AIMMS develops advanced supply chain optimization software for a highly specialised audience. I was commissioned to create a series of short marketing explainer videos that translate technical complexity into clear, engaging communication, without oversimplifying.

Challenge:
Explain a complex software solution in under one minute, in a way that is engaging, credible and effective in converting potential users into customers.

My role:
Creative lead responsible for overall direction, storyboard development, graphic simplification of software interfaces, script refinement, and the coordination and direction of both the animation specialist and voice-over talent.

Key decision:
Reducing visual complexity by abstracting and simplifying on-screen software elements, combined with clean transitions, a consistent on-brand colour palette and a friendly, down-to-earth yet professional voice-over to maintain clarity and trust.

Outcome:
Strong engagement on LinkedIn and measurable contribution to customer acquisition through targeted distribution of the explainer content.