How do you visualize an abstract digital world? And how do you invite great programming and IT minds to participate in a technology event? That was the creative challenge behind the Tech Tank animation.

Animwood worked with Amazon internal communication and IT teams to create a short animated ad that would explain the purpose of the event while creating excitement around participation.

The video had less than 30 seconds to communicate a world of programming, innovation, ideas, and content. Rather than presenting technology in a literal way, we created an imaginative digital landscape where an idea could travel, develop, and eventually become a finished digital innovation.

The central object is an abstract cube moving through this technological world. Its journey becomes a visual representation of an idea moving from its initial spark toward something more developed and tangible. For this type of IT communication, animation gave us the freedom to visualize things that would be difficult to show through conventional video: ideas, digital environments, programming, and the transformation of an abstract concept into an innovation.

With only 30 seconds to tell the story, we decided to build the animation around seamless transitions and continuous camera movement.

The camera travels through the digital space, introducing different elements while following the journey of the idea - from the initial spark to the finalized digital innovation, product, or service.

Animwood handled the full production, from script and storyboarding through illustration, animation, compositing, original music, and sound design.

For the animation itself, we combined stylized 3D animation, 2.5D animation, 2D motion design, and traditional hand-drawn animation, also known as cel animation.

The 3D elements create the depth and space needed for the camera to move through the environment. 2.5D animation adds additional depth and allows us to build layered spaces, while 2D motion design and hand-drawn animation bring a more expressive quality to the visuals.

We then composited the different elements with lighting, smoke, and gradients to create the final film-like look.

Sound was developed specifically for the project and hand-crafted. An original score and crafty sound effects translate the visual world into an electronic ambient soundscape, using echoes and digital effects to strengthen the feeling of moving through a technological environment.

For the Tech Tank video, we focused on Olo as the fun, cute, and charming guide through the digital realms of ideas and programming.

Olo follows the journey through the technology-focused world and gives the animation a recognizable character at its center.

The mascot was created for the internal communication teams at Amazon Studios Technology and became a recurring character and brand element within their set of videos.

For technology communication, a character can also provide a different way of approaching an abstract subject. Instead of presenting programming and innovation only through diagrams or technical imagery, Olo gives the audience something to follow through the story.

Tech Tank marked another step in Animwood’s work on IT and technology animation for Amazon Studios Technology, supporting the client’s internal communication and marketing needs around an IT-focused event.

The project brought together 2D animation, 3D animation, 2.5D techniques, motion design, character design, original music, and sound design in one short technology event video.

For Animwood, it is also an example of how we approach technology video production when the subject is abstract and the available screen time is very limited.

IT companies, software companies, SaaS businesses, and technology brands often need to communicate ideas that cannot easily be filmed or represented literally. Animation gives us the space to build those worlds from scratch - whether the subject is a digital product, software, programming, an IT service, or a broader technology concept.

Our work can include technology explainer videos, IT explainer videos, software animation, SaaS animation, B2B animation, technology brand videos, internal communication videos, animated event videos, and other technology-focused content.

If you are looking for an animation studio for an IT, software, SaaS, or technology animated video, Animwood can help develop the concept, script, visual direction, storyboard, animation, character design, motion design, music, and sound as part of the production.

For your next IT or technology animation project, contact us at:

newbusiness@animwood.com