Kobe 10 Protro Material Reveal
A tactile sneaker launch film that assembles macro material clues into a late full-product reveal.
Field notes / why it works
The first 3.25 seconds turn a press, a tool, and torn material into a visual mystery before identifying the product. Twenty-six shots in 27.2 seconds alternate grayscale textures with brief amber/violet technical views, then the finished shoe at 22.2 seconds resolves the components; a 2.54-second hero hold gives it room to register.
Plate 01 / The format in one breath
A product launch film begins at the workshop and inside the material instead of showing the finished object. It turns holes, outlines, soles, textured surfaces, and exploded layers into a visual puzzle; the complete product arrives at 22.2 seconds, followed by a quiet brand mark.
Why it works
- The opening lasts 1.08 seconds on a mechanical press and hand, then cuts to a damaged surface at 1.1 seconds. The object is withheld, creating a visual curiosity gap.
- Twenty-six shots in 27.2 seconds (55.2 measured cuts/minute) allow each macro detail to become a fresh clue. The quickest burst is around 18.2–19.8 seconds, when material images flip in 0.33–0.63 seconds.
- The edit alternates monochrome, tactile imagery with brief amber/violet technical views at 4.6, 9.3, 15.3, and 18.9 seconds. The complete shoe at 22.2 seconds resolves the earlier component views.
Plate 02 / Format card
| Reference | |
|---|---|
| Platform · aspect · length | TikTok · 9:16 · 720×1280 · 23.98 fps · 27.2 s |
| Pace | 26 shots; 25 measured cuts; 55.2–61.8 possible cuts/minute including three uncertain changes; mean shot 1.05 s, median 0.94 s |
| Script | No intelligible narration; one isolated “Oh” at 7.8 s in the transcript is best treated as a vocal sound in the track, not a spoken script |
| Voice | No narrator or presenter |
| On screen | Product and material footage/composites throughout: workshop, macro surface, outsole, exploded views, product hero, mark |
| Captions | None; no on-screen launch date or explanatory copy in the sampled frames |
| Sound | Platform credits original Nike sound; rhythmic music/sound design, roughly 163 BPM by a low-confidence estimate; −16.5 LUFS integrated, −5.8 dBFS true peak |
| Structure | Mystery → component clues → construction escalation → full-product reveal at 22.2 s → embossed mark at 25.2 s; no in-video CTA |
Tools you'll need: Blender for 3D · a camera shoot · 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