WHOOP Coach: Answers in Context
A square feature-launch film that turns everyday body questions into contextual assistant answers, then reveals the phone UI.
Field notes / why it works
The opening starts with a relatable phone-search problem and changes picture by 0:00.75, then pivots to a typed assistant query around 0:05.6. Three context-specific question/answer examples across training, stress, and food or sleep make the personalization claim visible; the 5.64-second final phone shot leaves time to read the product reveal. Its 13-shot, 31.1-second structure gives a reusable problem-to-proof-to-product arc.
Plate 01 / The format in one breath
A square feature-launch film starts with an everyday information search, pivots to asking a personalized assistant, then demonstrates the claim through short, lived-in situations and floating answer cards. The product name and interface arrive as the final answer to the opening question.
Why it works
- The opening names a familiar frustration immediately: a phone in hand at 0:00 and a line about searching for answers; the first picture change arrives by 0:00.75.
- From 0:05.6 to 0:17.3, typed input and context-specific answer cards turn “personalized” into visible examples across exercise, stress, and recovery.
- The pace relaxes for the final product close-up: 13 shots total, mean 2.4 s, but the last shot holds 5.64 s to leave the UI and brand legible.
Plate 02 / Format card
| Platform · aspect · length | X · 1:1 · 720 × 720 · 23.98 fps · 31.1 s |
| Pace | 13 shots; 23.1–30.8 cuts/min allowing four uncertain changes; 25.1 definite picture changes/min; mean shot 2.4 s |
| Script | 57 spoken words; 125 wpm across the full film, 213 wpm while speaking; four sentences, two questions |
| Voice | One medium-register adult narrator; quick, direct, then spacious during proof montage |
| On screen | Mostly live-action lifestyle/product footage with composited dark chat cards; brief abstract scrolling transition |
| Captions | Small white bold sans serif, usually one or two centered lines near the bottom, each line on a black rectangle |
| Sound | Continuous tonal bed, approximately −13.7 LUFS integrated; cut accents suggested by level jumps |
| Structure | Search friction → ask the assistant → three use cases → product logic → phone/brand reveal → closing question |
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