Client:
Super Ai
Role:
UI Animations, Styleframes,
2D Animation,
Kinetic Typography and Motion,
Explainer Video,
Illustration
Brief
Super.AI needed a sub-60-second animated explainer to communicate what their Intelligent Document Processing platform does and they needed it to work for two very different audiences simultaneously: potential investors evaluating the business, and end users trying to understand the product.
The challenge was translating a technically dense AI platform into a clear, visually compelling story without oversimplifying the technology or losing the product's credibility.
Tools: After Effects, Cinema 4D
Platforms: Social Media
Credits:
Creative Director: Riccardo Biassibetti
Illustration & Motion Design: Eduardo Marin
01 Process
Discovery
The client came with a fully developed storyboard, defined scenes, and a clear narrative. Before any animation began, they walked me through the core product and design how it works, what problems it solves, who uses it. My job was to deeply understand the mechanics so I could illustrate them accurately, not just decoratively.
Concept
With the story already locked, the creative challenge shifted to visual language: how do you make AI document processing feel intuitive and human? I focused on building a visual system that made abstract data flows feel tangible and trustworthy.
Styleframes
Key frames centered around UI demonstration moments, data input/output visualizations, and transitions that carried the narrative logic without needing heavy text explanation.
Production
Tools: After Effects and Adobe Creative Suite. Solo execution across illustration and animation. The dual-audience requirement shaped every design decision: investor version prioritized scale and business impact; public version prioritized clarity and ease of understanding.
Delivery
One master video delivered in 16:9 for YouTube and social distribution, adapted for both audience contexts within the same visual system.
02 Key Creative Decision
I chose to design the UI animations as a teaching tool rather than a product demo. The obvious approach would have been to recreate the actual interface (accurate, but cold and hard to follow for a non-technical viewer).
Instead, I built simplified, illustrative versions of the product flows that preserved functional logic while making each step immediately readable. This meant investors could see the intelligence of the system, and general users could understand what they'd actually experience.
One visual language, two audiences, zero confusion.
03 Results
- 2 video versions delivered (investor-facing and public-facing) within a single 2-week sprint
- Delivered in 16:9 for YouTube and social distribution
- Content used for both fundraising and public product communication
04 Conclusion
This project taught me that the hardest part of explainer work isn't animation — it's editorial restraint. When a client knows their product deeply, there's always a pull toward showing everything. My role was to protect the simplicity of the story: every frame either explains something or moves the narrative forward, never both at once. That principle now drives how I approach every UI animation brief.
