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We worked with What a Story on our video and were super happy with the results. I’d happily recommend Vikas and the team to other founders looking for quality video production.
Level AI is an AI-powered customer service platform designed to help businesses understand and improve customer conversations.
When What a Story began working with Level AI, the company was still in an early stage of product development. The product was evolving, its visual identity was not fully established, and the team needed a clear way to explain its vision.
The challenge was not simply to make the product look good on screen. It was to make a new and relatively complex product understandable without revealing the actual product interface.
The Challenge We Faced
How do you explain a product that isn't fully built yet?
Level AI had a clear vision for what it wanted to build, but the product was still under development.
There was another limitation: the founder did not want the actual product interface to be shown in the video.
The reason was straightforward. Showing too much of the product could reveal details that competitors could potentially replicate.
This created a difficult production requirement:
The video needed to explain how the product worked without directly showing how the product looked.
The team had to communicate the problem, the product's role and its expected outcome through storytelling rather than relying on a finished product interface.
Defining the Core Message
The initial direction could have been to demonstrate the product through its UI.
That approach wasn't suitable.
Instead, the team focused on a simpler question:
What should the audience understand after watching the video?
The answer was the value of Level AI's solution - not every screen, feature or technical detail behind it.
This shifted the focus from showing the product to showing what the product could help achieve.
That became the foundation for the creative approach.
Our Creative Approach
Show the problem. Explain the outcome.
The team chose animation and visual storytelling to recreate situations that represented the product's use case.
Characters, office environments, objects and illustrative UI elements were used to build scenarios around customer service teams and the challenges they faced.
This gave the video enough context to explain the business problem while keeping the actual product interface abstract.
Animation also made it practical to show scenarios that would have been expensive to recreate through live-action production.
A live shoot would have required locations, actors, production crews and multiple setups. Animation gave the team more flexibility to create these situations while keeping production practical for an early-stage SaaS company.
Refining the Script
The client provided an initial script, but it did not remain unchanged throughout production.
The What a Story team questioned several parts of the original direction and asked why certain ideas needed to be presented in a particular way.
Instead of simply executing the supplied script, the team worked with the client to examine the logic behind it.
Questions such as:
“Why this?”
“If this is the objective, why not explain it this way?”
helped refine the story.
This back-and-forth took time, but it helped the team move from a product description toward a clearer explanation of the business problem and solution.
Visualizing a product that didn't fully exist
One of the hardest parts of production was the product UI.
At the time, Level AI's product was still under development. There wasn't a finished interface that the animation team could simply reproduce.
The What a Story team understood the business and its intended use case first. From there, they had to visualize how the product could potentially work in a real customer-service environment.
The team then designed illustrative UI elements that communicated the use case without presenting the actual product.
This was particularly important for the sections where the video needed to explain the relationship between customer-service agents, customer conversations and AI-driven analysis.
The result was a visual language that gave viewers enough information to understand the concept without exposing Level AI's actual product design.
Behind The Scenes
The product wasn't the only thing being built.
One of the lesser-known parts of the project was that the What a Story team was working from the founder's vision, rather than a fully developed product.
Ashish Nagar, founder of Level AI, provided the team with an understanding of the business, the technical direction and the change he wanted the company to create.
That context became important because the team wasn't simply animating existing screens.
They were interpreting a business idea and turning it into a visual story.
This also shaped the working relationship between the client and the production team.
Rather than saying: “Animate this scene.”
the more useful conversation was: “This is what we're trying to explain. This is what we're trying to achieve.”
That gave the team enough context to make better decisions about the story, visuals and animation.
Results
20K+ Views and Strong Viewer Engagement
The Level AI explainer video crossed 20,000+ views on YouTube, helping the company introduce its product vision and explain a complex AI solution to a wider audience.
Instead of showing the actual product, the video used storytelling and illustrative UI to communicate how the solution worked and why it mattered to enterprise buyers.
Supporting Level AI Through Its Growth
The project was completed at an early stage of Level AI's growth. As the company continued to expand and secure funding, its business, product offering, and communication needs grew with it.
What a Story remained involved throughout this period, supporting Level AI with video content for different business and product needs. The relationship expanded beyond the original explainer into:
- Additional explainer videos for new use cases
- Product and feature launch videos
- Podcast-related content
- Event videos
- Other creative video assets
This meant Level AI could continue using an external production partner as its communication needs increased, rather than treating the first explainer as a one-off project.
A Partnership That Continued With the Company
The relationship continued as Level AI grew from an early-stage company into a larger organization with a broader product and brand presence.
What a Story supported the company through multiple stages of that growth, until Level AI eventually built its own in-house production team.
The original explainer is no longer actively used because Level AI's branding and product have since evolved. However, the project became the starting point for a longer client relationship and led to continued video work as the company grew.
