News and views...

So you want to show how your tech works, maybe for internal engineering analysis or to impress an external stakeholder. Your first response might be to use a smartphone camera because they are handy and can produce impressive results.

This approach can work but it assumes that:

a) It's an adequate tool for the job

b) You know how to shoot with it

This week, Reuters News Agency released an article about SteamJet Space Systems' "TunaCan thruster", based around a video interview with the CEO speaking at a space conference in London.

Sound Motive’s animation for the product featured prominently in the article, both in the physical background of the interview and as B-roll directly in the video itself. 

In high technology businesses, investments are often judged by their long-term impact. However if the content that promotes them is approached tactically, it may only have a short lifespan.

If the development process is rushed, videos commissioned for a product launch or an event can be a missed opportunity. For companies working in complex technical fields, a strategic approach is more likely to yield the best return on investment, especially over time.

Technology marketing videos have a lot to achieve. For STEM businesses, there is more to consider than Price, Speed, Quality and Service. They need to persuade without oversimplifying, engage without exaggerating and clarify ideas that may already be dense or abstract. As a result, choosing a producer is less about finding someone who can make a "good looking” video and more about finding a partner who can diagnose, guide and communicate with intent.

Inspired by artwork from the Tintin comic "Destination Moon" (1953). Sound Motive made this animated 'e-Card' to celebrate the New Year.

Sound Motive made this animated 'e-Card' to send you our wishes for a wonderful Christmas.

It was inspired by the Tintin comic "Explorers on the moon" (1954) which features a rocket in red and white which are typically festive colours.

This week marks a milestone for us at Sound Motive—our first space video was released by Oxford Space Systems ten years ago. 

We're celebrating a decade of translating visionary concepts into compelling visual stories that help space companies communicate with clarity, confidence, and impact.

For many technology-led companies, the New Year brings a familiar ambition: 

“We need to get our content working harder.”

The capability is there. The technology is genuinely impressive. The business is heading in the right direction. Yet content often becomes the weakest link - not because teams don’t care - but because it’s asked to serve too many purposes at once, without enough strategic clarity.

In science and tech communication, there’s a constant balancing act between staying true to the facts and making sure your audience actually understands the content. When you’re creating a video for a science-based company, you’re not just presenting data—you’re a storyteller. And  that means knowing when to simplify, when to dramatize and when to bend the truth just a little to help people see the bigger picture.

When it comes to advertising — especially with video — less is often more. There’s a famous story from the early days of Apple to illustrate this point. During the pitch for the now-legendary 1984 commercial, creative director Lee Clow was explaining his idea to Steve Jobs. As he considered it, Jobs began adding multiple selling points. Maybe he believed that more selling points meant more sales. Reasonable logic but mistaken as demonstrated by Clow’s response...

In the fast-moving world of tech marketing, budgets matter. But when commissioning animation, motion graphics, or video production, focusing too heavily on price can be like looking through the wrong end of a telescope; a short-term view of the project cost can obscure the view of the reward.