About CRITICA
CRITICA is a creative production studio in Singapore. We make motion graphics, 2D and 3D animation, video and experience design for brands that need a complex message to land clearly. The studio was founded in 2005 by Xavier Oon and has earned over 14 industry awards, including Promax and New York Festivals. See the full list on our awards page.
What we make
Design and animation is the core of the studio. Our motion graphics work turns dense information into something an audience will focus on, in 2D animation or 3D animation. A medical procedure or an industrial process becomes clear without a manual, and a company history becomes an animation worth watching.
Some stories have to be filmed. We shoot commercials, corporate films, testimonials and social edits, and keep the edit, colour, sound and voice on brand from start to finish.
For event stages, exhibitions and shopping malls, we design interactive installations, LED wall content and 3D forced perspective work, so one idea holds the brand together across every screen in the space.
Who we work with
We work with brands, ad agencies, SMEs, government, schools, TV networks and event companies across Finance, Healthcare, Medical Science and Pharma, Technology, Hospitality, Tourism, Oil and Gas, and Renewables. Clients include Hilton, AIA, Unilever, Merz Aesthetics, Bosch, Adidas, DBS, National Geographic, Marina Bay Sands, McDonald’s and StarHub.
Browse the work in our portfolio, or read our articles on motion design, animation and video production.
How a project runs
Every project moves through four stages: research, concept, storyboard and execution. We start by understanding the brand, the audience and the objective. Then we build a creative direction and a storyboard you can review before production begins, so the design and animation carry the story rather than decorate it.
CRITICA partners with brands, ad agencies, SMEs, government, schools, TV networks, and event companies to develop creative solutions in motion graphics and visual communications. Based in Singapore, working across Finance, Healthcare, Technology, Hospitality, Tourism, Oil & Gas, and Renewables. Get in touch and let’s figure out what makes sense for your business.
