An overarching narrative strategy.
In 2020, Digital Ocean was launching a new product called App Platform — which enables developers to build, deploy, and scale apps quickly using a simple, fully managed solution.
The product had gone through many stages, many ups and downs. With each up and down, it quickly snowballed into a huge product entree. Pretty much the biggest product launch they’d potentially had in years.
As with any major product launch at any company, Digital Ocean required an equally large marketing rollout.
Their team decided that an explainer animation would be the best content asset to accomplish a very high-level, all-encompassing narrative approach to show developers all the product features.