What We Do:

We can help you become an explanation specialist.

Common Craft Membership

Start your life as an explainer with Common Craft Membership. Prices start at just $49 per year. It provides:


Make your presentation or video remarkable with 800+ digital images in Common Craft Style, plus Know-How resources for using them.

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Ready-made Videos:

Educate others with 50+ ready-made video explanations that you can embed on your website or download for offline use.

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We Wrote the Book on Explanation

The Art of Explanation

A book by Lee LeFever

The Art of Explanation will help you become an explainer.

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Need a Video for Your Product?

The Explainer Network

Our network of custom video producers can create short, animated videos that make your product or service easier to understand.

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This blog is where we announce new videos & talk about the power of explanation & the change it can create. 

5 Things You May Not Know About Common Craft

Lee is a hand model - of sorts.

When you see a finger appear in a Common Craft video, it’s usually Lee’s right index finger.  Each video is live action footage and before each shoot, this finger is inspected and potentially manicured for each performance.  When problems persist, the left index finger may be used. In some cases, Sachi’s hand appears when handwriting is required.
Common Craft Style

We could keep Dunder Mifflin in business.

Each video is shot with hundreds of paper cut-outs. Each cut-out begins life being drawn and hand-colored by Lee. Then, we both cut them out, often while watching a movie. I never imagined that my job would require me to have a strong opinion about scissors, but it does. 
Common Craft Cut-outs

Fifteen million Twitterers.  

In 2008, our video Twitter in Plain English was linked from the Twitter home page for over a year. Thanks to a handshake deal with Biz Stone (Twitter co-founder), the video appeared with a link to Common Craft, helping us and Twitter meet a lot of new people. That video has been viewed over 15 million times. 
Common Craft and Twitter

It was all Sachi’s fault.  

In early 2007, I tried to record myself explaining subjects in front of a whiteboard on a wall. It didn’t seem right and I became frustrated. Always the consummate problem solver, Sachi suggested we point the camera down onto the whiteboard.  At that moment, Common Craft Style and the first online explainer video was born.
CC Style

Ten candles on our cake.  

This year, Common Craft turns 10.  In 2003 I started the company to be a consultant. It was this experience that helped me see explanation problems and want to solve them. Sachi joined in 2007, and history is still being written.
Birthday cake
If you want more insights, this live-action video goes behind the scenes...