What is a 2D Animator?

Quick answer: A 2D animator creates moving images in two dimensions using digital tools. In B2B corporate production, 2D animators most often build explainer videos, motion graphics, animated infographics, character-driven brand stories, and UI demonstration animations. The role is distinct from a 3D animator (who works in three-dimensional space) and a motion graphics designer (who focuses on typography, graphics, and brand assets in motion). Day rates for an experienced 2D animator in Western Europe range from 400 to 1,500 EUR per day.

What a 2D animator actually does

A 2D animator brings static designs to life through movement, timing, and visual narrative. In corporate B2B work, this is most often used to explain abstract concepts, demonstrate software, animate brand stories, and produce motion graphics for video.

A working 2D animator is responsible for working from a script, storyboard, and style guide to plan the animation, designing or working from existing character designs and environment art, animating frame-by-frame or with rigged characters, timing animations to the script, narration, and music, integrating with motion graphics (logo animations, lower-thirds, infographics), rendering and outputting in production-spec formats, and revising through producer or client feedback rounds.

The work spans from pure motion graphics (typography, graphical elements moving in space) to full character animation (animated people, mascots, brand characters). Most corporate B2B 2D animation sits in between.

Types of 2D animation in corporate B2B

Explainer video animation

The dominant category. Short-form (60 to 180 seconds) animated videos explaining a product, service, or concept. Often uses simple character animation, abstract visual metaphors, and clean modern design. Examples: software walkthroughs, B2B SaaS explainers, financial product explainers.

Motion graphics for video

Animated lower-thirds, logo animations, title sequences, transitions, infographic animation, statistics and data visualization in motion. Used across live-action video to add brand polish.

Character-driven brand stories

Branded characters or mascots delivering brand stories. Common in technology, financial services, and SaaS branding.

UI and product demonstration

Animated screen recordings showing how software products work. Used for product marketing, sales enablement, and onboarding content.

Infographic animation

Static infographics brought to life through animation. Used for data-driven content, annual reports, sustainability stories, financial performance.

Whiteboard animation

Hand-drawn style animation showing a sketch being progressively built on screen. Specific style category, popular for educational and training content.

Mixed-media (live action plus animation)

Combining live-action video with animated overlays, animated maps, or animated annotations. Common in case studies, training, and product demos.

Software and tools

Standard 2D animation tools in 2026:

• Adobe After Effects: industry standard for motion graphics and 2D animation. Vast ecosystem of plugins and templates. Used for most B2B corporate work.
• Toon Boom Harmony: professional 2D animation tool with rigging and frame-by-frame capability. Popular for character-driven animation.
• Adobe Animate: legacy Flash successor, still used for some explainer work.
• Cavalry: procedural motion design tool gaining adoption.
• TVPaint: traditional frame-by-frame animation, used for high-craft character work.
• Procreate Dreams: iPad-based animation gaining popularity.
• Lottie and Bodymovin: for lightweight animation embedded in web and apps.
• Generative AI tools (Runway, Pika, Stable Diffusion video): emerging as augmentation tools for specific tasks, not yet replacing core animation work in 2026.

2D animator versus motion graphics designer versus 3D animator

The motion graphics designer specializes in animated graphics, typography, logos, infographics, and brand assets in motion. Often working in Adobe After Effects. Focus is on graphic design in motion.

The 2D animator works on characters, environments, and narrative in two dimensions. Often using Toon Boom Harmony or similar character animation tools.

The 3D animator works in three-dimensional space using tools like Maya, Cinema 4D, Blender, or Houdini. Used for product animation, architectural visualization, scientific animation, and CGI work.

Many practitioners do all three. For B2B corporate work, the most common practitioner is a motion designer with animation skills who can move between motion graphics and basic character animation as projects demand.

Day rates and project fees

2D animation pricing is usually project-based.

• Day rates (Western Europe): 400 to 1,500 EUR per day
• 60-90 second explainer (full production including animation): 5,000 to 25,000 EUR depending on complexity and style
• Motion graphics package for video (titles, lower-thirds, transitions): 800 to 4,000 EUR
• Brand character animation series: 10,000 to 80,000 EUR for multi-episode work
• Per-second pricing for premium animation: 200 to 1,500 EUR per finished second of complex animation

Animation cost scales with complexity, frame rate, character rigging needs, and style. Simple motion graphics on existing graphic design is cheap. Custom character animation with detailed art direction is expensive.

When you need a 2D animator

• Explainer videos and product demos
• Motion graphics for live-action video
• Brand stories with character or graphic-driven approach
• Animated infographics and data visualization
• Training and e-learning with animated illustrations
• Internal communications with animated branding

Get 2D animation for your next production

Get Camera Crew has been sourcing 2D animators and motion designers for B2B corporate productions for 38 years. Our animation work includes explainer videos, motion graphics, branded character animation, and product demo animation for clients including AWS, Kaspersky, AstraZeneca, and Alcon.

To discuss your animation needs, request a proposal or download our Corporate Video Cost Guide.