The Challenge

Micro Instrument Corp came to us in early 2020 with a request to produce a series of YouTube videos showcasing their advanced manufacturing capabilities. But as we explored the project together, a broader insight emerged: while the company had an incredible 75-year legacy—including contributions to the Mars rover program—they lacked a clear way to communicate that story to a broader audience.

Like many engineering-driven organizations, their focus had always been on the work itself. Their leadership team preferred to stay behind the scenes, and their public-facing content leaned heavily on specs and processes. What was missing was a compelling, human narrative that could invite viewers in and express the values behind the precision.

The Approach

We saw an opportunity to help Micro tell their story with personality—literally. Instead of relying on traditional marketing tropes or a spokesperson, we created two original animated mascots: Marv and Mobi.

1. Marv is a charismatic, approachable robot who gives the brand a friendly face.
2. Mobi is a stylized robotic arm—one of their core tools—brought to life with charm and movement.

These characters became the heart of a two-minute animated overview video that leads viewers through the company's history, values, and technical capabilities in a way that's both informative and emotionally engaging.

To support long-term storytelling, we also developed a modular motion toolkit—including logo animations, lower thirds, and reusable animated assets—so their team could build out future content with consistency and ease.

The Process

One of the things we loved about this project was the constant sense of discovery, both at a big-picture level and in the smaller, day-to-day details. Yes, there were major creative pivots—like introducing mascot characters—but just as important were the quieter, ongoing iterations that happened throughout the process. It started with the script: even before we'd finalized what Marv and Mobi looked like, we went through several versions to figure out what worked, what didn't, and why. We'd write, revise, share with the client, talk it through, and then go back to refine it again. That same rhythm carried through every stage—from character design to animation to the final look of the piece. It was a genuinely collaborative back-and-forth, and that open, iterative mindset helped us find the right tone and shape for every part of the story.

[Behind the scenes progress work here]

Outcomes

The final animation served as both a brand introduction and a proud celebration of Micro Instrument's history. What began as a tactical content request became a strategic shift in how the company presents itself to customers, partners, and future hires.

With Marv and Mobi leading the way, the company now has a dynamic, future-friendly face—one that can grow with them while staying true to their roots.

This project reflects our belief that great design thinking works at every level. We didn't just answer the original ask—we worked alongside the client to uncover a deeper need and shape a creative solution that was both strategic and delightful.

And sometimes, the best way to communicate cutting-edge engineering...is through a couple of charming robots.