Services
I'm Andrew Davies, a London director and DOP who makes explainer films for clients including Ogury, Lotus and GSK. When your product is hard to explain in a sentence, a well-made explainer does it in sixty seconds, every time someone hits play.
Ogury · Lotus · Dogs Trust · GSK · Post Office
Most B2B products are genuinely complicated. Explaining them in a way that lands with someone who doesn't already know what you do — without oversimplifying or overwhelming — is one of the harder communication problems there is. A well-made explainer video solves it once. It's on your website, in your sales deck, in the onboarding flow, in the email sequence. The same 90 seconds, working everywhere.
I've made explainer films for technology companies, professional services businesses, SaaS platforms, and organisations with complex processes that need to be visible to audiences who can't see them. If you need something that makes a difficult thing clear, that's the brief I start with. See also: talking heads film for CEO and leadership communication, and video case studies for customer proof once the product is understood.
A 90-second video can carry the equivalent of 1,000 words of explanation — in a format most people will actually engage with, across every device and context.
A prospect who arrives on a call already understanding your product asks better questions. An explainer on the homepage or in an intro email does that pre-work silently.
Social clips cut from an explainer perform better than standalone creative because they're already aligned with the product message — not a separate ad designed to interrupt.
Average time on page roughly doubles when there's a video to watch. For a complex product, that's the difference between a visitor reading enough to understand what you do — and a visitor who leaves.
One authoritative film ends the drift that happens when different people explain the same product in different ways. The film becomes the canonical version of what you do and why it matters.
Production costs vary by format and complexity. Indicative ranges, :
| Format | From | What it covers |
|---|---|---|
| Interview-led with screen capture | £3,500 | One filming day, spokesperson on camera, software demo captured in post, edit and colour |
| Fully produced live-action | £5,500 | Scripted, directed location filming, custom motion graphics, professional voice or on-camera presenter |
| Multi-format cut-down package | +£1,200 | Social clip (30s), email embed (60s), and sales deck version cut from the master edit |
| Animation (script to delivery) | £4,000 | Full scripting, storyboard, motion graphics or character animation, voiceover, music |
For most B2B products, 60–90 seconds is the sweet spot. It's long enough to explain the problem, the solution, and the call to action — short enough to hold attention. Hero page explainers often sit at 60 seconds; sales enablement explainers can run to two minutes when the buying cycle is longer and the decision is more considered. The deciding factor is not convention — it's where in the funnel the video sits and how motivated that audience already is.
Live action is better when the human element matters: a service business, a team, a physical product, or any situation where seeing a real person builds trust. Animation is better for abstract software interfaces, processes that happen invisibly, or when the production budget needs to go further. Many of the most effective explainers combine both — a real customer problem, animated resolution. The best format follows the content.
A live-action explainer video runs from £3,500 for a simple talking-head-with-screen-capture format to £8,000–15,000 for a fully produced film with location filming and custom motion graphics. A pure animation explainer runs from £4,000 to £10,000 depending on style and complexity. Most B2B explainers land in the £5,000–8,000 range.
A typical explainer video takes four to six weeks from briefing to delivery. The scripting and approval stage is usually the longest — getting the message right takes several rounds with stakeholders. Filming takes one day. Post-production runs two to three weeks including revisions. Faster turnarounds are possible for simpler formats; anything involving multiple locations or complex motion graphics needs the full timeline.
Yes, but it requires planning at the edit stage. A 90-second homepage explainer can be cut into a 30-second LinkedIn ad, a 15-second social clip, and a 60-second sales email embed — the same filmed material, re-edited for each context. The key is shooting with this in mind: collecting additional B-roll and reaction shots that give the editor options. Agreeing deliverables before filming is far cheaper than going back to reshoot.
The harder something is to explain, the more useful a well-made video becomes. Tell me what you're making and who needs to understand it — or email hello@campaignfilm.com directly.