Updated November 2026 · 7 min read · By the Moov Studio team
2D animation isn't a relic. It's the most popular style for explainer videos, product launches and social ads, because it's clear, flexible, and fits almost any brand style.
If you're about to order a 2D animated video, this guide walks you through what actually happens behind the scenes, how long it takes, and what you'll be asked to do along the way. No surprises.
What Is a 2D Animated Video?
A 2D animated video brings characters, objects and backgrounds to life in a flat, two-dimensional space. It can be character-driven (people, mascots, little stories) or motion graphics (icons, text, shapes, data), and the best videos often mix both.
2D animation is especially good at:
- Explaining complex ideas with visual metaphors, like a growing tree for compound interest or a maze for a confusing process.
- Showing software and services that don't physically exist.
- Matching your brand, since every color, shape and character can follow your brand guide.
- Working on mute, because visuals and on-screen text carry the message even without sound.
(Weighing 2D against 3D? Read our 2D vs 3D animation guide.)
The 2D Animation Process, Step by Step
Here's how a typical 60 to 90 second 2D explainer comes together at Moov. Most projects take 3 to 6 weeks, depending on length, complexity and how quickly feedback comes back.
1. Brief and discovery (days 1–3)
We learn your goal, audience, key message and brand. The better the brief, the faster everything goes. Your job: share your brand guide, examples you like, and the one thing viewers must remember.
2. Script (about week 1)
We write the script, or polish yours. For a 60-second video that's about 150 words. Your job: review it and approve. The script gets locked before visuals start.
3. Storyboard (about week 1–2)
Every scene is sketched frame by frame, so you can see the whole video before it's designed. (Here's how storyboarding works.) Your job: this is the best moment to request changes.
4. Style frames and illustration (about week 2–3)
Our designers create a few key frames in the final style, so you can approve the look. Then every character, background and asset is illustrated. Your job: approve the style before full illustration begins.
5. Voiceover (in parallel)
A professional voice actor records the script. Often you can choose from a few voice samples. The animation is timed to this recording.
6. Animation (about week 3–5)
Characters are rigged (split into movable parts) and brought to life with keyframes, easing and timing. Text, icons and transitions are animated to match the voiceover beat by beat.
7. Sound design and delivery (final week)
Music and sound effects are added and mixed. You get the final video, plus vertical and square versions if your package includes them.
What Makes a Great 2D Animated Video?
- One clear message. The best explainers say one thing well.
- A consistent visual style. The same colors, line weights and character proportions throughout.
- Smooth, purposeful motion. Easing and timing make movement feel natural. Every movement should guide the eye somewhere.
- Relatable characters. Viewers should see themselves in the story within seconds.
- Visual metaphors. Turn abstract ideas into something people instantly understand.
- It works without sound. Captions and on-screen text, so the message lands on mute.
- A clear call to action. One next step, shown clearly at the end.
How to Get the Best Result From Your Studio
- Know your goal. "Explain our product" is vague. "Get trial users to understand our core feature in 60 seconds" is a brief.
- Pick three key points, not ten. Animation is space-constrained, so every extra feature dilutes the main message.
- Give feedback at the storyboard stage. Changing a sketch is quick, while changing finished animation costs time and money.
- Consolidate feedback. Send one set of comments per round, agreed internally, rather than five conflicting emails.
- Plan formats upfront. If you need vertical versions for social, tell the studio before production so scenes are designed for it.
Planning a 2D explainer? See exactly what's included (script, storyboard, voiceover, revisions) on our pricing page.
How Much Does a 2D Animated Video Cost?
Price depends on length, style complexity (simple motion graphics versus detailed character animation) and extras like scriptwriting, voiceover and extra formats. At Moov, custom explainer videos start at $2,600 per finished minute. See the full breakdown on our pricing page.
Frequently Asked Questions
How long does it take to make a 2D animated video? A 60 to 90 second 2D explainer typically takes 3 to 6 weeks, from brief to final delivery.
What do I need to provide to start a 2D animation project? Your goal, target audience, key message, brand guidelines (logo, colors, fonts), and ideally a few examples of videos you like. The studio can write the script for you.
Can I make changes during production? Yes, and the earlier the better. Changes are easiest at the script and storyboard stages and get more expensive once animation starts.
Is 2D animation good for social media? Very. 2D works well on mute, adapts easily to vertical and square formats, and can be cut into short clips for Reels, TikTok and LinkedIn.
What's the difference between 2D animation and motion graphics? Motion graphics animate text, shapes, icons and data. 2D character animation brings characters to life. Most explainer videos combine both.
Ready to See Your Idea Animated?
Moov Studio has been making 2D explainers and brand videos since 2018 for startups and global brands. We handle everything from script to final render, and you approve every step along the way.
See our pricing to compare packages, or browse our work to see our 2D style in action.
Have a project in mind? Tell us about it and we'll get back to you with a quote.