Nike Mind lab-test launch film
A coral shoe gets a mock-clinical introduction, rapid sensory-test montage, playful benefit list, and six-second product reveal.
Field notes / why it works
The narration begins on frame 0 while the product macro pushes ×1.56 before the first cut at frame 40, giving the viewer an object and an immediate question. Rapid mechanism views in shots 4–15 and sparse large words in shots 21–22 turn a feature into felt consequences, while shot 42's 145-frame product resolution releases the dense edit before its fade from frame 910.
Plate 01 / The format in one breath
A tactile product is treated like a lab specimen. A narrator names one observable feature, the edit races through apparatus and human reactions, and a large, isolated product view resolves the rush.
Why it works
- (inferred) The voice starts at frame 0 as the opening macro pushes ×1.56 (plate 5); identification arrives before the cut at frame 40.
- (inferred) Fast evidence shots around frames 104–245 make the feature feel physical, while the move of the sole inside shot 15 connects the lab imagery back to the object.
- (inferred) The last shot starts at frame 795 after 41 transitions; its visual simplicity releases the montage before the fade starts at frame 910.
Plate 02 / Format card
| Platform · aspect · length | TikTok · 9:16 · 39.21 s · source 720×1280 · 23.976 fps |
| Pace | 42 shots · 41 transitions · median 0.75 s (plate 4) |
| Script | Narration-led · 77 words in the v2 speech table, 67% coverage; about 150 overall / 174 speaking wpm in v1 detection; cuts follow phrases, not a beat grid |
| Voice | One bright, controlled adult lab narrator; dry amusement in the outcomes |
| On screen | Product macros, apparatus and screen evidence, participant reactions, final isolated product |
| Type | Five measured levels: 123–133, 91–96, 55, 34–44, 25 px caps at 1080p; sparse labels and impact words |
| Sound | Tonal electronic bed; no steady pulse; voice-led cues; reference −20.9 LUFS (plate 8) |
| Structure | Five beats; disclaimer close in shot 41, product payoff in shot 42; text CTA for the new version |
Tools you'll need: a camera shoot · Remotion for motion graphics · ElevenLabs or a recorded voice · Remotion or any video editor · Claude alone: partly
Frame by frame / measured
Stills taken at measured moments, each labelled with its time. Agents get the same sheets over MCP.
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