Format / 2D
The piece gets watched once; the style and the characters last years. In 2D what you produce is not a video, it is a visual language to make the next ones with.
LITE plan free forever. Illustrators and animators join without taking a licence.
Updated: September 2026
2D animation is illustration in motion: characters, drawn scenes and a style of its own that makes a brand recognisable without needing a logo. Against motion graphics, which goes for clarity with graphic elements, 2D goes for connection and personality, and that is why it costs more and lasts longer. Play has two pieces that work separately or together: Play Platform, where the style, the characters and the backgrounds are stored as a reusable library; and PLAY /Services, which produces from script to final edit. You can start free with the platform alone.
It is not the drawing. It is drawing the same thing twice because the first time was not kept.
With no visual guide, each job comes out with different characters, a different palette and a different line. Together they do not build a brand, and each one starts from a blank page.
Style, characters and backgrounds approved once and stored as a library.
The script gets signed off, half the video gets animated, and then somebody says the character does not convince them. In 2D that means remaking, not retouching.
Style frames approved as a milestone before the animation starts.
The studio delivers an MP4 and keeps the project. Changing a scene or producing another language means hiring them again, with no alternative.
Projects and assets stored in your library, with clear rights.
Comments like make the movement smoother, without saying in which shot. The animator interprets and a whole iteration is lost.
Videofeedback anchored to the second, on the specific frame.
Play is a Production-Tech company: software and a production team in the same house. What decides things here is the style becoming an asset of yours.
Your studio animates and you use Play to store the style, the characters and the projects, and to approve stage by stage without losing iterations.
Free on the LITE plan
See Play PlatformYou commission the whole piece — script, style design, storyboard and animation — and the library stays in your workspace.
Per project, on a transparent rate card
See PLAY /ServicesThe platform is your visual library and our team produces inside it, reusing characters and backgrounds already made.
Platform included, production per project
Talk to the teamThe three ways are doors into the same place, and you can move between them without migrating anything. Most teams start at way 1 or way 2 and end up at way 3 once the content volume grows.
The cases where a style of your own is worth its cost.
| Use | What it solves | Why it fits |
|---|---|---|
| Brand explainer | Telling what the company does with a personality of its own. | In a crowded category the style differentiates more than the script. |
| Brand character | Having a recognisable figure that appears in everything. | Designed once and reused for years. |
| Narrative campaign | Telling a story without a shoot's constraints. | Any scene, scale or period can be depicted. |
| Training and onboarding | Explaining procedures without filming real people. | It does not expire when the staff changes, and needs no releases. |
| Social content | Sustaining presence with a language recognised instantly. | With a library, each new piece costs considerably less. |
| Delicate subjects | Talking about health, money or difficult situations. | Illustration lets the subject be handled without exposing anyone. |
What turns an animation job into a library of your own.
Designs, palettes, backgrounds and characters stored and tagged, so the next piece does not start from a blank page.
Script, style frames and storyboard are approved as stages, with a history, before animating.
Comments are anchored to the exact second, so the animator stops interpreting descriptions.
The working files stay in your library, not at the studio, which is what lets you change supplier without starting over.
Each output is a version of the same piece, with its history, rather than a loose file.
Budget and spend inside the project, to see how much the second piece drops by reusing the library.
The style frames are made with your content, not against another project's reference, so you approve knowing how it will look.
Character design, backgrounds and full animation, with art direction of its own.
The stage where correcting is cheap, and the one that decides what everything else costs.
Sound, voiceover, mix and versions per language and per channel.
The flow is the same whether you produce or we do. The only thing that changes is who carries out step 3.
You open the project and describe the need. KAMI AI helps turn it into a structured brief, with formats, markets and dates, so that everyone is working from the same thing.
This is where you pick a way: your team produces it, your agency does, or PLAY /Services does with local talent. If you commission it from us, you get a fixed quote on a transparent rate card before anything starts.
Shoot, edit and versions in the same project. Approvals happen through videofeedback and public links, with no email chains. If PLAY produces, your Account Manager oversees every stage.
The finished piece and the raw footage stay in your library, tagged and ready to reuse on the next campaign.
Recurring shoots across multiple European markets under one coordination system: Barcelona, Rotterdam, Manchester, Oslo, Warsaw, Dublin, Madrid, Istanbul, Lyon and Stockholm, among others.
A centralised system for creating content quickly and consistently across multiple formats, channels and locations in Spain, with a single point of contact adapting each message to its audience and platform.
The full case studies, with the detail of each production, are on the services page. Download the full case studies.
The platform is paid per workspace. Animation is quoted per project, and the cost depends above all on the level of illustration and the duration.
0 €
149 €/month /workspace
Custom
Access to Play Platform is included at no cost with every PLAY video production service. In other words: you can come in through the platform door and pay only for the software, or come in through the production door and take the software with it.
Annual billing works out at 10 months. Extra storage at 29 €/TB per month. In 2D the library is what changes the format's economics: the first piece pays for the style and character design, and the ones after it pay only for animation. Storing it findably is what makes that hold true. See the full plan comparison.
Motion graphics animates graphic elements and data, and goes for clarity. 2D works with illustration and characters, and goes for personality and connection. 2D costs more and takes longer, but it builds a recognisable style that gets reused for years.
It depends on the level of illustration, the number of characters and settings, and the duration. It is quoted per project on a transparent rate card. The first piece pays for the style design; the ones after it cost considerably less if there is a library.
Yes, and it is the main reason to produce in 2D. Characters, backgrounds and palette are stored as a library in your workspace and applied to every new piece.
The projects and the assets stay in your workspace library. That is what stops you depending on one particular studio to change a scene or produce another language.
Before animating, on style frames made with your content. Discovering half a video later that the character does not convince means remaking, not retouching.
Longer than motion graphics and less than 3D. Much of the time sits in the script, the style design and the storyboard, which are the stages where correcting is cheap.
Open a free LITE workspace and upload whatever you already have illustrated or animated. Even from another campaign, it is the beginning of the library.
When animating beats shooting, and with which technique
For when what is needed is clarity and updating, not a character
For when an object has to be shown from any angle
Creative, global production and full post-production
Get started
Open your workspace free and upload whatever you already have illustrated or animated. Even from another campaign, it is the beginning of the library that makes the next ones cheaper.
No card required. Unlimited external collaborators on the free plan, and the platform included with every production service.