Case Study: LiquidNano
The project at the center of this case study came from LiquidNano, a company that makes a special coating against pathogens and can be administered to surfaces in various ways - sprays, wipes, and even industrial cleaning solutions. Naturally, the big challenge was how to stand out among a big market of cleaning and hygiene products, a market that only grew bigger during COVID-19.
The challenge: How to make an unforgettable animation ad
With every video we make there is always the challenge of standing out in the crowd. But in this case, it was particularly true, not only because the market’s so big, but because the usual selling point has been done to death. We could have made a simple video ad emphasizing how effective the product is and how important it is to be hygienic during this global pandemic. But the viewers already know all of that - they’ve heard it from the rest of the competitors!
So what could get the message across in a new way?
The solution: Stepping back in time to show the future
LiquidNano’s biggest selling point is its innovation. It’s all about scientifically-backed products, and particularly about nanotechnology. We knew this would be our way to figuring out how to help them stand out.
We decided to commit to this futuristic vision... by returning to the past. The idea was to reference an old animation style from the 1950s called UPA. We referenced it in every stage, from the script and voiceover style, to sound effects, and of course the illustration and final animation video.
By reminding people of the past, we could emphasize LiquidNano’s brand as the company that brings with it the future. The effect was double: first, the past-future idea helped us get the message across in the clearest way possible. Second, the nostalgic feeling helped make the video fun, unique, and very memorable.
Conclusion: Opposites help us define things
The client was very enthusiastic about our video, from the moment they first heard the concept and until the final video was out making waves. It was a risky move to go for a concept that revolves around the opposite of the brand image - but it was exactly that opposite which made the brand’s innovative message so powerful.
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The LiquidNano case study also highlights how much value there is in presenting technical ideas through clear visual storytelling. When a product or process involves unfamiliar scientific concepts, showing the problem, the development process, and the practical result can make the information much easier to understand than relying on technical explanations alone. I think the same principle applies outside animation and product development, particularly in professional fields where people often have to communicate complicated information to clients who may not have the same technical background. In property and construction, for example, a chartered surveyor may need to explain issues involving valuations, building conditions, measurements, or project costs in a way that is both accurate and accessible. Good visual communication can help…
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Really appreciate how you called out the trap of just repeating the usual hygiene pitch — with a market that crowded, showing the coating’s versatility across sprays and wipes seems like the smarter angle. By the way, I keep a free fancy text generator and Unicode inspector that turns plain text into 23 stylish Unicode fonts (bold, script, fraktur) and cleans hidden or invisible characters I like to share: https://glyphsift.com/
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