ABB Explainer Video, ABB

Agency:

Publicis Sapient

Client:

ABB

Role:

UI Animations, Styleframes, 2D Animation, Character Animation, Explainer Video, Illustration

Brief

Publicis Sapient needed an explainer video for an internal ABB application (a digital tool built to help maritime operators manage and optimize their vessel operations). The challenge: the agency had the product but no clear way to communicate how it worked. The technology was complex, the audience was internal, and the delivery format had to be simple enough to train staff without oversimplifying the product.

Tools: After Effects

Platforms: Internal Communication

Credits:

Production: Sapient RazorFish

Motion Design: Stanko Stupar, Eduardo Marin

Art Director: Stanko Stupar

Process

Discovery

Publicis Sapient briefed us on the app's functionality and core use cases. Since this was an internal tool not yet public, the starting point was a technical walkthrough of what the application actually does.

Concept

Stanko Stupar and I decided an explainer with original characters and illustrated environments was the right format, cleaner and more engaging than a straight screen recording or UI walkthrough. Stanko led character design; I developed additional character variations and handled animation across scenes, graphics, and UI moments.

Styleframes

Key frames established the visual world: characters placed inside illustrated maritime environments, interacting with the app's interface using ABB's brand color palette as the visual anchor throughout.

Production

After Effects. Two-person motion design team working in parallel, character animation, scene builds, UI animations, and graphic sequences developed simultaneously to hit a tight two-week timeline.

Key Creative Decision

Stanko and I chose to put characters inside the product's context: a maritime operator using the app on a vessel. This gave every UI animation a human reference point. The viewer isn't watching software, they're watching someone solve a problem with software.

Results

• One explainer film delivered for ABB internal communication
• Produced in a two-week sprint with a two-person motion design team

Conclusion

Working alongside another motion designer with a clear division of roles. Stanko on art direction and character design, me on animation and variations, showed me how much output quality improves when each person owns their lane completely.

ABB Explainer Video