The short answer
Spend on the script, save on the extras
Most explainers I make land between $6,000 and $18,000. For full market rates and a calculator, read How much does animation cost in Australia? This post is about getting the most out of whatever budget you've got.
A tight budget doesn't have to mean a cheap-looking video. It means choosing where the money goes. Here are the levers I talk clients through, with real examples.
Shorter. Smarter. Reusable. Still good.
Eight ways to stretch an explainer budget
1. Bring the script
Saves $1,500 to $3,000
If you have the words, or a subject matter expert who can write them, I'll tighten and time them instead of starting from scratch.
2. Cut it to 60 seconds
Less to animate
Ninety seconds is rarely needed. Sixty seconds is about 150 words, which forces one clear message, and that usually makes a better video anyway.
3. Motion graphics over characters
Often a third of the cost
The same 60-second script can be around $6,000 in clean motion graphics or $18,000 with two custom characters. Pick characters when emotion matters, not by default.
4. Reuse it everywhere
Versions cost a fraction
Once it's animated, new languages and cut-downs are a small add-on. The Heart Foundation explainer went out in 12 extra languages from the one animation.
5. Buy the carton
Series pricing
If you need more than one, say so up front. Setup costs spread across the series. For Topgolf I made a whole set of game explainers in one consistent style.
6. Smart stock
Bespoke adds 15 to 30%
Stock graphics and templates, reworked to fit your brand, can carry plenty of a video. Save the fully custom illustration for the moments that matter.
7. Give it time
Rush adds 20 to 30%
About six weeks is the sweet spot. Under two weeks costs more, because everything else in the studio has to move.
8. Decide once
Avoids going backwards
One person with the final say, and feedback in a couple of days. Changes that take us back a stage, like rewriting the script once animation has started, are where budgets blow out.
Where not to save
The script. A great script does half the work before a single frame moves. A weak one can't be saved by animation.
Sound. Professional voiceover, music and a proper mix.
"A good animation with bad audio is still a bad video."
Examples from the work
Got a budget and an idea? Tell me both and I'll tell you what's possible. Start a project.