Specialism
Explainer Video Production
Explainer video production turns a complex product, service, or idea into a short film that audiences understand in seconds. I'm Andrew Davies, a London-based director and DOP with over 20 years producing explainer, campaign, and brand films for organisations ranging from McDonald's and GSK to the World Health Organization and Humane World for Animals. The format works because people process visual information far faster than text — landing pages that use video can lift conversions by up to 80%. I direct and shoot both animated and live-action explainers, depending on what the message needs: animation for SaaS products and step-by-step processes, live-action where trust and authenticity carry the message. For larger-scale or brand-sensitive projects, I deliver this work through my production company, Campaign Film Ltd.
Case Study: Ogury — CEO Talking Head
A premium talking head piece for Ogury, a global advertising technology company. Shot in London, the brief required a polished, corporate-grade interview that would hold attention and communicate authority — the kind of production where framing, light, and calm on set matter as much as the technical spec.
What Is Explainer Video Production?
Explainer video production is the process of making a short film or animation that quickly and clearly shows how a product, service, or idea works. The format follows one rule: show, don't tell. People process visual information roughly 60,000 times faster than text, which is why explainer videos on landing pages and social channels get noticed immediately rather than scrolled past. The most effective explainers run no longer than two minutes, with shorter cut-downs built separately for social use.
5 Benefits of Explainer Video Production
- 01Faster comprehension — viewers grasp how something works in seconds, not minutes.
- 02Higher conversion — landing pages with video can boost conversions by up to 80%.
- 03Wider reach — explainers with emotional or comic appeal are more likely to be shared.
- 04Format flexibility — animation suits SaaS products and procedural how-it-works content; live-action suits situations where trust and authenticity are the priority.
- 05Sensitive subjects handled well — complex or difficult subject matter can be communicated through suggestion and tone, without graphic content.
Why Choose Andrew Davies for Explainer Video Production?
| Andrew Davies | Typical Agency | |
|---|---|---|
| Point of contact | Direct line to the director and DOP doing the work | Account manager, brief passed to a separate creative team |
| Experience | 20+ years across corporate and purpose-driven sectors | Varies by account assigned |
| Continuity | Same person from brief through to final grade | Often split across departments |
| Sector range | Corporate (McDonald's, GSK, Vauxhall) and purpose-driven (WHO, Humane World for Animals, CIWF) | Often specialises in one or the other |
Explainer Video Production Packages & Pricing
Every explainer video is scoped to the brief — length, format (animated or live-action), and number of social cut-downs all affect cost. Filmmaking packages start from £800 per day, with full pricing built around your specific project.
Get in touch for a tailored quote — most projects are scoped within 24 hours.
Proof: Explainer Video In Action
Humane World for Animals needed an explainer video addressing cruelty in confectionery production — a subject where graphic content would alienate viewers rather than inform them. I directed a Halloween-themed explainer that implied the cruelty through ghoulish, suggestive visuals rather than showing it directly, making a difficult subject shareable instead of off-putting.
What Clients Say
They stand out for us because of the extra skills they bring.
★★★★★
Claire Bass, Humane World for Animals
This project was delivered through Campaign Film Ltd — see the opening section for context on when I work under that banner.
Frequently Asked Explainer Video Questions
What is an explainer video and do I actually need one?
An explainer video is a short film or animation that shows, rather than tells, how your product, service, or idea works. If your offer needs more than a sentence to explain, or your landing page isn't converting, an explainer is the right format. People process visuals around 60,000 times faster than text — explainer video closes that gap.
How is an explainer video different from a standard promo or ad?
A promo or ad is built to persuade. An explainer is built to clarify. The two often work together — an explainer earns understanding, a promo earns action — but a video trying to do both usually does neither well.
Can an explainer video tackle a sensitive or difficult subject without being graphic?
Yes. For Humane World for Animals, I directed an explainer addressing cruelty in confectionery production by implying it through suggestive, Halloween-themed visuals rather than showing it directly. The result communicated the message without alienating the audience — often the better outcome for sensitive subjects, since graphic content tends to make people look away rather than engage.
Do explainer videos actually improve conversions on a landing page?
Landing pages with video can see conversion increases of up to 80%. The effect comes from speed of comprehension — a visitor understands the offer in seconds rather than reading several paragraphs of copy.
Should my explainer video be animated or live-action?
Both formats work, for different jobs. Animation suits SaaS products and procedural, step-by-step processes — anything abstract or hard to film. Live-action suits situations where trust and authenticity are the priority — real people, a real product, a real process on camera.
What does a freelance director bring to explainer video production that an agency doesn't?
A direct line to the person actually directing and shooting the work, with no account-management layer between brief and execution. I work across both corporate and purpose-driven sectors, and for larger-scale or brand-sensitive projects, I deliver through Campaign Film Ltd, my production company.
How long should an explainer video be?
Two minutes maximum for the main explainer. Cut-downs for social should be built separately as their own consideration and awareness content, not just trimmed versions of the main edit, and shot for vertical as well as 16:9 desktop so they work natively on each platform.