CRITICA is a motion graphics studio in Singapore. We design and animate explainers, brand films, social campaigns, event screen content, broadcast graphics and data films for brands across Asia. Motion design is where the studio started, and it is still the core of what we make. Every project runs in house, from script and style frames through animation, sound and final delivery.
This page covers what we make, how a motion graphics project runs and the sectors we work in. For illustrated and character-led work, see our 2D animation studio page. For CGI, product and medical visualisation, see our 3D animation studio page. The full range is in our motion graphics showreel.
What Our Motion Graphics Studio Makes
Explainer videos
Sixty to one hundred and twenty seconds that make a product, a service or a policy easy to follow. We write the script with you, then design every frame so the key idea lands without a voice-over doing all the work. The AIA explainer is a good example of a financial product explained in plain visual steps.
Brand films and kinetic typography
Short films built from type, colour and rhythm, used for launches, manifestos and conference openers. Typography does the heavy lifting, so the design system matters as much as the animation. Our kinetic typography guide explains the craft.
Social and campaign content
Campaign systems that work in vertical, square and widescreen: hero films, cut-downs, animated key visuals and livestream packages. See the Lazada livestream package and the Starhub Rewards campaign for how one look carries across every format.
Event screens and experiential content
Opening sequences, LED wall loops, stage graphics and interactive installations for conferences, galas and launches. Event screens have unusual shapes and resolutions, so we design to the venue from day one. More in our interactive installation design work and the Future event motion graphics project.
Data films and animated infographics
Annual results, investment principles, research findings and history films. Numbers become charts that build on screen at the pace a viewer can follow. The GIC investing principles film and the SPH Media National Day series show how dense material stays clear.
Motion Graphics and Motion Design: What Is the Difference?
Motion graphics is animated graphic design: type, shapes, icons, charts and illustration brought to life. Motion design is the wider discipline that decides how anything on a screen moves, including brand systems, interface animation and title sequences. In practice most studios use the two terms for the same service. When you brief a motion design studio, you are asking for the same thinking: a clear message, a strong design system and movement that serves the story.
How a Motion Graphics Project Runs
- Research. We read your material, agree the goal, the audience and where the film will be watched, and set the review chain on your side.
- Script and storyboard. The message is written first, then drawn frame by frame so you can approve the story before any animation starts.
- Style frames. A handful of finished-looking frames lock the colour, type and illustration style.
- Animation and sound. Design, animation, music, sound effects and voice-over come together in house.
- Delivery. Masters, social cut-downs, subtitled and language versions, sized for every placement.
Motion Graphics for Pharma and Medical Brands
Regulated briefs need extra care. Mechanism-of-action explainers, patient guides, doctor education and congress booth loops all pass through medical and legal review, so we build review rounds into every stage, not just the final cut. Anatomy and device animation must be accurate, and each market (Singapore HSA, Malaysia NPRA, Australia TGA) may need its own disclaimers or versions.
Simple visuals survive review better than complex ones, and disclaimers are designed into the storyboard rather than added at the end. See our medical and industrial animation and the Merz Xeomin project for regulated work in practice.
Sectors We Work In
Finance, insurance, healthcare and pharma, technology, telecoms, hospitality, tourism, oil and gas, renewables, government and education. Clients include AIA, Aviva, DBS Bank, GIC, Starhub, NTUC, SPH Media, Lazada, Hilton, Marina Bay Sands, Merz, Bosch and National Geographic Channel. For a wider view of the local scene, read our list of the top motion graphics studios in Singapore.
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, your brand guidelines and any existing assets. If a compliance team needs to sign off, tell us at the start so the schedule allows for it. Runtime, formats and languages can be decided together.
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.
FAQ
What does a motion graphics studio in Singapore make?
Explainer videos, brand films, kinetic typography, social campaign content, event screen loops, broadcast graphics and data films. CRITICA makes all of these in house, from script and storyboard through animation, sound and delivery.
What is the difference between motion graphics and motion design?
Motion graphics is animated graphic design: type, shapes, icons and charts in motion. Motion design is the wider discipline of how anything on screen moves. Most studios, including CRITICA, use the terms for the same service.
How long does a motion graphics video take?
A 60 to 90 second film usually takes four to eight weeks from brief to master. Brand systems and multi-film campaigns take eight to twelve weeks. Regulated work adds time for medical or legal review.
Can you make motion graphics for pharma, finance and other regulated sectors?
Yes. We plan review rounds into every stage, keep visuals accurate and design disclaimers into the storyboard, so the film passes medical, legal or compliance review without late changes.
Do you work with brands outside Singapore?
Yes. We produce for regional and global clients across Asia, Europe and Australia, and deliver language versions and market-specific cuts from the same project.
What should I send before a motion graphics project starts?
The goal of the film, the audience, where it will be watched, the key message, brand guidelines and any existing assets. Tell us early if a compliance team needs to approve it.
