Lore

Explainer Video

SaaS

Overview

We partnered with Lore, a fandom research and discovery platform built for the internet's most obsessive audiences — the people building theory threads, tracking canon, and turning scattered fan content into something worth returning to. Lore needed an explainer video for the public reveal of its beta: a piece that could sit on the website, run across Twitter/X, and open investor conversations, while making a genuinely new category — structured fandom knowledge — instantly understandable to two very different audiences at once.

Project Details

Role & Scope

Our team handled the video end-to-end, from concept through final animation, working from Lore's existing script, storyboards, and Figma product files. The brief called for an 80–90 second main video built entirely around real product UI, no characters or illustrations, so our job was to turn Lore's screens, maps, and timelines into a story on their own. The goal: prove the product is real and working, make the mechanics click immediately, and leave both users and investors with a clear sense of scale.

Tools Used:

Figma

After Effects

Duration:

Design

9 days

Animation

9 days

Complete in

18 days

Workflow

Discovery

We started by mapping how people actually use Lore — capturing screenshots mid-scroll, following rabbit holes into branching maps, building timelines and theory webs instead of losing threads in group chats and pinned tweets. The clearest finding was the core tension the product solves: fandom research is constant and passionate, but it happens on platforms built for feeds, not memory. That gap — chaos in, structure out — became the throughline for the whole video, and the anchor for every scene that followed.

Concept Development

From there, we built a concept around transformation: opening on the familiar mess of scattered threads, screenshots, and open tabs, then snapping into Lore's calm, organized interface. We leaned into the brand's dark, premium tone and a bold, fan-culture typographic voice to keep the video feeling native to the audience rather than corporate. Every transition was designed to lock, connect, or glow rather than float, reinforcing the idea that Lore isn't just displaying information — it's architecting it.

Animation

In motion, we kept the pacing deliberate and weighted, giving each interaction — capturing a screenshot, snapping a timeline into place, connecting a theory node — enough room to feel tactile and intentional rather than rushed. UI elements were treated as the main characters, with satisfying, sound-matched motion standing in for narrative beats. The result is a video that moves from overwhelm to clarity in under ninety seconds, landing the product's core promise: fandom obsession, finally given structure.

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