Explainer videos for startups need to balance emotion and information. If you cram in too much information into a video, it becomes a boring tutorial. Focus too much on emotion and you might confuse your audience, unless you are selling an established product everybody understands, like soft drinks or perfume. Startups that try to bring something new to the world need to communicate in a way that both engages and informs their customers.
Our favourite communication projects are those where we meet teams who really know their values. Kind is a startup that builds a communication app for healthcare and they asked us to produce their explainer video. True to their name, Kind has a strong culture of care and respect both for patients and caregivers. Their solution helps people save time through better planning and administration of healthcare. We believe that we managed to make their video as friendly and professional as the team behind the app.