The 60% Cost Router Reveal
A silent, four-shot product launch that moves from a cost claim to a tiny UI control and one routing example.
Field notes / why it works
The first frame isolates a specific 60% cost claim in orange on white, giving viewers the benefit before the mechanism. At 3.75 seconds, a compact selection UI makes the feature tangible; at 6.35 seconds, a three-node task-to-result diagram explains it without narration. Four shots in 21.9 seconds leave time for the availability message and logo to register.
Plate 01 / The format in one breath
A silent, spare launch film leads with a measurable user benefit, reveals one compact product control, diagrams one example of the mechanism, then ends on availability and a brand mark. The central claim arrives at 0:00; the product explanation waits until 0:03.8.
Why it works
- The first frame offers a specific benefit, with 60% in orange against black type and white space; it is legible before any context (0:00–0:03.8).
- A small dropdown at 0:03.8 turns the promise into an apparent product control; the task → router → model diagram at 0:06.4 gives the claim a simple causal story.
- There are only four measured shots and three cuts across 21.9 s. The last 9.66 s reserve space for recognition, availability, and the logo rather than adding more claims.
Plate 02 / Format card
| Platform · aspect · length | X · 16:9 · 21.9 s · 1280×720 · 30 fps |
| Pace | 4 shots; 3 cuts; 8.2 cuts/min; 11.0 measured picture changes/min; mean shot 5.48 s |
| Script | No spoken script. Sparse headline, UI labels, diagram labels, and two closing cards. |
| Voice | None. Text and UI carry the explanation. |
| On screen | 100% designed cards and product-style UI; no people or filmed footage. |
| Captions | None; the text is the content, not subtitles. |
| Sound | Effectively silent in the measured file: −70 LUFS, no discernible music, voice, or effects. |
| Structure | Benefit → control → mechanism example → brand/availability → mark. |
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