How to Make Better Explainer Videos: Start With the Story

Explainer videos often get a bad rap. Too many fall into the trap of over-explaining, under-engaging, and ultimately getting lost in the noise. But at Iceberg Media Productions, we believe even the most straightforward brief has the potential to tell a meaningful story — if you know where to look.

That was the case with a recent project we completed for Dialogue Health, who asked us to create a video that explains their Employee Assistance Program (EAP). Their goal was clear: reach HR professionals and business leaders responsible for choosing support programs for their teams.

It was, by all definitions, a typical explainer video brief: limited budget, clear messaging, and a tight target audience. But the team at Dialogue gave us something even more valuable than a big production budget — creative trust.

And that made all the difference.

From Explanation to Empathy

Rather than listing features or walking viewers through a series of on-screen bullet points, we went looking for the story. Who feels the impact of an EAP? Who benefits? Who notices when things start to slip?

That’s when we landed on Sam — a fictional employee struggling under the weight of stress, with signs that are beginning to show in his work. Initially, we told the story from his perspective. But during a script development session, the client mentioned something important: they really wanted to speak to HR teams.

Lightbulb moment.

We reframed the story through the eyes of an HR manager — someone who notices that their star employee isn’t quite themselves. Through that lens, we follow Sam’s journey as he’s connected to Dialogue’s in-house care team, begins to access support, and slowly starts to regain his footing.

It’s not just an explanation. It’s a transformation.

Challenge: A Fully Bilingual Video — Without Doubling the Shoot

One added layer of complexity: the video needed to work seamlessly in both English and French.

Rather than reshoot or recast, we made a strategic decision — the lead talent would not have any speaking lines. Instead, we used narration, on-screen text, and visuals to drive the message. This allowed us to swap graphics and record a second voiceover in French without losing performance quality or emotional impact.

The result? Two fully localized versions of the same video — each one tailored, cohesive, and compelling for its intended audience.

Simple Tools, Thoughtful Execution

This project proves that you don’t need big effects or elaborate sets to create impact. We used simple set design, thoughtful wardrobe changes, and subtle visual cues to reflect Sam’s emotional journey. Each detail — from props to acting — was in service of the story.

And thanks to Dialogue’s strong brand identity, we were able to build a visual world that felt seamless and true to their values. We designed motion graphics and text on screen that not only matched their aesthetic, but elevated the narrative. Everything down to wardrobe and prop colors was aligned with their brand palette — creating cohesion between message and identity.

Why Story Matters

This could have been a basic how-to video with static screens and voiceover. But by rooting the piece in a relatable, human story, we created something that resonates emotionally with both employees and employers. And that emotional connection is what moves decision-makers to act.

So if you're thinking about your next explainer video, ask yourself this:

What's the story?
Because when you find it, everything else falls into place.

Looking to tell a better story with your next brand video? Let’s talk.