Logistics & Warehousing

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In January 2022, Cargoz was a brand-new startup entering a traditionally conservative industry: logistics and warehousing.

Founded by Premlal Pullisserry and Lijo Antony, Cargoz set out to solve a very specific problem for SMEs: warehousing that was flexible, on-demand, and usage-based.

No long leases. No paying for empty space. Just storage when you need it.

The idea itself wasn’t complicated. Explaining it, however, was.

Warehousing is deeply ingrained in legacy thinking: yearly contracts, rigid pricing, and opaque processes.

Cargoz was offering something simpler, but also unfamiliar. That combination creates friction, especially when you’re speaking to investors and operators who don’t have time for long explanations.

The Real Challenge

This wasn’t a “make us a nice video” brief.

The challenge was sharper:

• Explain a new warehousing model clearly
• Do it in a way that feels credible and scalable
• Speak primarily to investors, without alienating customers
• Respect the reality that people in logistics have very little time

Early on, there was a discussion about video length. A 5-minute explainer would have been easy. It also would have been ignored.

Our Strategic Insight

One insight guided the entire project: If someone can’t understand Cargoz in under a minute, the problem isn’t the business. It’s the explanation.

Logistics professionals and investors don’t sit through long videos. They skim, scan, and decide quickly whether something is worth deeper attention.

So instead of expanding the story, we compressed it.

A 60-second explainer forces discipline:

• Only the essentials survive
  
• The value proposition becomes sharper
  
• The message respects the viewer’s time
  

At the same time, there was a second creative decision that mattered just as much.

Why 3D (When 2D Would’ve Been Easier)

The original request was for a 2D explainer. On paper, that would’ve worked.

But warehousing is about space, volume, and scale, things the human brain perceives better in three dimensions. Storage feels bigger in 3D. More serious. More real.

This wasn’t about visual flair. It was about subconscious perception.

A 3D world allowed us to:

• Show physical scale without saying it
• Make infrastructure feel tangible
• Signal that Cargoz was built for growth, not experiments

Sometimes the medium carries as much meaning as the message.

Process: How the Video Came Together

We began where these projects should always begin - understanding the business, the audience, and the moments where the video would actually be used.

Key decisions along the way:

• The script was written in-house, line by line, with ruthless prioritization
• Every sentence had to earn its place
• Anything that required explanation beyond the visual was removed
  

The total project timeline was about three months, a standard duration in 2022 for 3D motion work.

Midway through production, Cargoz needed something sooner for an important investment event. We adapted and delivered an animatics version.

A simplified animation with final voice-over and music, so they had a polished narrative asset even before the full 3D version was ready. The finished 3D explainer followed shortly after.

Why Judgment Mattered

This project carried an extra layer of responsibility.

Years before joining What a Story, Rees had run a company in the Middle East and had personally dealt with the inefficiencies and frustrations of finding warehousing solutions.

That firsthand experience shaped the creative judgment throughout the project, not just how Cargoz was presented, but what was emphasized and what was intentionally left out.

The goal wasn’t to impress.

It was to make the story instantly usable in real conversations.

Outcomes That Endured

Cargoz continued to grow in the years following the video’s release. While funding details remain undisclosed, the explainer became a core communication asset across multiple touchpoints.

The most telling result isn’t a metric, it’s longevity.

More than four years later, the same 60-second video is still live on Cargoz’s homepage.

In an industry where most marketing assets are refreshed every 4–6 months, that kind of shelf life is rare. 

One video continued to serve:

• Investor conversations
• First-time customer understanding
• Brand positioning
  

One asset = Investor’s Interest + Customers Love + Years of use. 

That’s the math we love at What a Story.

That’s the real ROI.

Client Feedback

I must say that the final output is the best we could've asked for and we are truly happy with that... I think this looks like a long journey with multiple projects in the coming months and years!  -  Premlal Pullisserry, Co-Founder & CEO, Cargoz

A Note on Time and Technology

In 2022, three months was a reasonable timeline for a project like this.

Today, with the tools and pipelines we operate with, we can deliver even more refined work in a fraction of that time. The difference isn’t just speed  -  it’s creative headroom.

The fundamentals, however, haven’t changed.

Good explainer videos don’t succeed because of technology. They succeed because of judgment.

Some Important Notes

• Cargoz’s story is a reminder that early-stage companies don’t need more content, they need the right asset.
• After initial success, Cargoz wished to expand it beyond english-speaking people, so had us make an Arabic version of the video. Now, Arabic varies significantly over regions, our talented localization team had the right Arabic voice actor, and the UI was translated as well.
• One clear, well-thought-out explainer can:
  
  • Save founders time
  • Align stakeholders faster
  • And quietly compound in value for years
• Sometimes, the smartest move isn’t saying more. It’s saying the right thing  -  once  -  and letting it work.

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