Arc Search turns pizza plans into a mobile search story
A 57-second app launch film turns a dinner text into two source-backed searches, real-world pizza footage, and a download CTA.
Field notes / why it works
A familiar dinner text creates the problem by 0:01.2, and the two-word speed promise arrives at 0:03.6. The first search shows six sources and a structured answer by 0:15.4; store footage at 0:19.8 and a narrower follow-up search at 0:26.2 prove the journey extends beyond a polished UI screen. A second benefit card at 0:34.0 resets attention before the local pizza result and App Store CTA.
Plate 01 / The format in one breath
A branded phone-search launch film turns an ordinary chat into a practical mission: decide on dinner, search how to make it, refine an ingredient choice, then find a place to eat. The viewer sees fast screen recordings, real-world inserts, and short promise cards; the product value emerges from repeated use rather than a spoken feature list.
Why it works
- The 0:01.2 chat makes the need recognizable before the 0:03.6 “Find it, faster” promise.
- A 0:12 search turns into an organized answer by 0:15.4, then a deeper follow-up query arrives at 0:26.2: the feature is demonstrated twice.
- Camera footage of flour at 0:20–0:25 and pizza at 0:40–0:48 connects screen results to physical decisions; an App Store card lands at 0:54.2.
Plate 02 / Format card
| Platform · aspect · length | X video · 720 × 1560, about 6:13 vertical · 57.4 s · 24 fps |
| Pace | 30 detected shots, 29 cuts; 30.3–35.5 possible cuts/min; 36.6 picture changes/min; mean shot 1.91 s, median 1.37 s |
| Script | Little reliable speech: 43 machine-transcribed words, low confidence; the main “script” is UI copy and three short promise/end cards |
| Voice | No consistent narrator; brief low-register vocal snippets in the audio, content unclear |
| On screen | Approximately 55% phone UI/screen recording, 22% branded cards, 23% real-world or camera footage (inferred from sampled shots) |
| Captions | No subtitle treatment; interface copy stays native to the phone and promise cards use large white type |
| Sound | Continuous tonal, music-like bed (inferred); roughly 129 BPM, low-confidence estimate; -19.2 LUFS integrated, -0.7 dBFS true peak |
| Structure | Brand → relatable need → speed promise → first search and answer → real-world test → second search → browsing/cleanup → local result → store CTA |
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