Underbelly Logo Animated

60 Second Promotional Animation

Project Proposal
Sep 29, 2023
Prepared for
Desiree Jenkinson
Prepared by
Anthony Lagoon
Underbelly Creative
343 W 400 S
Salt Lake City, Utah 84101
(801) 742-1431

Agency overview

Underbelly® is a full-service creative agency that helps businesses level up their digital presence. We build delightful websites, engaging applications, and provide access to top-notch creatives.

  • UX research
  • User personas
  • Product roadmap
  • Brand
  • Content
  • Discovery sprints
  • Usability testing
  • UI design
  • Brand identity
  • Illustration
  • Prototyping
  • Web design
  • Interactive
  • Video production
  • Full-stack
    Web applications
  • Mobile applications
  • SAAS implementation
  • Internal applications
  • CMS integration

Project overview

Start with alignment.
Target audience

The target audience is healthcare professionals who work in medical coding and billing, medical auditing, and practice management.

Business objectives

By creating engaging videos, AAPC aims to break through the noise in the healthcare industry. These videos will assist in educating people internally and externally about the products and services they offer and how they elevate the healthcare industry.

Problem Statement

Stakeholders at AAPC have identified the need to tell the story of our value in an engaging way to target customers in a set of videos that could be used in performance TV, digital ads, or sales support.


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Process & Deliverables

This creative process is designed to keep
and Underbelly aligned throughout the project and focus on resolving important decisions at the least expensive point in the project.
This will take place in four phases where any phase may overlap with each other.


Phase one: 


This is the initial planning stage of the animation, where the creative concept is developed and honed. We'll be primarily focused on:

  • Research
  • Planning
  • Scripting
  • Storyboarding
  • Budgeting
  • Scheduling
Roughly 2-4 weeks
In this phase, we often stumble upon fresh avenues and unforeseen potentials. Given the inherently explorative nature of this phase, the timeline and budget may naturally evolve. Should any shift occur, our commitment is to provide clients with immediate implications of such changes.
A product design working session at Underbelly.
Phase two: 


This is the animation phase, where the team works together to capture the scenes necessary to craft the narrative. 

  • Blocking
  • Editing
  • Sound design
  • Motion graphics
  • Easing
Roughly 2-4 weeks
Decisions made in the discovery phase may affect both time and cost estimates. If needed, new estimates will be created at that time.
Phase three: 


This is the editing stage, where the various elements of the production are organized, arranged, and refined.

  • Color correction
  • Audio mixing
  • Titling
  • Other post-production elements
Roughly 2-4 weeks
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.
Phase four: 

Releasing to the World

The product, now fully realized, is introduced to the world. But our journey doesn't end there. We observe, listen, and learn from users, taking their feedback as the seed for our next cycle of design and innovation.

  • Launch campaigns
  • user reviews
  • feedback reports
  • post-launch evaluations
Roughly 1 week
We are committed to notifying clients as soon as possible if any unforeseen obstacles arise during implementation that affect the timeline.


Overarching 60 Second Promotional Animation which includes at least: 

2 additional edits, Music, Voiceover Audio

Estimated project length:
Roughly 3-5 weeks



Everything you need

to elevate your brand & digital presence.

Creative Team Retainers

Grow your creative capabilities quickly without the time and risk of hiring internally. Together we will work on a time and materials basis to complete your prioritized work. 

You will have a fixed monthly cost, and our team will be able to adapt to the roadmap and be able to pivot as you need without initiating costly change orders due to a constrained scope. We will work iteratively with you to plan each sprint, milestone and create the most value within the available time and budget.


Product Photography

Show off your packaging.

Increase engagement.

Estimated Costs

October 31, 2023

Underbelly has created the following estimate based on our current understanding of the project and your unique needs and desired outcomes. 

Estimate: $11k - $35k depending on approach

Not included in estimate

This list may not be comprehensive of all possible items not included, but is meant to clearly identify a few specific items that are not included. Any hard cost outside of Underbelly's hours on this project are not included in our estimates above. 

- Talent or expenses not listed in the signed proposal.

- Location fees

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