Explainer Video

Experts' Choice Service (2019)
Laithwaite's Wine People

The Experts’ Choice Service was a subscription offering from Laithwaites Wine People, supported by an explainer video designed to clearly communicate how the service worked. The existing video had become outdated and no longer aligned with the brand’s evolving guidelines, creating an opportunity to refresh both the messaging and visual approach.

As the team’s sole Digital Designer with motion expertise, I led the end-to-end redevelopment of the explainer from storyboarding through to final animation. Using kinetic typography and flat illustration, the video broke down the service into simple, digestible steps. Collaboration was key: working closely with copywriters and customer service teams ensured the script was clear, accurate, and customer-focused, while also delivering an engaging voiceover.

Beyond the video itself, I helped integrate it directly into the customer journey by designing and implementing a pop-up modal during the checkout flow for non-subscribed users. This transformed the explainer from a passive asset into an active conversion tool resulting in subscription uptake increasing from single digits to approximately 20 over a six-month period.

The project also extended the value of the asset beyond its initial purpose. The refreshed video helped re-establish the brand’s YouTube presence, enabling ongoing use of video content as part of broader marketing efforts and setting a foundation for future content production.