In looking at the company's website for design references and assets, I came across a process graphic which I thought would translate perfectly into an animated video. I knew I had to find a way to connect these graphics together. By casting a "main character", I could create a more cohesive narrative rather than risk the piece becoming an animated slideshow. I used the trapezoid shape, the primitive in Exaptive's logo, as a stand in for their process of designing custom analytics applications, combining them to dive deeper into data, and visualizing the results in ways that illuminates previously unseen trends.