An instruction video isn't watched. It is used: paused, rewound, held next to the device. That is what we design for.
Almost every instruction video shows the task as it should go. Neatly, in the right order, without hesitation.
But users don't call the support line about the ideal route. They call about the three places where it goes wrong in practice: the step that gets forgotten, the setting that looks almost the same as the right one, the moment you think you're done and you're not.
Show exactly those moments, and how to recognise them, and you prevent more questions than by showing the right order ten times. That is why in the first conversation we don't just ask how it works, but also where your users get stuck in practice. That answer usually lies with support or the trainers, not with marketing.
A good instruction video also works with the sound off. That is not a style choice but a practical requirement.
Users are in a noisy room, speak another language, watch on their phone without earphones, or have their hands full. For D.O.R.C. we made instructions for eye surgeons and nurses in more than eighty countries. There, the image has to do the work, and language only supports it.
In concrete terms: every action can be followed on screen without explanation, on-screen text is short and stays long enough to read, and the voice-over says what the image cannot show, not what it already shows. A video built this way is also much cheaper to translate.
The difference between an instruction video and a product video is not in the content. It is in the pace.
An action that passes in two seconds in a commercial version needs eight seconds in an instruction, because the viewer has to be able to copy it. That is why for Springlife Medical we made two versions of the same animation: a calm instruction version that explains the settings and applications step by step, and a faster commercial variant.
The temptation is great to make one hybrid version that does both. On paper that saves a production. In practice you get a video that is too slow to sell and too fast to learn from. And because the expensive layer (research, concept, design, the models and the scenes) only has to be made once, a second version at a different pace is much cheaper than you think.
D.O.R.C. International
OPHTHALMIC ANIMATIONS
D.O.R.C. had to teach eye surgeons in more than eighty countries to work with a new system. For the EVA NEXUS system and individual products such as EVA AVETA and EVA EQUIPHACO, we made animations that had to be instructive, informative and promotional, for surgeons and theatre staff. That resulted in a package for multiple channels: training videos, stills for print, short versions for social and presentation material. The collaboration has continued since the launch in 2022.
Springlife Medical
MEDICAL PRODUCT ANIMATION
Springlife Medical had one device and two audiences. The Spring2 treats nerve pain with pulsed radiofrequency and is used by neurologists and anaesthesiologists. We made a calm instruction version that explains the settings and applications step by step, and a faster commercial version, in several languages for international markets.
UEFA
INTERACTIVE CPR TRAINING
UEFA wanted to teach football fans CPR during Euro 2024. For an interactive online CPR training, as animation partner together with Golazo Brands, Blickfänger, Major Fifth and Unfolded, we made the introduction animation, the environment animations and the visualisation of the airflow. The animations appeared on the UEFA website, on social media, in TV spots around the matches and in the stadiums.
Rijkswaterstaat
PRESENTATION ANIMATION
Rijkswaterstaat had to take decision-makers step by step through a complex system. For the Coastguard Council we built a presentation on Verkeersbeeld op Zee, the maritime traffic picture, in which each element only appears when the speaker gets to it. It isn't a user instruction, but the principle is the same: the viewer never sees more than they need to understand at that moment.
"Your fantastic artwork helped make our vision understandable! This was extremely valuable in our development process and greatly contributed to securing multiple investment rounds."
“We always enjoy working with you! From start to finish, there's excellent communication, clear agreements, and high-quality production. You're constantly contributing ideas to achieve the best possible result, both creatively and technically."
“By combining your animation skills with our audiovisual expertise, we'll elevate the creative concept to the next level. You'll also deliver the right assets and files on time, and we'll work together to meet the deadline!"
"Working with Studio Analoog was impressive! They are true experts in their field. The final product made a huge impact, which we were able to showcase to state officials and important customers."
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That mainly depends on the choice between 2D and 3D. Instructions for a physical product or device are usually 3D, instructions for software, processes or services usually 2D.
2D instruction, for example software or a process: from €10,000, 4 to 6 weeks
3D instruction for a product or device: from €10,000, 6 to 10 weeks
Instruction plus commercial version from one production: €12,500 to €20,000, 8 to 12 weeks
Series of short instructions per task: on request, 8 to 12 weeks
All prices exclude VAT. Multiple languages are charged per language. An extra language is mainly a new voice-over: with an AI voice from €250 per language, with a real voice actor from €750. Including it up front is more cost-effective than adding it later.
Want to see the prices of all types of animation side by side? Take a look at animation production.
You will hear from us within one working day. Usually with a few questions, because a budget that makes sense doesn't come from a single email.
After that there are two routes. If you need a number now, we give a rough estimate based on what you have sent us. If you have half an hour, we discuss the project and you then receive a well-founded scope with a matching budget. The second route gives a better answer, and often a different project than you had in mind.
In a hurry? Feel free to call. We do the same the other way round.
One long video. Without chapters, nobody can find step seven again. We cut instructions into short, separate parts that you can open individually, and that together form a whole.
Sales pace. Made to impress, not to copy. See above.
The situation of use ignored. Made behind a big screen with good speakers, used on a phone next to a machine. We ask beforehand where and how the video will be watched.
Quickly outdated. The product changes, the video is no longer correct, and nobody dares to take it down. In 3D we keep models and scenes, so a changed component is an adjustment and not a new production.
A hybrid version that combines sales and explanation. The most understandable wish and the most common mistake. Two versions from one production work better and cost less than you expect.
