What is Animation?

Let’s get right to it: animation isn’t just “cartoons” for kids. It’s a smart and sophisticated way to tell your story in a way that would otherwise be too complicated through traditional video production filming. But what is animation?

Whether it’s 2D or 3D animation, it’s a really clever way to imprint your brand on an engaging and interactive piece of content in a loud and clear way that catches the attention of your customers.

Whether you’re a fast-growing startup, a thriving e-commerce company, a big London corporate, or even a public sector organisation, animation can be an important tool to elevate your complex messaging way beyond what you thought may be possible.

Animation: The Need-To-Knows

You might think it sounds obvious, but let’s start with the basics just in case!

Animation is the craft of creation motion from still images. Every image or frame is drawn or created, which is then moved in a sequence to give the impression of motion, much like film or tv. This moving image effect gives life to characters, shapes and objects, or ideas to life. It turns what is initially an abstract idea, into a complex and interesting video content.

At the face of it, animation might sound like a simple process, but it’s anything but it! It can often take weeks or months to develop intricate sequences of animation, all because the animator is designing and animating every tiny detail that you end up seeing on screen. The patience alone is an art!

If you’re curious about complex animation, the infamous sushi scene in Isle of Dogs took 38 days to animate. That’s equivalent to two seconds of footage captured every day! But if you’re every asked if it’s worthwhile, it can produce iconic films such as Fantastic Mr Fox, product explainers, character-driven stories, scientific visuals, data storytelling – literally anything you can think of!

So, what types of animation are there?

2D Animation

When we talk about 2D animation, we’re talking about motion graphics or character that move in a two-dimensional or flat space. It can be anything from a minimalist design that looks simple but are incredibly complex, all the way up to elaborate and complex animation with many moving parts under the hood.

Here are a few examples of 2D animation:

  • Character Animation: Exactly what is says on the tin. The design and animation are focused on characters and people, which is perfect for storytelling. If your idea has depth and needs emotional attachment, let it show through animated characters.
  • Motion Graphics: This focuses less on characters or people, and more on abstract concepts or shapes to help tell a story. Whether it’s illustrating how to navigate through a software as a service (SaaS), or illustrating visual data in a pleasing way, this is the type of animation you need. It’s crisp, professional, and most importantly, flexible.

Take our work with Estyn, for example: engaging characters made educational topics accessible and fun

3D Animation

33D animation is exactly what you’d expect – everything from a 2D animation, expect in a three-dimensional space. It’s about depth, sometimes realism, and most definitely immersion. There are absolutely loads of different examples of this application such as AAA video games, VR environments, or commercial videos and corporate videos.

They budget for creating a 3D animation over a 2D animation can be much higher, but the production value of it can also be much higher. Ultimately, the question always comes down to what you’re looking to achieve, and what method of animation you need to achieve it.

Take our project with Panasonic’s RE100 initiative, where we used sleek 3D animation to visualise advanced hydrogen battery installations. The result? Clear messaging, stakeholder enthusiasm, and a genuinely impactful story.

So, What’s Best for You?

Choosing between 2D and 3D animation depends on your objectives:

  • Explaining a service, or creating memorable brand moments: Go 2D.
  • Showcasing physical products, architectural plans, or innovative concepts: Go 3D.
  • Want maximum impact? A blend often hits the sweet spot.

But before you decide on what path is the best for you, the single most important consideration is always about money. As with a tale as old as time, the inevitable question of “how long is a piece of string” comes into play. Whilst 2D and 3D animation can have different budgets associated with them – the latter often commanding a higher budget – the output is always based on what you’re looking to achieve, and how it can be achieved with the budget available for it. A simple animation will require a much smaller budget than an incredibly complex one, however a complex 2D animation could also be more expensive than a simple 3D animation.

And as with all technology, animation is evolving fast with brands pushing for richer styles, smarter workflows, and more memorable stories on screen. For a deeper dive into where animation is heading, check out this overview of 2025’s key animation trends.

Real Value, Real Results

Animation isn’t just a fancy word, it’s a strategic tool to tell your story. Whether it’s about increasing brand awareness, boosting conversion rates on a new service, or even simplifying communication, animation consistently delivers measurable value.

Ready to see how animation can transform your next project? Drop us a line. The conversation is free, and the potential is huge.