Digital Animation


Digital Animation

2,5D animation

An animated production, mainly 2-dimensional, in which objects consist of – in majority – flat elements, but there are also 3D objects. Furthermore the objects are placed on a background containing a spatial depth.

2D Animation

A 2-dimensional animated production in which objects consist of flat elements. These object are placed on a background sans spatial depth.

360° marketing

A strategy which main goal is to reach customers with a certain marketing message, using (in the integrated way) as many types of devices and transmission channels as possible (for instance TV ads, posts and pictures on social media, ads in mobile applications etc.).

3D animation

A 3-dimensional animated production in which all objects (or the majority of them) are spatial solids. The objects are placed on a spatial background with the possibility of camera movement in every desired direction.

Animated infographic

An animated production in which elements forming an infographic get put in motion and/or get some additional effects to make the message more clear or attractive.

Animated video

A video production consisting of animated graphics and objects (hand-made or computer generated), prepared with the use of traditional or digital animation techniques.


A video production containing – most often very simple – graphics/sketches (taken mostly from storyboard) which get roughly animated to line out action, elements and characters behavior etc. Used mainly in productions with a high level of complexity or requiring very precise planning in regard to duration of a clip (or even a single scene).


A video production process in which previously prepared graphics and objects get put in motion by an animator in line with the action descriptions included in a script and storyboard.

Animation studio

A production studio specialized in making animations. Beside the animation films most often handles productions of different type like live action videos. Some studios also offer creation of graphics and illustrations for print.

Art Director

A person in a production team who sets an artistic course in regard to a given project (for instance graphic style, color scheme etc.) and makes sure that it’s maintained in each production stage.


An assembly of orchestrated graphic elements divided into sets (close, medium, distant) defining a place of action.


A factor – most frequently measured in kilobits per second (kb/s) or kilobytes per second (kB/s) – determining visual and audio data recording/reading speed and its quality. Higher the value, the better the quality.

Brand awareness

Awareness of a brand’s existence on a market among potential customers or users. That awareness has a significant influence on a person’s purchasing decisions (familiar = better).

Brand book

A document containing precise information on the visual representation of a certain brand (colors, logo, fonts, use recommendations and restrictions etc.).

Brand storytellers

A group of people specialized in creating and telling stories related to certain brands (check – Brand storytelling).

Brand storytelling

One of the marketing elements based on relating an interesting and engaging story to a certain brand. Its purpose is to enable and ease the identification of a customer/user with a brand and make the brand itself distinct from other competitive brands.

Brief (Creative Brief)

A document containing all the most important information regarding a project (a company, product/service, client’s expectations on the style of the animation etc.) supplied by a client or agency before works on project commence.

Buzz marketing

Another expression for word-of-mouth marketing. Actions which goal is to cause positive reactions about a certain product/ service among potential customers/users and to encourage them to share recommendations.


A two-dimensional graphic style, marked by a lack of realism (or limited realism) in regard to characters and objects drawing. Due to that very often they have a caricatural or even grotesque character. However there are exceptions.

Cartoon series

An animation series based on a cartoonish style (check – Cartoon).

Cell animation

Also called frame-by-frame animation. An animation technique in which every frame is in fact a separate illustration. Motion is achieved thanks to quick playback of these illustrations coming one after another. More illustrations put into a given sequence the more smooth animation.

Character design

A set of attributes creating a given character/ person, drawn in line with previously agreed covenant and in agreed style.

Character sheet

A document presenting a look of a given character(s) along with description and characteristics. A character is shown from different angles for a better presentation of their attributes.


A set of 4 basic colors used in the traditional printing: cyan, magenta, yellow, key color (black).


A material containing paid advertising message, directed towards a defined target group.


In the animation process, a work which purpose is to arrange graphical elements in a given frame, in line with directorial assumptions.

Concept Art

A document containing advanced sketches (or graphics) presenting a background, characters and objects that will end up in an animation. Concept Art’s purpose is establishing a final look of each element, before they get drawn in their final version. 

Content Marketing

A set of action assuming publication of content that potential customers can find useful, without direct encouraging them to use a certain product or service. Its purpose is to build a strong connection with clients/users through their identification with content delivered by a brand.

Corporate identity

Also Visual Identification. A set of symbols and colors associated with a given brand and identified only with that brand, letting it stand out from other brands on a visual level.

CTA (Call-To-Action)

A message (most usually in a form of one or two sentences) directly encouraging to taking certain actions in order to use a given product or service.


A set of graphical attributes related to background, characters and all other objects, drawn in line with an agreed covenant and arranged according to the designer’s idea.

Design board

An advanced form of storyboard (check – Storyboard), in which sketches are replaced with ready, complete drawings that will be used in production.

Digital whiteboard

Type of whiteboard animation, which is created entirely in the program, starting with edition of the graphic and animation. All graphic elements are created in the program, and previously prepared images of a hand holding the marker in different positions are added at the animation stage. It creates the illusion of drawing graphics in front of the viewer.

DTP (Desktop Publishing)

A set of tasks which purpose is to prepare (by using a computer) a graphical material, which will be printed in next production stages.

Educational video

A video material (in a form of animation or live action) with educational content.

Executive Producer

A person supervising works on a given project (or projects) but not involved directly in the process on the level of details.

Explanatory video (Explainer video)

A video material (in a form of animation or live action) explaining how given product, service or brand works. Its purpose is to create brand awareness and influence customer’s behavior towards things it offers. It can have a commercial character or non-profit (e.g. social campaigns).

Facebook guidelines

General rules regarding the use of website resources and the presentation of content and video materials on Facebook website. Basing on them, we create animations and commercials that are going to be published on Facebook. Thanks to these guidelines, the video is more effective and fulfils the assumed advertising goals better. Compliance with Facebook rules makes it easier to avoid technical issues such as stuttering, extended buffering, and so on.

Facebook video ad

Video advertising form offered by Facebook in the form of a short, automatically played video showcasing the company, product characteristics, a specific person or service. We produce it in the form of animation in accordance with the guidelines (Facebook guidelines).

Flat Design

A graphic style, in which background elements as well as all other objects and characters are drawn on a flat plane without the sense of spatiality. The most often it does not contain gradients nor shading. Frequently used in Explainer Video production.


A pre-defined specified area, where elements used in given scene (and given shot) are arranged.

Frame rate

An indicator showing a number of frames in a video material displayed in one second (frames per second – fps). A minimal level for keeping smoothness of a video equals 24 frames per second.

Frame-by-frame animation

Also called cell-animation. An animation technique in which every frame is in fact a separate illustration. Motion is achieved thanks to quick playback of these illustrations coming one after another. More illustrations put into a given sequence the more smooth animation.

Graphic designer

A person in a production team responsible for designing and drawing graphics for video or print project.

Graphic editor

A computer program for graphics editing.

Graphics Interchange Format (GIF)

A digital graphic format compatible with up to 256 colors from a 24-bit color RGB palette. It allows for displaying of a single frame as well as short sequences (animations).

H.264 codec

Commonly accepted and used video compression standard. Thanks to an advanced algorithm it allows generating high video quality while maintaining a relatively small file size. That is why this codec works well with videos used online and videos of Blu-ray format.


Visual interpretation of idea or text, almost unconstrained in terms of means of expression. In the production of animation, the illustration represents a graphical representation of a specific scene. Despite the growing importance of interactive media, illustrations are still an attractive form of communication for educational, promotional and marketing purposes.


Infographics or information graphics are visual interpretation of information or data. They are often used to quickly communicate messages in an understandable way. Due to their attractive form, infographics are used in many industries for sales, advertising and information purposes. They often include product placement or animated gifs.

Instagram Story ad

Advertising format offered by Instagram social network, available only on mobile devices. Story ads are available for viewing on a 24-hour basis; they are playing uninterruptedly, switching from one ad to another. Ad of one user appears between story ads of two other users who are followed by that user on Instagram. Now, by using the targeting and localizing functions, these ads are more likely to reach audience interested in the advertised product or service.

Instagram video ad

Advertising video clips adjusted to a format that allows playing it on the Instagram website or application. Currently it is one of the most popular and attractive forms of promotion on this portal. We produce it in the form of animation in accordance to the guidelines.

Instructional Video

Video material in the form of animation or live-action video the goal of which is to explain / describe how the product or service should be used. In the case of companies, products or services debuting on the market, such material is an ideal complement to the traditional explainer video, because it allows focusing on the details and guiding the user step by step.


Video sequence that is an introduction to the main part of the video the purpose of which is to impose a particular mood, make the recipient curious, motivate to watch the rest of the content, and – if the nature of the video allows it – to outline an issue the video is devoted to. It works great in live-action videos and animations.


Joint Photographic Experts Group or in short JPEG / JPG is the image compression standard used in files of the same name. JPEG / JPG is the most commonly used format for graphics due to maintaining low file size and satisfactory image quality at the same time. However, an undeniable flaw of it is the lack of possibility to edit JPG files in a way that allows changing the size, shape or position of objects that are already in the image.


Specified key motion points in the animation or video which occur at significant moments of the sequence. These points determine the beginning and the end of a specific motion. For example, when animating a ball rolling in a straight line across a flat surface, the keyframe A will specify the moment when the ball starts moving, and point B will specify the moment when ball stops moving. When the ball encounters obstacles and changes its trajectory, every action will be marked with an appropriate keyframe that will determine how the ball has changed its position.


Montage technique of static images that consists in skillfully combining the presentation with background music. Graphics are displayed in the rhythm of the music, which gives dynamism and character to an unattractive slide show.


Lips synchronization is a process of matching the movement of lips of characters speaking in the animation to the previously prepared voice recording. Depending on the graphic style, this movement can be simple (for example, a dot that changes shape with spoken words) or very complex (when the lips are drawn in detail). It’s the basics for every decent animation studio in the production of high quality animated series.

Live Action video

Form of audio-visual material in which real people participate. The setting, scenography and objects used can be digital (animation and computer graphics), but the key element is the participation of actors, presenters, etc. A professional animation studio can combine these two – at first glance very different worlds – into one attractive and convincing whole. A live recording can be used to create an "illusion" of animation (e.g. Live Whiteboard / Digital Whiteboard).

Live-action whiteboard

Type of whiteboard animation that is created through live recording of the action of drawing graphics on the board by the illustrator. In the production process, the camera operator takes a picture of the successively created graphics. Then, the images are transferred to the animator, who with the use of animation software arranges the images one after another in a very small time interval (at the same time fixing any minor errors). After playing the sequence, an illusion of animation arises. Live-action whiteboard animation is definitely a more time-consuming form of this type of production. At the same time, it is possible to make some small changes to the animation. However, it is superior to its digital counterpart in the way of how accurately it reflects the effect of drawing graphics by a living person.

Lyric video

Video material that is a visual complementation of a musical piece (music video). Its main role is to present the text of this piece of music in an interesting way. It can take the form of a live-action video or an animation. Despite its entertaining nature, production of such a clip has to be preceded by numerous consultations, as well as an analysis of the song's lyrics. The presentation cannot function in isolation from the meaning of the song and the image of the band or artist itself.

Motion Design

The art of putting static graphics (or their individual elements) into motion, i.e. animating graphics. Motion design can be used for photos (giving them dynamism and illusion of spatiality), and for graphics intended to be animated. Motion design differs from ordinary animated video by the absence of characters that can express themselves in the traditional way. Instead, characters have a symbolic meaning (for example, a ball interacting with other elements; the story is told through movement and transformation). Professional animation studios realize this and put great emphasis on perfect sense of movement and creative directing.

Motion graphics

Animations that use images or graphics to make an attractive and effective portrayal of a chosen subject, e.g. in the form of presentation. The way of presentation and animation is restricted only by the imagination of the team that creates them. A professional animation studio aims to make the animation delivered to the client stand out from the competition so it can be a showcase that helps to build brand awareness.

Music video

A short film that integrates images and songs, produced for artistic or promotional purposes. Mainly used as a marketing device intended to promote the sale of music recordings.


In the process of animation, it is a technical term for a transparent layer without any properties that combines other layers or effects with others. It can be used as a parent layer for a series of layers that are affected by the same motion. It can also act as a tag to track camera movement and to change the position of the layer.

Offline campaign

Range of marketing activities that focus on traditional media that can operate outside the Internet, such as: television, radio, press, billboards, etc. These activities assume production and publication of television and radio commercials as well as printed materials. Despite the rapid growth of the Internet, it is still a very important branch of marketing, due to its reach and prestige.

Online campaign

Range of marketing activities using online media channels, such as online advertising, domains and e-mail campaigns to promote the product and/or the services offered by a company. Materials and products used in online campaign must be characterized by attributes that have no place in traditional media. This implies that they should focus on engaging a potential customer to interact with the brand / product / service already at the ad level (e.g. through a mini-game).


It is the closing part of the animation or film. Its main purpose is to briefly summarize the topic presented, and to prompt a specified action (Call-To-Action; CTA), and to present the company's logo and contact details (although this is not a rule).


It is a technique that is used in animation to add and create a depth illusion in 2D scenes. It involves displacing the background plane at a slower rate than the planes in the foreground. This technique is perfect for animations, where the story is told by static images (just like in comics) where only some of the background elements are animated and the camera movement is what gives dynamism.


Sales presentation or pitch is a sales technique used to persuade / encourage potential partners to start cooperation. In competition conditions, pitch is used to attract the interest of recipients and make them acquaint themselves with the product or service using commercials or presentations. In order to increase your chances in a competition, a professional animation studio has to be aware that exact knowledge of the potential client's expectations and working beyond the established standard of the competition are crucial to winning and gaining a new partner.


A collection of selected works, productions, projects and ideas of an artist or studio used for auto-promotion. In the case of animation studio, the diverse portfolio is a sign of great flexibility of the studio when it comes to selection of style of graphics and animations. For a company commissioning an animation, it is an asset of great importance, because very often the animation style is not determined at the beginning of the project. It is up to the studio to choose a style that is consistent with the client's expectations and the general tone of the animation.


The final part of the production process, which includes all stages that occur after animation or recording, such as adding subtitles, visual effects, music and sfx.


Promotional clips or commercials that are played before the content selected by viewer. In most cases, these are traditional advertisements, edited professionally and shortened to 10-30 seconds in order to not discourage the viewer from watching the actual video.


The process of reproducing content on traditional media (e.g. on paper) using equipment designed for such tasks (e.g. printers). Nowadays, the source of content in this process has digital form in most cases, which is adapted to printing as a result of processing (e.g. by changing the colour specifications). Despite the growing importance of electronic media and digital content, print is still important in communication, giving the brand a more prestigious character.


A person responsible for overseeing the budget, video production process, staff selection and equipment. Producer is responsible for defining and sharing responsibilities in production teams, selecting script and creating production schedules.

Product Video

Popular marketing tool that uses a video or animation to present a product or service. Its purpose is to familiarize potential users with the appearance of the product, its functions and the benefits of owning it. Animation is a particularly attractive form due to the almost unlimited possibilities of presentation.

Project Manager

The person responsible for coordinating work on projects and maintaining order during production. Project Manager controls the process of creating the animation from start to finish, maintains contact with the client, supervises quality, and advises the client and the team. Project Manager has to be aware that he is representing the entire studio in interactions with the client. For this reason, Project Manager should not only be a professional, but also focus on building friendly relations.

Promotional Film

Audio-visual material (also in the form of animation) designed to increase sales of a product or service. Promotional film can take various forms - from a corporate video, through explainer video, to movie trailer. Form is less important as long as the material fulfils its primary function of contributing to the improvement of sales results.


Raster graphics or bitmap image is a matrix data structure, most commonly used as a rectangular grid of pixels or points of colour in graphics. Raster images are saved in graphic files of various formats (most popular – JPG). The determinant of raster graphic is that it does not have the option of complex editing of elements already present in it, e.g. changing the size of these elements.


Rendering is the process of creating output files from computer animations. The animation software combines various components, variables and actions (texture and particle effects are displayed only in the basic animation programs, so the computer is not overloaded during the work), to get the final result in the form of a polished video.


Resolution is a parameter determining the number of pixels horizontally (vertical lines) and vertically (horizontal lines). It is usually expressed as the product of the number of lines. Generally - the higher the resolution, the better the image quality. However, much depends on the parameters of display on which the image is shown.

RGB (Red/Green/Blue)

Type of system used to represent colours on a computer screen. The basic RGB colours (red, green, blue) are combined in different proportions to get all the colours in the visible spectrum.


A technique in digital animation where a moving object or character receives a set of interconnected "bones" (called the skeleton or rig), allowing the animator to move and control them. Properly prepared rig allows for a wide range of character movements while maintaining realism and compliance with laws of anatomy.

ROI focused animated bumper

Return on investment is a term that determines the profitability of an investment. In the case of sales animations, explainer videos, etc. ROI determines the value that production brings to marketing campaign of a given company and how much it will contribute to achieving sales target. Currently, animations have a very high ROI due to the fact that with a budget much lower than in the case of regular TV commercial, it is an equally effective way of achieving sales target.


A document containing text that will be performed by a reader or by characters taking part in film or animation recordings. It may also include a description of the scenes to determine in what style and with what aim in mind the text should be read.



Writer responsible for creating stories and scripts for films, computer games, plays, television shows, comic books and other. In the process of animation production, this is the person responsible for creating text to be read (or lines to be spoken by actors) as well as stories and descriptions of scenes.


Sound effects, also known as audio effects are artificially created or enhanced sounds that emphasise the content of the film or animation. The process in which these sounds are created/added to animation is called sound design and it is one of the post-production elements.


Both in traditional and animated films, short (short film) is a production that has a short running time (from a few to several minutes), which cannot be described as a feature film. In short films and animations, a storyline must be concise. In spite of this, should their creators intend so, they can often have rich content and carry messages that encourage reflection.

Shot / Scene / Sequence

Shot, scene and sequence. Basic concepts in film production. They are a fundamental part of any film or video.
Shot is an uninterrupted sequence of frames and takes. In the production process by shot we mean the time that passes between turning the camera on and turning it off. In the post-production process, by shot we mean a fragment without any cuts. A scene is a series of events occuring at the same time and place. Sequence, on the other hand, is a series of scenes which can be considered as a separate unit in relation to the whole film or animation. For example, in the Red Riding Hood animation one sequence may be preparing a basket full of delicacies to be carried to grandmother, another - a sequence of going through the forest, and so on. A sequence consists of scenes and a scene consists of shots.


Also known as Showcase and demo reel, it is an electronic portfolio in the form of a short film, which serves to present the skills and technical capabilities of the production team. Such film is most often a compilation of projects realized by given artist or studio. When choosing a studio for an animation project, it is a good idea to examine diversity of the presented fragments. On this basis, it is possible to determine whether the team is flexible in sketching designs or in other matters, you can also see the level of its experience with various types of projects.

Snap Ad (for your fashion brand)

Advertising format offered by Snapchat service in the form of short, 3-7 second-long, vertical, full-screen advertising spots with sound.

Sound design

Art and technique of creating soundtracks for films, short audiovisual forms, television productions, computer games and other. It is based on skillful processing, generating and editing the sound in order to create a new and original quality. This is one of the last stages of post-production. In the case of productions such as a video explainer, it is often underestimated. Meanwhile, it is a useful tool for storytelling and adding nice touch to the production in the last step.

Sound designer

A person responsible for mixing, creating and combining sounds and music for films and animations. Apart from knowing the basic assumptions of the production, sound designer must have a good sense of the mood of the film/animation and be able to skillfully influence the audience who is supposed to experience certain concious and subconsious reactions and feelings thanks to the sound.

Sound mixing

Processing and merging all film/video soundtrack elements, i.e. dialogues, special effects, sounds and music in such a way as to give it a proper sound. The proper sound should be understood not only as a work performed with skill, but also as meeting customer's expectations regarding the audience's reaction to film/animation.


Video production with images (often in advanced form) displayed one after another in a form of static pictures given some motion to outline action, element and character behavior. It is used mostly in productions of significant complexity or requiring precise planning in terms of running time of the whole production (or even of a particular scene).


A short, seconds lasting animation (or film) form repeated in particular moments over one (e.g. at the beginning and the end of an episode) or a series (e.g. only at the beginning of each episode) of videos.

Stop motion

Stop motion is an animation technique where single frames (images) are connected into sequences and displayed in the form of a film, giving an impression of motion. The more illustrations per motion sequence, the smoother the animation. This is a very time-consuming technique, but it often turns out to be necessary when producing animated series, cartoons or more advanced animations, where it is necessary to render the complex sequence of characters' movements very accurately.


A document containing sketches and descriptions for each scene that appears in the animation. It is used to plan the camera movement and behavior of objects visible in the frame at a given moment. Added to the drawings may be scene descriptions. Thanks to this, both the people involved in the production process and the customer can analyze the course of particular sequences that will be included in the animation. Professional animation studios pay special attention to storyboarding, because it is one of the key elements of any production process.


The art of constructing and presenting stories. Due to its heavy impact, storytelling is used in many areas from literature to marketing and sales. It plays a key role in the content marketing as it enables identification of the customer with the brand. Its aim is to evoke emotions and build bonds. For this reason, storytelling is so important in production of animations such as explainer video, stop motion and similar. Professional and experienced animation studio is aware that this tool is only effective if the presented story is true. That is why getting to know both the brand and the product/service is so important in the production process.


In the process of animation production, it is a static image presenting the chosen artistic direction in relation to the given project. Often, a chosen storyboard scene (or several scenes) is taken as a styleframe. The choice is based on selecting an image consistent with or very close to the final effect (complete graphics). Thanks to this, the customer can assess what will be the graphic style of the given animation. At the initial stages of animation production, customers very often do not have their own vision or specific expectations in this area. The task of the studio is to work out with them the desired style. For this purpose, the best animation studios often present for evaluation graphics in different styles, giving customers the opportunity to choose.

Texture map/Texture mapping

A technique used in 3D graphics, based on presenting high resolution details of the surface of spatial objects, including, among others, colour, texture, texture and transparency. Bitmap images or mathematical functions are used for this purpose.


In software used for creating and editing video/animation materials, etc. this is one of the basic working areas (time axis). It contains working materials in the form of animations, video, audio, and image files, additional effects, etc., in accordance with the production assumptions related to a given project. Timeline allows you to determine and schedule in a very precise way (even a fraction of a second) the time when the action in the video/animation will be performed.


The transition between animation or film scenes. Contrary to a cut, a transition is a more advanced form of scene change. Its aim is to make a change of scene smooth, to give it additional aesthetic value, or to clearly outline the division between the two scenes. Depending on the intended effect, transitions can be simple (e.g. fading one scene to another - fade) or complex and requiring animation skills (motion design transition).


In general, it is an object that has magnitude and direction. It is the basis of vector graphics, where images are represented by points, lines, curves, polygons, circles or solids (3D graphics). Each of these elements is described by its characteristic parameters and has certain attributes, such as thickness and colour of the line. The special characteristic of vector objects and graphics is the possibility of changing their parameters (as opposed to raster graphics). For example, if you want to change the size of a vector cube, the software for edition will process the properties entered so that quality of the graphic will not deteriorate and it will avoid being unnaturally distorted.

Vertical video ad

Video ads that can be displayed on a mobile phone in a vertical position without turning the screen sideways. Their existence is caused by the changes in behaviour of the consumers who are more eager to use smartphones rather than wide computer monitors. For this reason, it is crucial to know the purpose of the video before starting its production. This form significantly influences the positioning of elements in the frame and planning of movement in such a way that the presentation and message are as readable as possible.


Acronym for visual effects, i.e. any images created, altered or corrected for the needs of a film, which cannot be made while shooting live. These effects are added in the post-production process.


Technique of creating sequences consisting of consecutive static images or graphics that are played one after another with a very high frequency giving the impression of motion (see FPS). In general, video could be interpreted as all the products based on this technique, from stings to the advanced animated feature films. In the modern form of marketing communication, video is a basic and very effective tool for communicating content.

Video experts

In production team, these are the people having vast knowledge about the production of various types of audio-visual materials and communication with the use of this type of materials. At the beginning of the production process, they participate in the determination of stylistic, technical and substantive assumptions of the project (jointly with Art Directors or Creative Directors). They are also constantly supervising whether the effects of the work at each stage of production meet these assumptions and evaluate the final result.

Video marketing solutions

In marketing, it is a collection of techniques, tools and distribution channels that allow reaching a specific audience with video. Thanks to a multitude of solutions, each brand has the ability to precisely determine what type of video material they want to release (an explainer video, long advertising spot, short advertising spot, personalized or general video, etc.), what kind of audience they want to reach (determining parameters of the target audience to which the video will be displayed), and on which channels the material is going to be displayed (YouTube, Facebook, Instagram, Snapchat, etc.). Professional and experienced animation studios before starting any projects, discuss all the aspects with the client, because they are aware that each of these aspects has an impact on the final result.

Video marketing strategy

Range of planned marketing activities aiming to make the most efficient use of techniques, tools and video distribution channels. Efficiency is measured by the unit cost of acquiring a new client or building brand awareness among a specific target audience.


A decorative border in graphic design. The etymology of this word comes from the French vigne – vines. It is no accident that the first graphic ornaments appearing in prints or paintings depicted vines. Nowadays, these ornaments take various forms and do not necessarily have to cover the entire graphic, thus limiting their role to a stylish frame. Vignette can also be an element of the graphic itself, emphasizing, for example, the crucial area of the frame.

VO/Voice over

Sound material containing the text read by a lector whose words are the main narrative elements for the video material presented. Therefore, the appropriate choice of the lector for presented story (gender, age, tone, accent, etc.) is a prerequisite for achieving the highest effectiveness of the message.

Whiteboard animation (digital whiteboard & live-action whiteboard)

A type of explainer video where the animation is created directly in front of the viewer. The story told is drawn on the whiteboard by the artist (most often only his hand is visible), and gives the illusion of animation being created live. To make the presentation more attractive, some graphic elements can be set in motion in a manner similar to typical computer animation. Whiteboard animation is a commonly chosen video form for a few minutes long presentations (often in corporations), where graphics are a fairly accurate representation of the words spoken by the lector.


Axial position measurement system primarily used in the layer position property, expressed numerically, e.g. X: 200, Y: 250, Z: 192. The X-axis refers to the horizontal plane in both 2D and 3D.


Axial position measurement system primarily used in the layer position property, expressed numerically, e.g. X: 200, Y: 250, Z: 192. The Y-axis refers to the vertical plane in both 2D and 3D.

YouTube Bumper

New advertising format offered by YouTube. These are short, six-second long advertising spots that cannot be skipped by the users. Due to its very short duration, this format excludes building the story in a traditional way. Therefore, in the course of these few seconds, the essence of the video must be presented, and make the recipients interested enough to make them seek more information on the presented subject by themselves.


Axial position measurement system used primarily in the layer position property, expressed numerically, e.g. X: 200, Y: 250, Z: 192. In 3D animation, Z-axis refers to depth plane.

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