Welcome to Creativepool’s Company Spotlight, where we showcase the innovators shaping the future of creative storytelling.
This month, we’re thrilled to sit down with the Piehole.tv team—a dynamic team based arounf a brother-sister duo who turned an impromptu South American adventure into one of the animation world’s most exciting studios.
From their early days as a voice-over marketplace in Startup Chile to jaw-dropping demos like Moodcaster and the ESRB’s 30th Anniversary music video, Piehole.tv has built a reputation for playful collaboration, boundary-pushing visuals, and a “kick-ass, have fun, be kind” ethos that resonates across continents.
Join us as we explore how they’ve balanced rapid growth with a fiercely creative spirit—and what’s next on the horizon for this powerhouse studio.
How was your company born and where are you based?
Piehole was born about 12 years ago, during a time of unexpected change. Our founder, Priscilla, was let go from her advertising job during the financial crisis in the early 2000s. Instead of letting it get her down, she and her then-fiancé (now husband) decided to take her severance package and embark on an adventure in South America, running their own startup.
At first, Piehole was a voiceover marketplace. But after joining an incubator-style program called Startup Chile, they found themselves surrounded by a bunch of computer nerds building tech startups. There was a new trend in the air - cute, cartoony explainer videos that made complicated products fun and easy to understand. And just like that, Piehole.tv was born! They started creating explainer videos for others in the incubator and haven't looked back since.
After a while, they moved operations to South Africa, where the time zone, language, and creative talent were perfect for connecting with their U.S. clients.
Fun fact: Piehole is now led by a brother-sister duo and has grown a lot over the years. And if you’ve ever wondered where the name “Piehole” comes from… it’s a nod to the classic phrase “Shut your Piehole!” - but don’t worry, we’re not here to shut you up. We’re all about keeping our viewers entertained and absolutely blown away.
What was the biggest challenge to the growth of your company?
As creatives, we initially focused purely on the work itself and didn’t prioritize processes. However, as we grew, we quickly realized that solid systems for project management, communication, and workflows were essential to maintaining quality and efficiency. The challenge was finding a balance between introducing structure and keeping the creative spirit alive - something that was tough at first but ultimately made our team more cohesive and our projects more streamlined.
Additionally, the animation industry is incredibly competitive, and carving out a unique niche for ourselves took time. We focused on developing a distinctive style and building a strong brand identity that not only resonates with our clients but also helps us stand out in a crowded market. It was a process of trial, error, and iteration - but it paid off by making us memorable and establishing a recognizable voice.
Which was the first huge success that you can remember?
Oh, have you ever seen the Moodcaster video? If not, drop what you're doing and go check it out! It’s a sleek app demo with jaw-dropping 3D visuals and bold typography that still gets a ton of love. To this day, it's one of our all-time favorites, and many of our clients agree! With 177k views, this product demo was our big break. It even landed us a feature on Design Rush, helping us rack up 2,053 more views.
But we didn’t stop there. More recently, we hit another milestone with the ESRB’s 30th Anniversary music video. This project was a total game-changer. It wasn’t just about the video - it was a whole team effort, with different members involved in the process, making it even more special. It gained serious traction across platforms like Spotify, YouTube, ESRB's website, and, of course, socials.
Every project like this fuels us to keep pushing boundaries and creating kick-ass content that connects with people!
What’s the biggest opportunity for you and your company in the next year?
The biggest opportunity for us in the next year lies in the growing demand for high-impact, story-driven content - particularly in industries that are traditionally complex or technical. More businesses are realizing that animation and explainer videos are not just marketing tools; they’re powerful vehicles for education, onboarding, training, and brand storytelling.
We’re especially excited to expand into emerging sectors like health tech, SaaS, and sustainability - industries where simplifying complex ideas and building trust are key priorities.
Additionally, we’re exploring interactive and personalized video formats to create even more engaging and tailored user experiences. Ultimately, our biggest opportunity is to help brands connect with audiences on a deeper level - helping them not just explain what they do, but communicate why it matters.
Can you explain your team’s creative process? What makes it unique?
At Piehole, collaboration is the secret sauce to our success. Whether it’s working closely with our clients, pairing up writers and designers, or syncing up designers and animators, we believe everyone’s input matters. We kick things off with a project debrief to make sure we’re all on the same page, setting the stage for a smooth process. This is when we nail down the style direction and ask the key questions to ensure we’re heading in the right direction.
But here’s where the magic really starts - the moodboard. It’s like the heart and soul of the entire project. It sets the tone and guides the creative process from start to finish. It’s all about capturing that vibe and energy that’ll make the final product pop!
Our process starts with a whole lot of listening. We take the time to dive deep into the core goals and values of the brand we’re working with. Storytelling meets data, and we get to the heart of what makes each brand unique. We want to know what sets them apart and how we can make their message stand out.
We’ve honed our creative process over the years into 5 clear, standardized steps that take us from the first chat to the final product. It’s structured, but it’s flexible! The best part? We make sure everyone knows exactly where they’re at in the process and what’s expected. It might sound rigid, but this structure gives us the freedom to be flexible.
Want us to take full control? You got it! We’re experts and ready to make your message shine. Want to be part of the journey and collaborate every step of the way? We’re down for that too. We’re all about creating a product’s story with heart, and we’ll stay communicative and transparent throughout.
How does your team remain inspired and motivated?
Creativity thrives in an environment where ideas are constantly flowing, and we make it a point to nurture that. Our team regularly draws inspiration from platforms like Behance, Vimeo, and YouTube, keeping up with global trends and standout visual storytelling. But we know that the best ideas don’t happen in a vacuum.
To keep the inspiration alive, we’ve created a dedicated Slack channel, #creative-ideas, where everyone can share what’s sparking their imagination - whether it’s a fresh animation style, an innovative motion transition, or a quirky script that makes them smile. These small moments of inspiration often lead to bigger conversations and new concepts during brainstorming sessions.
In addition, we encourage cross-team feedback, celebrate the small wins, and give people the freedom to experiment. At the end of the day, what truly keeps us motivated is seeing our ideas come to life and helping our clients connect with their audiences in meaningful ways. That sense of impact is the most rewarding part of what we do.
How has COVID-19 affected your company?
It’s important to look back and acknowledge that the start of 2019 wasn’t one that could be fully anticipated. The beginning of a year might always seem daunting but we push through, and we always come out stronger on the other side. General preparations were made for it, but, how well can you prepare for a pandemic in this day and age?
Well, we kept our heads down. Marketing evolved rapidly and so did we. We kept up, we showed up, and we continuously delivered.
Companies needed to find a way to still get their products and software seen, and having quick access to being online (more often than I think anyone would care to admit), digital marketing made sense. We made sense.
It allowed virtual meetings to become a norm and we found new ways to engage and hold attention in spaces we couldn’t be in. Looking back, it was a time where we made the most progress as a team. And as a company, we have steadily grown because of it.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Take one look at our team’s bios, and it’s pretty obvious - we’re a diverse bunch. Each person brings their own unique style, passions, and creative flair to the table, which means our inspiration comes from all kinds of places, often way outside the world of explainer videos.
We look up to the big players like Mother London for their ability to create culturally resonant moments that truly stand out. We’re also totally inspired by Netflix’s Arcane - it made us cry (in the best way possible)! As long as we’re remembering to ‘look up to’ something amazing, we’re good.
Closer to home, we’re continually inspired by the wonderfully ordinary folks at ‘Ordinary Folk’- their work fuels our own creativity every single day. At the end of the day, we’re drawn to anyone who’s turning big ideas into beautiful, watchable stories. It’s all about creating something that resonates, entertains, and leaves a lasting impression.
What is one tip that you would give to other agencies looking to grow?
Focus on building relationships, not just delivering projects. While great work will get you noticed, it’s the strong, ongoing partnerships that fuel long-term growth. Take the time to really understand your clients' goals - not just what they want created, but why they need it. When you position yourself as a creative partner rather than just a service provider, you not only build trust but also open the door to long-term collaborations and greater creative freedom.
Additionally, don’t underestimate the importance of a clear, consistent process. Creativity thrives within structure, and having solid workflows in place allows your team to scale without sacrificing quality. When everyone knows how to deliver outstanding work efficiently, they can focus on what truly sets the project apart.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
We take a multifaceted approach to finding new clients - focusing on relationship-building, strategic outreach, and letting our work speak for itself. Referrals and repeat business are a big part of our growth, and we take that as a sign we’re on the right track. But we don’t just wait for the phone to ring.
We actively pitch to brands we’re excited about, especially when we spot creative opportunities where our style and approach can bring something unique to the table. We also work with agencies and marketing teams on a retainer basis, which allows us to stay involved in long-term brand storytelling, rather than just executing one-off projects.
Additionally, we treat our own content like a portfolio - whether it's a case study, our reel, or even a fun internal project. We make sure it reflects the kind of work we want to attract. At the end of the day, the best way to find great clients is by creating work that they want to be a part of.
What’s your one big hope for the future of the industry?
Our biggest hope is that creativity continues to be valued not just for its aesthetics, but for its impact. In a world flooded with content, we hope the industry leans more into storytelling that’s meaningful, inclusive, and intentional - moving beyond fleeting trends.
We’d love to see more brands empowering creative teams to push boundaries, tell authentic human stories, and make bold choices. Animation and motion design have the unique power to simplify complex ideas, connect people, and inspire action.
As technology evolves - whether through AI, interactivity, or immersive formats - we hope the focus remains on creating genuine emotional connections, not just content for content’s sake.
Can you share a defining moment in your company's journey that shaped its identity or direction?
A defining moment for us came when we truly embraced our core values: Kick-ass, Have fun, and Be kind. Working in the creative industry, we know that not everything will be perfect on the first try. But by committing to these values, we’ve created an environment where we can push the boundaries of creativity while keeping things light, enjoyable, and collaborative.
This mindset has not only influenced the work we create but also shaped how we build relationships with clients. When you lead with a positive, can-do attitude and focus on delivering your best, it fosters trust and sets the tone for successful, long-term partnerships. It’s a simple yet powerful philosophy that has played a big role in defining who we are today.
How do you foster a culture of innovation and experimentation within your team?
We love making innovation fun, and what better motivator than a bit of friendly competition? We’ve created various in-house challenges and bounties for every team - whether it’s animation, design, or production. These competitions encourage our team members to explore new trends and experiment with fresh ideas that we can incorporate into our work or use as tools to improve our processes.
For example, we’ve hosted bounties focused on integrating motion capture into our animations - sparking new approaches and creative breakthroughs. It’s a great way to keep the team engaged, while also pushing the boundaries of what we can achieve.
What measures do you take to ensure diversity and inclusion are prioritised within your company?
We love this question because this is where we shine. The brother-sister duo that runs Piehole, will always lean more towards the sister part. Our founder and visionary is a woman. Our team of writers? All women. Our production team? All women. Our Creative Directors - you guessed it, women! Sales and Marketing? Women. Finance and HR, women.
For diversity and inclusion, we let some men work in animation ;) On a more serious note, our creative office is in a country where diversity and inclusion is of paramount importance. We have eleven official languages (12 with sign language) and our office space is a really beautiful microcosm of the cultures of this beautiful country. Among the languages spoken by our staff, we have English, Afrikaans, isiXhosa, seSotho, Zulu, Mandarin…
We are constantly committed to femme fierceness and take great pride in playing our part in restoring equality in the animation space, which, outside of Piehole, is still predominantly male, and predominantly caucasian.
Can you describe a project that challenged your team creatively and how you overcame any obstacles?
One project that really challenged us creatively was the ESRB 30th Anniversary Music Video. While we had never done a music video before, we approached it with a fresh perspective. We collaborated with a larger team, including the music composer and the ESRB team for vocals, to create the animation and design.
We drew heavy inspiration from School of Rock for the design style, which made it one of the most fun projects we’ve worked on. Though it stretched our usual creative process, it was a great opportunity to try something new while having a blast along the way.
Another standout challenge was the video we created for QT Insights, which featured the concept "don’t guess the big stuff." The idea was to show people making life-changing decisions with guesswork - like flipping a coin to pick a life partner or using eeny-meeny-miny-mo to buy a house.
For design inspiration, we looked at maximalist and mixed media styles, like OpenSea by Thinkmojo and Nouns by Ordinary Folk. The video started in 8-bit pixel style, gradually shifting to 2D and finally into 3D.
This was a massive undertaking for our team, as we had never blended so many styles - cel animation, 2D, 3D, and even 8-bit design - into one cohesive project. Our solution was to break down the video’s workload by scene style to maintain consistency throughout. We stuck to a strict color palette and repeated key elements and textures to ensure cohesion despite the varying visual styles.
The process also required a lot of open communication and collaboration between team members to ensure the smooth flow from scene to scene. We pushed everyone to step outside their comfort zones and challenge their creativity - whether it was filming reference videos for a 360-degree head turn, experimenting with the physics of crumpling paper, or pushing our cel animation to new heights.
Ultimately, it was a huge learning experience that let us explore new techniques and creative boundaries. It was one of those rare projects where we had the freedom to "let loose," and I think that sense of fun and experimentation really shines through in the final product.
How do you balance maintaining your company's unique creative voice while meeting the diverse needs of clients?
We’ve been fortunate to collaborate with clients across various industries, and that diversity keeps us creatively sharp. At the core, our process is built around collaboration - really listening to each client’s vision and understanding their goals. From there, we focus on finding the sweet spot where their objectives and our creative voice intersect.
While we’re proud of the visual and storytelling style we’ve developed over time, we know flexibility is key. Sometimes, that requires pivoting or adjusting our approach, but we always do so in a way that aligns with our quality standards and creative integrity. We embrace feedback, work within client budgets, and strive to bring ideas to life in ways that are both impactful and true to who we are as a studio.
For us, it’s not about compromising our voice; it’s about using it to elevate our clients’ stories and create something that resonates on both a creative and strategic level.
What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?
We believe staying relevant isn’t about chasing every trend, it’s about discerning which ones are worth exploring and how they can genuinely enhance our creative process. We stay attuned to industry shifts - whether it’s new animation styles, innovative storytelling formats, or emerging tools like AI. However, we always approach trends with curiosity and a critical eye. If it aligns with our values and elevates our work, we embrace it.
A great example is the recent rise of cut-out animation. It’s a style we’ve been experimenting with because it allows for expressive storytelling that’s both cost-effective and visually distinct. We’re also exploring how AI can support our workflows - whether it’s for brainstorming, script refinement, or early concept development - without ever compromising the heart of what we do: original, human-centered storytelling.
Ultimately, our strategy is simple - stay open, stay curious, and use new tools to enhance our creativity, not replace it.
Can you share a memorable client success story that exemplifies your company's approach and impact?
One standout project that truly embodies our approach was the ESRB 30th Anniversary music video. When the client first came to us with the idea, we were excited but also a little hesitant, since music videos weren’t something we’d tackled before.
But at Piehole.TV, we thrive on creative challenges. Instead of shying away, we leaned in - collaborating closely with the client, storyboarding intensely, and figuring out how to bring their vision to life in a fun and engaging way. The final product was something we’re incredibly proud of, and it pushed us creatively in exciting new directions.
Another project that holds a special place in our hearts is an explainer video we created for The Bot Platform, a small startup at the time. We worked closely with their team to simplify and clearly communicate their product’s value. Recently, their CEO, Tom, reached out to share the exciting news that the company had been acquired. Knowing that we played a small part in helping them grow and tell their story? That’s the heart of what we do.
Both of these projects highlight what we’re all about: creative storytelling, collaboration, and delivering work that truly makes an impact - whether for a household name or a rising startup.
In what ways do you invest in the professional development and growth of your team members?
Professional development is at the heart of our culture - because we believe that when our team grows, the entire company grows. We’re committed to fostering an environment where learning is ongoing and curiosity is encouraged. This means providing our team with the tools, resources, and time they need to level up in their current roles and explore new areas of interest.
Courses and certifications are a big part of this process. Whether it’s advancing animation techniques, refining storytelling, exploring design trends, or mastering new software, we actively support team members in taking online classes, attending workshops, or earning certifications that align with their personal interests and career goals. We also foster a culture of knowledge-sharing: if someone learns something valuable, they’re encouraged to share it with the team so we can all grow together.
In addition to formal learning, we make room for experimentation. Whether it's trying out a new animation style, diving into a passion project, or exploring creative R&D, we ensure there’s always space for our team to stretch, innovate, and learn through hands-on experience.
Ultimately, we want everyone at Piehole.TV to feel like they’re not just part of a company - they’re building a career they’re truly proud of.
Can you discuss a time when your company had to pivot or innovate in response to unforeseen challenges, and what lessons did you learn from that experience?
The COVID-19 pandemic was undoubtedly a pivotal moment for us - as it was for many companies. When the world shifted overnight, we focused on how we could evolve in response to the rapidly changing marketing landscape.
With live-action shoots being canceled globally, we saw a sharp rise in demand for animated explainers. Brands still needed to communicate their products and services, and animation quickly became the go-to medium. We were ready to meet that demand.
Internally, we had to pivot just as quickly. Our in-person team dynamics shifted entirely online, and virtual collaboration became the new norm. We leaned into digital tools and creative workflows that kept everyone connected, engaged, and productive - even while physically apart. This change pushed us to be more intentional with our communication, more agile in our processes, and more open to experimentation.
Looking back, it was one of our most significant periods of growth - not only in business but also in how we functioned as a team. The key lesson we learned? Flexibility breeds opportunity. By staying open to change and committed to delivering value, we not only weathered the storm - we emerged stronger, more unified, and more confident in our ability to adapt to any challenge.
