CRITICA is a 2D animation studio in Singapore making explainer videos, animated infographics, character-led public education films, kinetic typography and social cut-downs for brands, agencies and government bodies. This page covers what we make in 2D, when 2D is the right choice, the sectors we work in, and how a project runs from brief to delivery. For the stage-by-stage build of a single film, read our guide to how a 2D explainer video gets made. For the other side of the studio, see our 3D animation work.
What a 2D Animation Studio Actually Makes
2D covers more ground than the word explainer suggests. The common thread is flat illustration, type and a small number of moving elements, paced to a voiceover or a music track so that one idea lands at a time. Within that, the work splits into a few recognisable formats.
Explainer videos
A 60 to 120 second film that walks a viewer through a product, an app, a policy or a process. This is the format most Singapore brands commission first. Our Hilton Hotels explainer translated a staff scheduling app into a short animated story, after the Hilton team saw the McDonalds app explainer and the AIA insurance explainer we had made earlier. Our shorter overview of 2D explainer motion graphics sits alongside this page.
Animated infographics and data films
Numbers, timelines and organisational structures read better in motion than as a static chart. We have built a run of these for SPH Media: six decades of MRT history, the story of building standards in Singapore, and ministry-level policy films, each turning a dense brief into a two to three minute animated sequence. See the History of SMRT and BCA project and the Enterprise Singapore gala film.
Public education and character animation
When the audience is the general public, a character carries the message further than an icon set does. The National Geographic Channel Safe Steps series and the wildlife and fire safety films we scripted, illustrated and animated for a Singapore charity both use simple characters so that safety instructions stay memorable.
Brand films and kinetic typography
Type-led films for campaigns and manifestos, where the copy is the star and the animation gives it rhythm. NTUC’s Be More campaign film is a good example: a short typographic sequence built to hold attention in a social feed. We cover the craft in more depth in our post on kinetic typography animation.
Broadcast and channel graphics
Episode graphics, show packaging and opening titles for broadcasters. Our fintech documentary graphics and the CNA episode graphics sit here. These are 2D motion design jobs with a broadcast delivery spec attached.
When 2D Is the Right Choice
2D wins when the subject cannot be filmed, or is easier to understand once it has been simplified: an insurance structure, an app flow, a policy change, a supply chain. It also wins on schedule, because there is no shoot to organise and every revision is an illustration change rather than a reshoot.
3D is the better call when the object itself is the point: a product, a mechanism, a building. Live action is right when trust comes from real people and real places. Most of our clients run a mix, and we help them decide format by format. Our 2D vs 3D animation guide goes deeper on the trade-offs.
Sectors We Work In
Finance and insurance, healthcare and pharma, government and public agencies, hospitality, technology and telecommunications, and food and beverage. Regulated sectors are a particular strength. Insurance and healthcare explainers go through compliance review, so we build the script and storyboard stages so that legal sign-off happens before animation starts.
Clients we have made 2D work for include AIA, Hilton, McDonalds, NTUC, Starhub, GIC, Merz, SPH Media and the National Geographic Channel.
How a Project Runs
Research. We read the brief, the product and the audience before drawing anything. Output: a one page creative direction and a runtime target.
Script and storyboard. Voiceover script first, then a frame-by-frame board. Every revision at this stage is cheap. Compliance and legal review happen here.
Style frames. Two or three fully rendered stills that lock the illustration style, palette and type before a single frame moves.
Animation and sound. Illustration, animation, voiceover record, music and sound design. Rough-cut previews at each pass, so nothing ships without a look.
Finishing and delivery. Colour, subtitles and the platform cuts: a 16:9 master, vertical and square versions for social, and language versions where needed.
A typical explainer runs four to eight weeks from brief to master. Our 2D explainer guide lays each stage out in detail, including how revisions and approvals work.
What to Prepare Before You Brief Us
The goal of the film in one sentence, who it is for, where it will be watched, the key message, any brand guidelines, and the review chain on your side. If a compliance team needs to sign off, tell us at the start so the schedule allows for it. Runtime and languages can be decided together. You can see the range of styles in our 2D showreel and the wider motion graphics showreel.
CRITICA is a Motion Design & Animation Studio based in Singapore that serves a broad spectrum of sectors, including Finance, Healthcare, Medical Science & Pharma, Technology, Hospitality, Tourism, Oil & Gas, and Renewables. Contact us to discuss a project you have in mind.
FAQ
What does a 2D animation studio in Singapore make?
Explainer videos, animated infographics and data films, public education and character animation, brand and kinetic typography films, social cut-downs and broadcast episode graphics. CRITICA makes all of these in-house, from script through to delivery.
What is the difference between 2D animation and motion graphics?
Motion graphics moves design elements: shapes, icons, charts and type. 2D animation adds illustrated scenes and characters with weight and performance. Most explainers sit between the two, and the balance is set at storyboard stage because it changes the illustration workload.
How long does a 2D animation project take?
A 60 to 120 second explainer usually runs four to eight weeks from brief to master: research, script and storyboard, style frames, animation and sound, then finishing. Extra language versions and social cuts add a little time at the end.
Can you deliver 2D animation in Chinese, Malay and Tamil?
Yes. We plan multilingual versions at script stage so that timing works in each language, then deliver subtitled or re-voiced versions alongside the English master.
Do you make animated infographics and data videos?
Yes. Animated infographics are a large part of our 2D work, including long-form history and policy films for SPH Media and data-led explainers for finance and insurance clients.
Where can I see CRITICA's 2D animation work?
The 2D showreel and individual project pages are at criticatv.com/portfolio, including the Hilton Hotels explainer, the AIA explainer and the SPH Media History of SMRT film.
