Preproduction stage is over and you're ready to dive headfirst into the production stage for the shiny new explainer video. But how can you optimise the outcome with minimum effort? Read on!
In short, the production stage begins where preproduction ends. Read our post on preproduction first, if haven't done it yet!

This means we embark upon production with the following assets:

  • an approved brief
  • a script
  • a storyboard
  • an animatic (draft animated storyboard).

We also have basic illustrations (styleframes) and style references approved as well. So we're good to go - right? Here goes:

Recording a voiceover

The first thing to tackle is finding and recording a voiceover. Clients will often have a shortlist of talents to choose from, and will approve the one they think best fits their brand and the video's purpose.

As a rule of thumb, at ToonGoose we record a voiceover repeatedly until it's satisfactory.


The designer sets to work; creating illustrations based on the style references and agreed storyboard. Most of the time, this stage and the next overlap.
Draft animation

Thirdly, the animator gets on with crafting a draft animation: a basic version created to show how things are going to look – more or less.

Music and Sound Design

With the animation complete, it's time to turn attention to sound design and music. The sound designer creates audio for each action in the video, while the composer writes music – based on the pre-approved style references.

And, Final Touches

After the animation is complete, final feedback is given and the animators add any necessary finishing touches – working on small details that'll make the video even more awesome.

The steps set out above are all critical parts of the production phase; but the reality is they're designed to overlap each other – rather than happen sequentially; one after another. Client approval is needed at every stage; which is where a decent account/liaison person can come in very useful!

Here's a sample timeline for the production process of a 60 seconds explainer video that includes approvals for each step (red):
Note that some stages only begin after the approval is received, so delays in approval automatically lead to delays in production, which is really important.