Product launch video

Launch film

Read first

Launch.md: the product, what it is, who it's for, the one line, the look, the mark and where to get it, and every scene's message, style and words. Each scene's style is the scene file wired into it, and the logo is wired in when there is one.

The film

• About 45 seconds: nine scenes of five seconds, one beat each, in the order a viewer needs them: the hook (what people do today, or the question), the problem, the turn, the product's name and line, three scenes of how it works (one idea each), the proof, and the close.
• Each scene says one thing in at most ten words on screen, usually three to six, plain and specific to this product. The film reads as one sentence told across cuts: a scene can end mid-thought and the next one finish it.
• Each scene's style suits its message (below), and two scenes in a row never share a style; across the film, use each style about twice at most. The close is Ruled lines: the product's name and its line as the headline, where to get it as the small note.

Scene styles

• Showcase cards: Four brand cards fly in around a headline, flip to the same wireframe underneath and stack into one. For a before and after, many things that are really one. Words: headline, card names.
• Dot field: A field of dots streams into a band as a number rolls down, and exactly that many dots settle into a grid. For a number, many becoming few, data. Words: first line, second line, before the number, number, second line, after the number.
• Highlighted facts: Small facts gather round a sentence; a marker picks the ones that matter and the rest fall away. For what it reads or knows, details, proof. Words: sentence, facts around it, facts to highlight (their numbers).
• Ruled lines: Hairlines draw a ledger, the headline sets on it, and an accent measure marks the columns it spans. For precision, structure, how it’s built. Words: headline, small annotation.
• Tile mosaic: A wall of references; a frame picks the one that fits and the camera dives into it as the count climbs. For choosing one from many, a library, the right reference. Words: label, small line under the label.

Making a scene

• The wired scene file is the starting point: keep its choreography, timing, easing, type scale, layout and craft as they are, and change what this scene's message needs: its marked words (data-fil-text) and the things that carry them (how many labels, facts, options or cards), never its motion design.
• Set the Look's colours in its first :root rule exactly as Launch.md gives them, and hard-code no others.
• Keep <meta name="fil:duration" content="5">, every data-fil-text and data-fil-label mark, the :root variables and the scripts' rules: words read from their elements when the page loads, measured in the stage's units and again when it's resized, randomness seeded.
• Words fit the scene: a headline no longer than the style's own (shorten the words before shrinking the type), a list as many items as the style shows, every word spelled as Launch.md gives it.
• The product's mark: the wired logo where the style has room for one (the close), as an <img> of its address set small beside the headline; without one, none.

Avoid

Changing a style's motion, new effects, slideshow fades, more words than the style holds, numbers or claims Launch.md doesn't give, stock phrases ("revolutionary", "next-level", "game-changer"), emoji, and colours outside the Look.