How to tell your business’ story in animated form

Storytelling is integral not only to making animated business videos, but also to Fudge’s whole philosophy. Spinning yarns is kinda what we do.

We know it’s the best way to get noticed, connect to your audience and get stuck in their heads.

Although it’s a bigger challenge for some companies in less imaginative sectors to rustle one up, we’ve been getting companies from all sorts of places on the storytelling bandwagon and honestly believe we can help anyone to pull it off.


  • Evokes emotions similar to real-life experiences
  • Aids our ability to retain information
  • Produces emotions that affect decision making

“But coming up with a good story is hard! Why do I have to bother with it? Why can’t I just make a great video showing off why I’m the best?”

First off – chill, that’s why we’re here. Like a pack of hounds, our creative team can sniff out a story from miles away. We’ll help you work out where your rich experiences come from, and how to turn them into something engaging.

It’s rarely as simple as just showing off. Unless a customer is right at the point of sale and looking for what you’re selling specifically, they’re gonna need more than a braggy advert.

The science bit…

Anthropologists tell us that storytelling is central and universal to human experience; it’s common to every known culture. It involves a symbiotic exchange between teller and listener – an exchange we learn to negotiate in infancy.

When reading plain data, only the language parts of our brains work to decode the meaning. But when we read a story, not only do the language parts of our brains light up, but any other part of the brain that we would use if we were actually experiencing what we’re reading about becomes activated as well!

It’s far easier for us to remember a story than the cold hard facts. This is due to the fact that the brain makes little distinction between an experience we are reading about and one that is actually happening.

Even if your product or your business value proposition knocks the ruddy socks off everyone you tell, it’s not likely to be something they randomly recall on their commute, or in the shower or wherever. It’ll be the relatable, human story that you told that went along with it.

Functional MRI neuro-imagery shows that when evaluating brands, products or services, consumers primarily rely on emotions (personal feelings and experiences) rather than information (brand attributes, features and facts) to make their decisions.

Case study:


The NHS came to us with an impossible request: getting their staff to care about information governance messaging.

Guy’s and St Thomas’ approached Fudge Animation with the task of taking the important IG message and engaging viewers to the extent that it transformed their attitudes and behaviors. The team needed a story that was memorable, relatable and would encourage users to share their new found knowledge and passion for IG with their colleagues.

Our solution: Sliding Wards

We created a humorous animated film based loosely on Peter Howitt’s 1998 romantic comedy Sliding Doors. In their version, Sliding Wards, the film alternates between two parallel universes, based on the two paths that the life of Arnold, the central character, could take depending on whether he demonstrated good or bad examples of IG compliance.

6 tips to take your storytelling to the next level

We sat down with our Creative Director, Dan Weaver, and asked him about how businesses can level up their storytelling game. Here’s what tumbled out of his head:

1. Most important – Know your audience

Develop a true understanding of your audience. Go deeper than a one-page ‘buyer persona’. Talk to your customers and straight up ask them:

  • Why did you buy from us?
  • What drove you to start searching for a solution?
  • How did you find our brand?
  • Why do you care?
  • What’s in it for you?

Once you understand your audience, only then you will be able to create material that speaks to them.

2. Identify emotional drivers

Through your conversations, identify the emotional drivers that your buyers experience. This kind of emotional analysis will help determine what your customers truly care about. And then you can figure out how to tap into that passion.

3. Prioritise authenticity and credibility

Wherever possible you want to display authenticity with your video content. Highlight stories from real employees, real customers and other industry peeps you’re mates with.

Don’t shy away from using real names, settings and positive outcomes. The more relatable your story is, the more your audience will respond.

4. Show it, don’t tell it

This is simple for a very basic psychological reason… We are more inclined to believe what we see – not what we hear.

Keep your story concise, to the point and pacy. When writing scripts, if there’s anything in the script that doesn’t drive the story forward, then it shouldn’t be included. Get rid of filler and fluff.

5. Importance of music

Music is a much stronger way of connecting emotionally with the audience than words.

It can be incredible, how different a video FEELS when the music is changed. You have the opportunity to use music to stir up stronger emotions.

Working with a good composer to write a custom track for your peace is a great way to do this. Don’t have a personal Beethoven laying around? There’s a huge amount of high quality stock music on the internet. Give Bed TracksIncompetech, or Moby Gratis (yes, that Moby) a try!

6. Encourage user generated content

This one’s tough! But get your audience involved somehow.

  • Host a competition.
  • Manage a hashtag.
  • Spark debates and discussions around your content on social media.

This most appropriately applies to both the entertainment and advertising industries. People want to be immersed. They want to get involved and they want to carve out a role for themselves in the content that they consume.


Think you’ve got the beginnings of a story bubbling away that you want help getting out there? Or maybe you’re totally stuck for inspiration and think there’s no way you could possibly make something creative out of your business? Don’t sweat, we’re the people that made healthcare information governance fun: we can do anything. Give us a shout on