Why Product Announcements and Animation Make the Perfect Pair
Background
You’ve seen it before: the polished tech founder standing confidently beside their sharp, quippy head of product, introducing us to a groundbreaking company and revolutionary technology. It’s the classic product launch video—stylish, direct, and effective. A tried-and-true format that delivers.
But there’s a new player in town: the no-voiceover, animated product launch. Bit of a mouthful—especially considering there’s no voiceover 😉 (we really do crack ourselves up over here). What sets this style apart from older takes is exactly that: no voiceover, no talking heads—just sharp on-screen text, slick visuals, and an upbeat soundtrack. The result? A fresh, energetic, and crystal-clear approach to product storytelling that feels modern, creatively bold and as with everything nowadays— not a human in sight, thank god.
That trend was very much our starting point for the latest piece we created with Landbase, the go-to-market automation company. We’d previously worked with them during their stealth phase, producing a keynote-style launch video to unveil the company. But for this new project—a focused launch for a specific product—we knew we needed to take a different approach. Not only was the subject matter more targeted, but the goals were too. This video wasn’t just about introducing a new product—it was about sparking interest, generating buzz, and driving views on LinkedIn and other social platforms. It had to be short and stand out from the sea of sameness.
Execution/Challenges
The new product Landbase was launching is called Campaign Feed. It simplifies outreach across email, LinkedIn, and phone, offers predictive audience targeting, and enables users to instantly act on AI-generated campaign suggestions—turning what used to take months into just minutes. As with many short videos, the challenge was finding the right balance: including enough detail to convey real value, keeping it engaging, and ensuring everything worked visually with the animation. In order to do all this, we really invested time in the creative development process and scripting. We really wanted to avoid a common pitfall: videos that sound polished but say very little—just a blur of tech jargon with no real substance. So we spent a lot of time refining the script, aiming for language that was both sharp and meaningful—slick, but genuinely informative.
We also wanted the video to stand out—especially on social platforms like LinkedIn—so the first step in scripting was coming up with an attention-grabbing opening line that could stop a scrolling viewer in their tracks. That’s when Creative Director Dan came up with the line “You shouldn’t need a PhD to grow a business.”
“We concepted and banged out something like 15 different eye-catching taglines before we landed on this one. We wanted something that would truly make our target audience stop their thumb in its tracks. This tagline was actually the first or second idea that popped into our heads. You know what they say, sometimes the first take is the best take.”
Dan Lichtenberg, Creative Director, Slow Clap
Building on this, we wanted the motion design to reinforce the simplicity of the tool. A major inspiration was the product’s intuitive, swipe-based interface—reminiscent of a dating app. The ability to swipe right to approve or left to skip made the experience feel effortless and fast, and this "swipe" gesture became a central visual motif that guided the flow and style of the animation.
We drew from Landbase’s bold color palette and incorporated elements of their logo and branding directly into the animation. This ensured the final piece felt both visually striking and unmistakably on-brand—design-forward, yet clearly rooted in Landbase’s identity.
“We had a tight deadline on this project, so to accomplish the client's goals, we were laser-focused on methods of keeping the message clear and the production itself efficient. To accomplish this, we took the main UI elements of their product, with the client's existing brand identity system, and mixed them together with simple, abstract, graphic representations of the product's core concepts that were worthy of attention.”
Larry Brown, MGFX Artist
One of the biggest challenges with videos tied to tight launch deadlines and multiple stakeholders is time. Even short animations take a significant amount of effort and time to produce, and that can be tough to manage on a compressed schedule.
Results
As with everything we strive to create at Slow Clap, the result was an engaging, informative video that stood out from the sea of animated tech launches—thanks to a sharp script, playful music, and vibrant, eye-catching animation. More than just another product explainer, it was designed to capture attention on social media, clearly communicate the value of Campaign Feed, and leave a lasting impression that felt fresh, smart, and unmistakably Landbase.
"Loved working with the Slow Clap team on our campaign feed launch video with an aggressive timeline — the process was smooth, super collaborative, and the end result was better than we imagined. The video gave our launch a personality and energy that really landed."
Janine Wald, Head of Marketing, Landbase
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