Commissioning animation can be an incredibly effective way to communicate complex ideas, but the success of the project often depends on what’s prepared before production begins.
The more clarity you have upfront, the smoother the process and the stronger the outcome.
This starter kit outlines what to prepare before engaging an animation agency, helping you get more value from the work and avoid unnecessary revisions.
A clear purpose for the animation
Before thinking about style or length, define why the animation exists.
Be clear on:
- What problem the animation needs to solve
- Who it’s for
- What the viewer should understand or do after watching
This purpose will guide every creative decision that follows.
A focused core message
Animation works best when it communicates a single idea clearly.
Try to articulate:
- One primary message
- A small number of supporting points
- What not to include
If the message feels broad or overloaded, it’s worth refining before production begins.
Audience context
Your animation should be shaped around the viewer, not the organisation.
Share what you know about:
- Who the audience is
- Their level of familiarity with the subject
- Their motivations or objections
- Where they’ll encounter the animation
Specific audience insight leads to more effective storytelling.
Brand foundations and references
Animation agencies doesn’t need instructions, we need context.
Prepare:
- Brand positioning or strategy documents
- Tone of voice or messaging guidance
- Visual identity assets
- Examples of work you admire (and why)
This helps ensure the animation aligns with your brand from the outset.
Usage, formats, and practical constraints
Animation should be designed for how it will actually be used.
Clarify:
- Where the animation will live (website, social, sales, internal)
- Any required cut-downs or variations
- Whether sound will be on or off
- Timelines, approvals, and budget expectations
Practical clarity prevents late-stage compromises.
A willingness to collaborate
The best animation outcomes come from partnership.
Be open to:
- Challenge and refinement
- Simplifying messages
- Letting experts guide execution
Preparation creates alignment & collaboration creates quality.
Setting your animation up for success
Preparing these elements doesn’t require perfection. It requires intent.
With the right foundations in place, animation becomes a powerful communication tool, not a guessing game.
At Courts, we help clients shape clarity before motion, ensuring every animation is purposeful, effective, and built to last.
