WHAT IS DA?

IN PRODUCTION

Redefining Data Availability for Ethereum rollups, EigenDA needed to explain a complex idea in a way that felt both human and intelligent — reflecting its sharp, obsessive, genius-like persona.

YEAR 2025
ROLE Creative Director & Motion Designer
TOOLS Figma, Adobe AE, PR & Illustrator
TYPE Explainer Video
UNMUTE

monomania & minimalism

In simple terms, data availability (“DA”) is short-term storage for blockchains. And if that didn’t click immediately, same here.

Storyboard sketch final
Moodboard final
Freewriting sketch
3D brand asset

When you are to make an explainer video, and getting hit with concepts like “modularity,” “cross-chain composability,” “economic security,” “unification layer,” and other offerings beyond pure data availability, you’re best going to need a lot of research, free writing. Do the understanding for yourself first

After several rereads of the brief, I cleared my whiteboard and began sketching ideas for each line of the script. The aim was to explain DA so clearly that even the Eigen DA team might rethink how they understood and communicated their own product.

challenge

ONE

what is DA?

Current styleframe
1
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38
Faramove Truck UI Style FrameFaramove pointer select animationFaramove APMF Style Frame B&W

What does it look like to focus on one thing completely?

The other side of the coin of monomania is minimalism. When there’s only one thing to do, you don’t need all the extra frills.

If EDA was to dress for multiple events, they’d be known for the same style and color of shoes, ties, hats, etc. So boring, it’s interesting and intriguing. This would lead to having almost zero background-color shifts and centering of elements in the design, using blocks to have some sort of modular grid mosaic effect.

Monomania and obsession have a dark side. They can be strange, intense, Even off-putting so we made sure to feauture relatable concepts too, for example, ‘to solve’ we used a simpler two color version of a rubik’s cube to explain that phrase.

Faramove logo
Aerial road view
Faramove unused style frame 1
Faramove unused style frame 2

building blocks

If you want clarity, tidy your space. For me, that space was the project file, and once it was clean, everything felt clearer.

Faramove box unwrapped
Faramove box unwrapped

As the edit grew, layers piling on layers, tiny components all moving in their own rhythm - the timeline started to feel like a living thing. And with a 2-minute voiceover guiding the entire piece, the only way to stay sane would be to build the most organized file system possible. folders within folders, labels that actually meant something, pre-comps arranged.

Every folder, every label, every pre-comp would have some sort of system. Once the structure was in place, the chaos started to feel intentional, and the whole project finally began to breathe. Tools like MOTION-4 became lifesavers, especially when I needed to rename entire groups of layers.

challenge

TWO

controlled complexity.

script

Samantha Kelly

creative director

Daniel Tolani

Producer

Henry Thompson

design

daniel tolani

motion & sound designer

daniel tolani

credits

priviledged to work with some of the most talented people existing.

Music and SFX Artlist.io
REF IMAGES are.na, pinterest