KACTUS CONNECT

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Motionlab partnered with Kactus to create a motion design launch video for Kactus Connect, its new app for organizing corporate events.

The goal was simple: help event teams quickly understand how the solution works, what its key features are and what it brings to their day-to-day work.

The client: Kactus

Kactus is a platform that specializes in organizing professional events.

Used by more than 35,000 companies and connected to a network of more than 40,000 suppliers, it lets teams centralize a large part of their event planning: finding venues and suppliers, managing requests and tracking everything through to payment.

With Kactus Connect, the brand was launching a new app designed to make life even easier for the teams in charge of events. The task was to explain this new solution quickly, without asking viewers to click through the entire interface or read lengthy product documentation.

The challenge: explaining a new app from day one

When a new product or feature launches, one of the biggest challenges is getting people to understand right away:

what’s changing
how the solution works
who it’s for
why it’s useful
what it simplifies compared with current ways of working

For Kactus Connect, simply showing the app wasn’t enough. We needed to build a story that would take viewers from “What is Kactus Connect?” to “I understand how this app can simplify my event planning.”

Motion design was especially well suited to this goal.

Our approach: a product video centered on the user experience

We designed a modern, smooth and professional presentation video, with a narrative structured around the main features of Kactus Connect. The key was to avoid a string of screenshots. So we used animation to:

isolate the important elements of the interface
guide the eye toward the key features
simplify user flows
make transitions easier to follow
highlight benefits rather than just features

Every sequence was designed to answer one very concrete question: what does the user need to understand at this exact moment?

This approach turns a product demo into a true launch video.

Why use motion design to launch an app?

An app often contains far more information than a video can show. Trying to display every screen, every button and every feature quickly leads to a demo that is hard to follow.

Motion design, on the other hand, lets you control how much information viewers see. You can:

zoom in on a feature
make secondary elements disappear
highlight an action
speed up a user flow
make a benefit tangible
move from one screen to the next without losing the viewer

For Kactus Connect, this allowed us to show the app without recreating its entire interface. Animation becomes a teaching tool.

Showing the features, but above all their benefits

One of the most common mistakes in a product video is simply listing features. For users, a feature on its own isn’t always interesting: what matters is what it makes easier for them.

Our work on Kactus Connect was therefore about linking every element on screen to a concrete outcome for event teams: less complexity, more clarity and smoother event management.

That logic shapes the entire video. The product is front and center, but the point of view stays with the user.

Art direction that fits a B2B platform

The tone also had to match Kactus’s positioning. The video needed to be:

Modern, to support the launch of a new product
Dynamic, to hold attention
Clear, to present an app
Professional, because the audience is B2B

So we favored smooth animations, a clear visual hierarchy and a pace that keeps the demo moving without ever feeling rushed. The goal wasn’t to overload the interface with effects: the motion had to make the product easier to understand.

The project at a glance

Client: Kactus
Product: Kactus Connect
Industry: EventTech / B2B events
Project: Product launch video
Format: Motion design / product video
Duration: 60 seconds
Delivery time: 12 business days
Goal: Introduce a new app and explain its features
Target audience: Teams in charge of organizing professional events
Production: Motionlab

What this project shows

Kactus Connect is a great example of why motion design works so well for launching an app or a new SaaS feature.

When a digital product needs to be understood quickly, the hard part isn’t recording the screen. The hard part is knowing which screens to show, which information to cut and in what order to present the benefits.

Motion design is precisely the tool for building that hierarchy. It doesn’t replace the product: it creates the shortest path to understanding it.

Kactus then entrusted us with a second video, in English, to support its international expansion among European venues and suppliers. See the Kactus case study.