The Explainer Video Production Process: A Step-by-Step Breakdown for Agencies

Christian Greet
4 days ago
3 min read

If your agency has never briefed a freelance VFX or motion specialist before, here is exactly what happens between "we need an explainer video" and a finished file landing in your inbox.

Step 1: Discovery and Brief

Every project starts with a short intake: what the video needs to achieve, who it's for, where it will run (landing page, paid social, a sales deck), and what "done" looks like to the client. For agency work, this usually means a call or a written brief from the account team, plus any existing brand guidelines, logos, and reference videos. The clearer the brief, the fewer revision rounds later.

Step 2: Script and Story

Explainer videos live or die on the script. A typical structure is: hook the viewer with the problem, introduce the product as the solution, show how it works in 2-3 beats, then close with a clear call to action. Scripts for a 60-90 second video are usually 120-180 words. This is the cheapest stage to make changes, so it gets the most back-and-forth before moving on.

Step 3: Storyboard and Style Frames

Once the script is locked, the visual plan comes next: a storyboard mapping each line of narration to a shot, plus 2-3 style frames that establish the look (color palette, character or object design, level of realism). This is where agencies and clients sign off on direction before any animation time is spent.

Step 4: Voiceover

A voiceover artist is cast and recorded against the final script. Timing matters here — the animation pacing in the next step is built around the recorded VO, not the other way around.

Step 5: Animation, 3D and VFX Production

This is the longest phase. Depending on the brief, it might be 2D motion graphics, 3D modeling and rendering, or VFX composited over live-action footage. AI-assisted tools now speed up parts of this stage too — rotoscoping, masking, and asset generation that used to take hours can take minutes — which is changing how fast a freelancer can turn around high-end work compared to a few years ago.

Step 6: Sound Design and Music

Sound effects, music, and final audio mixing happen once picture is locked. This is a short but important step that makes the difference between a video that feels finished and one that feels like a draft.

Step 7: Review and Revisions

Most projects include 2 rounds of revisions built into the timeline. Feedback is most useful when it's collected from all stakeholders at once rather than trickling in, since animation changes take longer to implement than a simple text edit.

Step 8: Delivery

Final files are exported in whatever formats and aspect ratios the campaign needs — 16:9 for YouTube and landing pages, 1:1 or 9:16 for social, often with and without captions baked in.

How Long Does It Take?

A straightforward 60-90 second explainer video typically takes 3-5 weeks from signed brief to final delivery. Heavier VFX or 3D work can run longer depending on complexity.

Working With a Remote Freelancer vs an In-House Team

For agencies, the appeal of plugging in a remote specialist instead of hiring is simple: you get senior-level VFX, 3D, and AI-assisted production on the projects that need it, without carrying a full-time animator on the bench between campaigns.

If you're briefing your first explainer video and want a second pair of eyes on the script or storyboard before it goes into production, get in touch.