Behind the scenes

Silly questions! 

Every successful project begins with a solid foundation, which is why the kick-off meeting is so crucial. This is where we get into the nitty-gritty by asking our clients all kinds of questions—some straightforward, others seemingly “silly,” but all equally important.

• Who’s the target audience?
• What’s the tone you’re looking for?
• What branding guidelines should we follow?
• Will the animation need translations for international audiences?
• What kind of voiceover are you envisioning?
• Do you have any reference styles you like?
• Who are the project stakeholders, are they also the review team?
• What’s your deadline!

These questions might seem overwhelming, but they’re essential. They help us map out the creative direction and ensure that the final product aligns perfectly with the client’s expectations.

The backbone

Before we even think about visuals, we focus on the script. This is the backbone of the animation—every scene, every transition, and every piece of dialogue stems from this foundational document.

Here’s the reality: scripting is often a back-and-forth process. We work collaboratively with our clients to fine-tune every word until everyone involved gives the green light. Why? Because once the script is approved, it becomes the blueprint for everything that follows.

At this stage, we might create an initial audio draft using synthetic AI voiceovers. This approach allows us to tweak and adjust the script during production without incurring costly studio fees for re-recording.

Storyboarding

Once the script is locked in, it’s time to move into storyboarding. This is where ideas start to take visual shape.

We lay out the animation in rough sketches, showing clients a scene-by-scene breakdown of what to expect. A call to walk through the storyboard often helps clarify any potential areas of confusion. After all, static visuals can leave room for interpretation, and we want to ensure everyone’s on the same page.

In some cases, we may design the final storyboard visuals in vector format, especially if there’s a chance they’ll need to be animated later. However, this approach is less common as reworking assets can be time-intensive if adjustments are needed.

Production

Here’s where the magic happens: production. Using tools like Adobe After Effects for animation and Adobe Illustrator for asset creation, our team dives into crafting the visuals.

This stage is where roughly 75% of the budget is spent, and it’s a team effort. We typically have two or three animators working on individual scenes, referencing brand guidelines to ensure consistency. Collaboration is key—if one animator designs a 2D hard hat, for example, it might be reused elsewhere in the animation to save time and maintain uniformity.

Throughout production, precision and coordination are everything. Animators work closely to ensure assets are clean, scalable, and ready for motion—vector illustrations are imported into Adobe After Effects, where the real magic begins. Layer-by-layer, these assets are animated to create dynamic scenes that align with the approved storyboard.

Timing is critical in this phase. Even a fraction of a second can affect the flow of the animation. The pacing is varied so that there is enough time to take in important information, or to read certain words, but then speeds in other places to keep the content engaging and punchy.  Once satisfied with the movement and synchronisation, these drafts are polished further with detailed motion tweaks, lighting effects, and smooth transitions.

In some cases, we’ll share a snippet—a 10-second preview—with the client to gather feedback. This ensures alignment on the look and feel before progressing further, minimising potential revisions later.

Fine-tuning

After individual scenes are complete, one animator takes the lead in stitching everything together. This stage is all about refining transitions, ensuring seamless flow, and adding those final flourishes that make the animation shine.

Transitions between scenes are carefully choreographed to maintain visual interest while reinforcing the narrative’s rhythm. Effects like fades, zooms, or camera pans are introduced at this point, elevating the overall production quality.

Sound design also comes into play here. If budgeted, we integrate sound effects that enhance the on-screen action—from subtle whooshes to emphasise transitions to environmental noises that bring the animation to life. The final voiceover is also added, and timed perfectly to complement the visuals.

The review process continues during this stage, with our team hosting calls to gather client feedback. This ensures any last-minute adjustments are addressed. It’s not unusual for new stakeholders to join at this stage and request changes. While we aim to incorporate these within scope, significant revisions may require additional budget.

The journey

At Reuzer, we believe that creating high-end 2D animation is as much about the journey as it is about the final product. From asking “silly” questions at the start to refining the tiniest details at the end, our process is designed to ensure every project not only meets expectations but exceeds them.

Got an animation project in mind?

Let’s start the conversation—and the questions!