Outbreaks course is available for free on the FutureLearn*** platform.


The long-term outlook and digital learning trends for online learning were undoubtedly accelerated by Covid-19. But the future doesn’t have to be about PowerPoints accompanied by voice-overs or pre-recorded classes. Professional, effective and engaging learning tools and resources – for individual and group learning – can be created quickly and without breaking your budget.

Sources and info:

* 5 things COVID 19 has taught us about inequality 

** The mobile economy Sub Sahran Africa 2020

***As well as offering MOOCs (massive open online courses, run entirely online, with multiple numbers of people learning at the same time), FutureLearn hosts academically and professionally accredited programmes and entire online degrees.

Want to find out more?

We’ve been doing this for 20 years, working with international clients including BBC, Cambridge University Press, News UK, Medical Aid Films and Friend. Your creative projects will be in good hands with Alternative View Studios.

Call us on 020 8374 4760 or email on