From Internal Tools to Customer Portals
A silent 24 second launch film turns a broad product claim into two UI backed use cases with soft pastel motion.
Field notes / why it works
The opening claim is readable by 0:00.25, then the expanded promise lands at 0:02.2. Product UI at about 0:07.7 and a second example at 0:16.9 give the broad claim concrete proof, while six internal picture changes pace a single continuous 24 second composition.
Plate 01 / The format in one breath
A widescreen, silent product announcement moves from a broad category change to specific customer facing software, shows two pieces of UI, then lands on a spare logo card. Text carries the argument; blurred colour fields and translucent architectural shapes keep the frame moving between proof moments.
Why it works
- The first readable claim appears by 0:00.25, establishing a category change before asking the viewer to inspect UI.
- The pivot at 0:02.2 makes the new promise explicit; product proof appears around 0:07.7 and again at 0:16.9.
- Two functional examples, a content portal and a map based app, make the broad claim more credible before the 0:22.2 brand close.
Plate 02 / Format card
| Reference | |
|---|---|
| Platform · aspect · length | X · 16:9 · 1280×720 · 29.97 fps · 24.0 s |
| Pace | One measured continuous shot, 0 detected hard cuts; six internal step changes, about 15 picture changes/min; one uncertain change at 0:04.0 (0–2.5 possible cuts/min) |
| Script | No reliable spoken script; text only. A lone transcript word at 0:22.6 is inconsistent with the frames and near silent audio measurement. |
| Voice | None |
| On screen | Full frame typography, pastel motion backgrounds, translucent geometry, composited product UI, logo |
| Captions | No speech captions; large on screen headline cards and left aligned benefit labels |
| Sound | Effectively silent in the supplied measurement (−70 LUFS integrated); no verified music or effects |
| Structure | Category turn → new promise → feature proof → second proof → benefit → brand, with UI revealed around 0:07.7 |
Pro / 13 plates + recipe
The first plates are open. The full dissection is Pro.
Get the timed shots, type and sound specs, and the runnable recipe.
Open the full blueprint- Plate 03 / The hook, frame by frame (first 3 seconds)Pro
- Plate 04 / Structure (beat sheet)Pro
- Plate 05 / Shot grammarPro
- Plate 06 / Visual style guidePro
- Plate 07 / Voice and deliveryPro
- Plate 08 / Sound designPro
- Plate 09 / PackagingPro
- Plate 10 / Script templatePro
- Plate 11 / Production planPro
- Plate 12 / PromptsPro
- Plate 13 / Edit recipePro
- Plate 14 / QA checklistPro
- Plate 15 / Make it yoursPro
- Recipe / runnable promptPro