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B. E. Publishing is one of the largest textbook publishers in the United States. With a focus on Career Technical Education (CTE), their materials are used by thousands of schools across the country. B. E. Publishing has been creating excellent content for young learners for over two decades. But they’ve got a perpetual challenge. When you hear the word “textbook,” your first thought is probably all the dusty old books that put you to sleep back in school. B. E. Publishing breaks that mold. With fun characters, engaging real-life examples, and fun concepts like learning about entrepreneurship by creating a mock food truck, they are creating a new standard that makes learning not just fun, but effective

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Ecte platform animation
Ecte revealing

The Challenge // Getting Customers to go Digital

It isn’t just the concept of textbooks being boring that B. E. Publishing is changing; it’s the actual format as well. Their challenge is the same as the challenge of any new technology — getting people to change how they’ve been doing things their entire life is about as easy as trying to keep a puppy from eating your shoes. It can be done, but it takes a lot of work. Educators have been using paper textbooks for hundreds of years. Books may be big, heavy, and dull, but that’s just “how it is”. So how do you convince people to switch from what they’ve always done to a new digital platform?

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The Solution // Answer their Questions, Remove their Fears

We partnered with B. E. Publishing to create an explainer video to launch, their new digital textbook portal. With colorful scenes and a simple flow from shot to shot, we take the viewer on a journey of all the ways switching their textbooks to digital will help them.

Students want to highlight or make notes? No problem. They want to read it on their phones? Easy. And have it synched so it picks up exactly where they left off in class? That’s automatic. We also highlighted the scalability. No longer do you need to purchase a crate of textbooks for your school district. Instead, you simply purchase licenses to the digital text — teachers and students from one classroom to a thousand can get access instantly.

By walking the target audience of educators through the features and benefits of, we target all their pain points and remove them one by one. And if that’s still not enough, we end this animated explainer video with a dynamite offer to test drive the entire system for free. Any time a business can create a strong call to action like that, combining it with a well-done explainer video becomes a highly effective combo.

Ecte interface animation


Animation production: Yans Media

Style: 2d motion graphics

Vertical(s) Explainer Video

Creative Direction: Hakob Gepenyan

Story Board&Illustration: Anet Hovhannisyan, Gayane Hakobian

Motion Graphics: Gevorg Vardanyan, Anet Hovhannisyan

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