An explanatory film is more than moving images with text; it is a tool that makes complex topics understandable and emotionally accessible in 60-120 seconds. But what distinguishes a professional Explanatory film from any animated video? The answer lies in the concept.
With Jojomoto, every animation doesn't start with a drawing or the first frame, but with a simple question: “What is the core?” This question is the starting point of our conceptual journey — and often the decisive difference between a film that is seen and a film that works.
In this article, we show how we approach concept development, which methods we use and why a well-thought-out concept is the basis for every successful explanatory film.
Most of the topics we work with are complex. Whether it's scientific research, innovative business models, social projects or technical B2B software: there is always more to tell than fits in 90 seconds. Our job is to navigate through this complexity and find the essential story.
The process is similar to a treasure hunt: We dive deep into the topic, conduct detailed discussions with our customers, do independent research and search for decisive aspects and emotional connections.
Complexity does not arise from technical terms or technical details. A topic is complex when:
With our Project for Diakonie An Sieg and Rhine The focus was on exactly this challenge: How do you explain an innovative concept of integrated social counseling in such a way that potential sponsors understand the need without simplifying the complexity of social structures?
Most of the topics we teach are complex. Whether it is a new educational initiative, scientific research, a social project or an entrepreneurial innovation, there are usually many things to consider. Our job is to navigate through this complexity and find the essential story that reaches the audience.
The process is like a treasure hunt: We dive deep into the topic, ask questions, research independently and, in joint discussions, search for the decisive aspects and emotional connections that fill your message with life.
Particularly when it comes to socially relevant topics or complex scientific contexts, the strongest story is often not obvious. We find them in the gaps: in the motivation behind the project, in the change that is to be achieved or in the challenge that is to be solved for the target group.
A good concept is like a stable foundation; it usually remains invisible but supports the entire building. It not only defines what is told, but also like We visually implement which mood, which style, which visual language best supports the message.
At Jojomoto, we use various narrative strategies, which we use depending on the project and target group:
We translate abstract concepts into visual images that everyone can understand. A complex process becomes a journey, a technical system becomes a machine, a social project a bridge between living environments.
Specific example: For EMnify, we explained the abstract possibilities of IoT devices not through technical diagrams, but through concrete application scenarios — from smart homes to industrial monitoring. Each scene became its own little story.
We tell the story through the eyes of a person who represents the target group. This method creates emotional closeness and makes abstract problems personally tangible.
Specific example: In Diakonie project We developed the fictional protagonist Sabrina, who combines various typical problems. Her journey through the system made the need for integrated social counselling not only understandable, but also emotionally comprehensible.
This method works particularly well for:
We first establish a challenge and then show how the offer or initiative overcomes it, a timeless narrative structure that always works.
Specific example: For the Solarcity master plan, we didn't start with technical details, but with the question: “How do we achieve the energy revolution in agriculture?” The solution, regional synergies between energy and agriculture, thus became the logical next step, not an abstract concept.
There is this special moment in every conception process that we particularly appreciate: When we present our developed concept ideas and see in the eyes of our customers that we have hit the mark. When complex relationships suddenly appear crystal clear and the reaction is: “It's just like that — it's just that I had never seen it that way before.”
This moment is our motivation. It means that we have found the story that not only conveys the message but also reinforces it.
A well-thought-out concept ensures that:
At the Commercetools campaign For example, we developed a modular concept that works across various formats: From convention presentations to social media content to educational videos. The overarching concept ensured recognition value and a consistent brand message — whether it's a 15-second Instagram Reel or a 3-minute explanatory video.
In our design process, we combine proven creative methods with modern tools. AI tools have proven to be a valuable addition to our creative work — not as a substitute, but as a source of inspiration and research support.
AI helps us with:
Human expertise remains crucial when it comes to:
Important: Deciding which approach is the right one for a topic is based on experience, intuition and close dialogue with our customers — not on algorithms.
A successful concept is more than a good story — it is the basis for the entire visual implementation. It defines at an early stage:
Mood and atmosphere
animation style
Color palette and typography
Especially when it comes to topics with social relevance, educational content or projects in public space, we pay particular attention to Accessibility, cultural sensitivity and inclusive presentation.
Our colleague Theresa contributes her certified knowledge of digital accessibility and simple language. An aspect that is becoming even more important with the Accessibility Strengthening Act 2025.
Our methodological approach can be described as creative concentration describe. We start with a wide range of options and focus step by step on the strongest solution.
What's happening:
Your input:
What's happening:
The result:
What's happening:
Important: Major changes in content should be clarified in this phase, as asset creation is based on the final concept.
Tip: In our article about complete production process Find out more about the phases following concept development — from asset creation to final animation.
When it comes to scientific topics, the trick is to combine technical correctness with general comprehensibility. We work closely with experts and find visual ways to show complex processes without oversimplifying them.
method: We use visual analogies that remain scientifically accurate — such as biological processes as factories, data streams as flows, or chemical reactions as chain reactions.
When it comes to digital products and software, you face a particular challenge: How do you visualize something that you can't film?
Our Approach:
You can find specific examples from us in the foramates App video, where we not only show software functions, but also embed them in a narrative context.
When it comes to sustainability issues, visual honesty decisively. Standardised images of green leaves and wind turbines are interchangeable and often not very credible.
Instead, we rely on:
Not every concept is equally good. Here are the quality criteria by which we measure our own work:
✅ Clarity: Can the core message be summarized in one sentence?
✅ Relevance: Does the concept address the actual needs of the target group?
✅ originality: Does the approach differ from standard solutions?
✅ Emotional response: Does the story connect with the audience?
✅ Visual load capacity: Can the concept be translated into convincing images?
✅ scalability: Does the concept also work for other videos or formats?
With our Motion design for social media The last point in particular is decisive — a strong concept can be translated into an entire series of content.
Issue: Trying to tell everything results in cluttered, unclear films.
Our solution: We help you set priorities. What must afford this movie? What can be communicated in addition?
Issue: Concepts that only work on a meta-level, but do not generate concrete images.
Our solution: We think in pictures from the very first moment. Each concept is tested with initial visual scribbles.
Issue: “For everyone” often means “right for no one.”
Our solution: We work with specific personas and ask: “Would this person understand the story and feel addressed?”
Issue: Discussions about color choices or character design before the story is ready.
Our solution: First finalize the concept, then develop the visual implementation. A good story also works as a pencil sketch.
Start with Jojomoto Explanatory films worth 7,000 euros for the first minute. A significant portion of this investment goes into the concept phase — and with good reason:
Time and money in production:
Long-term effect:
Measurable results:
With Training videos and e-learning series is a modular concept particularly valuable: Once developed, several learning modules can be produced more efficiently based on it.
A successful explanatory film doesn't start with the first frame, but with the first question: “What is the core?” The concept phase is not a chore before the “actual” work: it is the actual work. Because the more sophisticated the concept, the stronger the animation.
At Jojomoto, we therefore invest a great deal of time and care in this early phase. We know that powerful animations are not created by technical skill alone, but by combining strong storytelling and visual excellence.
Especially when working with NGOs, educational providers, tech companies and scientific institutions, it is always clear that a solid concept is the difference between a video that is watched and a film that works, that is understood, is remembered and motivates action.
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