You have a complex topic that needs to be explained. Perhaps innovative B2B software, a scientific research project, or a sustainability initiative. And now you're asking yourself: How does this actually result in an explanatory film that really works?
The honest answer: It's not rocket science, but it's also not a template process. At Jojomoto, all projects go through 5 clearly defined production phases — from initial research to the final film. In this article, we will transparently show you what happens in each phase, how long it takes and why certain steps are crucial.
This is what you can expect:
Let's jump right in.
Before we get into the details, here is the structure at a glance:
Phase 1: Briefing & topic research (1-2 weeks)
→ Develop a sound understanding, identify the core message
Phase 2: Concept & script development (2-3 weeks)
→ Find narrative strategy, develop narration
Phase 3: Style Development & Storyboard (1-2 weeks)
→ Define visual language, plan scene by scene
Phase 4: Animation & moving image (3-5 weeks)
→ Create assets, bring movie to life
Phase 5: Sound Design & Finalization (1 week)
→ Voiceover, music, sound, technical delivery
Total duration: 8-12 weeks for a professional explanatory film
Your involvement: 4-6 hours of active participation over the entire period
Sounds manageable? It is, too. But there is more to every phase than meets the eye. Let's take a look at what's really happening.
Before we even start a sketch, we need to fully understand your topic. Don't just Google it on the surface, but really understand it. This is not a formality, but the basis for everything that comes after that.
Detailed briefing sessions with you (60-90 min.)
We ask structured questions — not just “What do you want to show?” , but also “Why is that important? Which problem do you solve? What should change after the movie?” These discussions are intensive, but that is precisely why they are effective.
Independent research on your topic
We'll read in. For technical products, this means studying documentation, understanding use cases, checking the competitive situation. For scientific topics: work through publications, talk to your experts, clarify technical terminology.
Target group analysis
Who should watch the movie? What do they already know? What do they need to know? Where do we pick them up? A B2B decision maker needs different information than the general public.
Defining the core message
At the end of this phase, there is a clear answer to the question: What does this film have to do? What is the one thing that needs to stick?
With our Project for the Competence Center for Natural Climate Protection (KNK) This step was decisive. We have intensively studied moor ecosystems, forest structures and hydrological cycles, deep enough to be able to make precise visual decisions later on.
Why this depth? Because this was the only way we could authentically visualize the transformation of dried out bogs into living wetlands, from cranes in restored bogs to dragonflies in rewetted waters. Superficial knowledge would have led to exchangeable images.
Creative challenge:
Capture the complexity of scientific contexts without losing access to a wider audience.
Timeframe: 1-2 weeks
Your involvement: 1-2 intensive discussions, provision of background material, feedback on our initial findings
The research is complete, we understand the topic. Now comes the creative translation work: How do we tell this as a story?
Develop narrative strategy
There are various ways to talk about a topic. At Jojomoto, we use three proven approaches:
Develop narration
Every word must deserve its place. A 90-second film has space for around 220-250 words. We write, shorten, sharpen — until every sentence fits. In doing so, we ensure that language is understandable without overloading technical jargon, but also without blurring the content.
Define structure
How do we start? Where do we put which information? When does the emotional moment come? The dramaturgy is created here.
For the Yellow Hand — a project against racism in vocational education — we had to translate complex social topics into short, concise learning units.
We worked with democracy education experts to develop texts that do not instruct but activate. The narrative structure: From a specific everyday example (a situation that trainees know) to the conflict (why is that problematic?) up to the solution strategy (what can I do specifically?).
The result: films that do not talk about democracy in theory, but show practical options for action.
Creative challenge:
Find the balance between professional depth and accessible language without drifting away into simplification, and at the same time tell a clear, engaging story.
Timeframe: 2-3 weeks
Your involvement: Feedback on the concept approach, coordination of the script, 2 correction loops
The concept is there, the text is sharpened. Now it's getting visual. In this phase, we define what your film should look like — and define each scene in detail.
Develop a visual style
The visual style is never an end in itself, but always supports the core message. We develop mood boards, initial design elements and color palettes that match your brand and theme.
Depending on the type of project, we use different approaches:
Create a storyboard
The storyboard is our most important communication tool — this is where abstract ideas become concrete and negotiable. We visualize scene by scene how the film will play out. Every setting is well thought out: What do you see? How does the camera move? Which elements come in?
A typical storyboard for a 90-second movie comprises 20-30 scenes.
With Commercetools The challenge was to present different product worlds in a consistent visual framework.
Our solution: to use the image mark of the glass cube as a portal through which we dive into ever new spaces of experience. Each world has its own color identity, but visual transitions and recurring elements create coherence. We have developed a high-quality 3D look that radiates both technical precision and visual elegance.
These decisions are already visible in the storyboard — and you can still influence them at this point before the complex animation begins.
Creative challenge:
Develop a visual language that allows diversity and at the same time creates a clear, recognizable framework.
Timeframe: 1-2 weeks
Your involvement: Feedback on style and storyboard, 2 correction loops
Now the MOTO comes to JOJO: The animation. Most of the manual work takes place in this phase — and this shows whether concept and style work.
Create assets
All visual elements are built: characters, objects, backgrounds, graphics. Depending on the style, this can mean: drawing illustrations, creating 3D models, recreating UI elements.
Animation scene by scene
We're working through the storyboard, scene by scene. The static elements are animated, transitions are defined, timing is refined. Movement is created.
Create Animatic
Before we do the final animation, we often create an Animatic — a first moving version with the assets in chronological order. Here you can see for the first time how your film will work. This gives you the opportunity to make adjustments before we work out the details.
Refinement of details
Now come the subtleties: smooth transitions, subtle movements, visual details that make the film look polished and professional.
For EMnify We have produced a film that visualizes their global IoT network. Technically, this was one of our most complex projects: We created seamless transitions between 3D city worlds, UI animations, and infographics.
The particular challenge lay in the balance between technical precision and visual elegance — the motion design should be neither too technical-sober nor too abstractly playful. You don't find this balance in the first throw, but through iterative refinement.
Creative challenge:
To combine various animation techniques in such a way that they function as a uniform whole and convey the technical content precisely but attractively.
Timeframe: 3-5 weeks (depending on complexity and film length)
Your involvement: Animatic feedback, 1-2 rounds of voting during the animation
The film is ready, the animation is finished. But without sound, an entire dimension is missing. In this last phase, we complete the film with the audio level — and that is more than just accompaniment.
Voiceover recording
We work with professional speakers who recite the narration. The choice of voice is important: Should it sound warm and accessible? Clear and professional? Youthful and dynamic? The voice conveys emotion and has a massive impact on the overall impression.
Music selection
Music sets the basic emotional mood. We select tracks from extensive music libraries that match the theme and target group — or even have custom tracks produced for special projects.
Sound Design
Music's little sister, but just as important: sound effects. The click of a button, the swoosh of a transition, the subtle ambiance in the background. Sound design makes the difference between a good movie and a great movie.
Synchronization & finalization
Audio and animation must be in perfect sync. We adjust, refine and export the film in all required formats and resolutions.
In a team with TU Dortmund and IHK Mittleres Ruhr we developed a visual concept that combined isometrics for overviews with frontal views for detailed representations.
The sound design had to combine these two visual worlds and at the same time support the transition between three completely different models in a short period of time. We opted for a sound world that combines urban noises with modern sounds — from the hustle and bustle of the city to the quieter sounds of emission-free mobility.
The sound created a seamless transition between the technical models and the human character animations.
Creative challenge:
Develop an acoustic level that combines different visual styles and makes complex spatial concepts emotionally accessible.
Timeframe: 1 week
Your involvement: Feedback on voiceover recording, final approval
Die Total duration of 8-12 weeks is realistic for a professional explanatory film. It rarely goes faster without sacrificing quality. Why
For urgent projects (e.g. for a permanent exhibition presence), we often find solutions for accelerated timelines — talk to us early on.
You don't have to be available all the time, but we need your feedback on defined milestone moments:
Total: 4-6 hours of active participation over the entire production period. That is manageable — and easy to plan.
We work with two correction loops per phase. This gives you enough scope for fine-tuning without constant changes interrupting the production flow.
Important: Major content changes should happen early on. When the text is coordinated in phase 2 and we start animating, major text changes are complicated — because assets are already building on them. We communicate transparently which changes are still easy to implement in which phase.
You could ask: Does it all have to be structured this way? The honest answer: Yes.
This process has developed over 7 years and more than 100 projects. It gives us a clear framework within which we can develop creative solutions for complex communication tasks.
What the process guarantees:
What the process is not:
The most intensive phase for you is the beginning: During the briefing and 1-2 concept discussions (60-90 minutes each), your active participation is particularly important so that we fully understand your topic.
We then work largely independently and get you back on defined milestone feedback. In total, you can use about 4-6 hours of active participation Calculate over the entire production period.
We work with clearly defined Milestone feedbacks, which are optimally integrated into the production process. Small adjustments are possible in every phase — that's what the two feedback rounds per phase are for.
The phase-specific logic is important:
At every milestone, we communicate transparently which changes are still easy to implement in which phase.
Explanatory films start at 8,000€ for the first minute. This prize covers the entire production process — from intensive topic research to individual style development to professional voiceover and sound design.
Why is the first minute more expensive? Because this is where the entire concept work and style development takes place. From the second minute, it becomes more efficient as we can build on the assets developed. A 2-minute film therefore does not cost 16,000 euros, but starts at just 9,000 euros.
The final investment depends on factors such as animation style (2D vs. 3D), complexity of the theme, and number of assets required.
→ More details in our blog post: How much does a professional explanatory film cost?
No, quite the opposite! You can contact us with a rough idea or even just contact you with a problem that you want to solve communicatively. Concept development is exactly our strong suit — we help you find the right story.
→ More about concept development: Storytelling for explanatory films
8-12 weeks for a professional explanatory film. The duration depends on the complexity:
Expedited timelines are possible for urgent projects — talk to us early on.
Are you particularly interested in a particular aspect of the production process? These articles go deeper:
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