Rubi | Animated Explainer Video for Professional Tools Application

Context: Explaining an App for a Physical Industry

Rubi, an international benchmark in professional construction tools, needed to communicate the launch of their new application. The challenge was to explain a digital tool aimed at an audience accustomed to physical products, in a language that felt clear and appealing without losing brand identity.

Visual Direction: Elegance and Contrast from the Brand

Starting from the brief, the script was developed alongside a visual direction that worked with Rubi's corporate colour palette, seeking contrast and distinction. The result is a piece with its own visual personality, aligned with the brand's values but with a graphic treatment that makes it recognisable beyond the conventional catalogue.

Character design followed a minimalist line with personality, avoiding generic illustration to reinforce the communication and tone of the message.

Process: Integrated Script, Design and Animation

The project was developed end to end:

• Script development from the client brief.
• Creative direction and visual language definition.
• Character and scenario design and illustration.
• 2D animation with subtle 3D details, integrated into the established design language.

Sound effects and music were produced by Matías Núñez.

Format and Distribution

Horizontal 16:9 piece designed for the digital communication of the application launch. It serves as a permanent explainer asset for new platform users.