A Cookie Chooses Its New Flavor
A 16-second vertical flavor launch uses one continuous blue product world, ingredient transformations, and a late two-pack reveal.
Field notes / why it works
The opening isolates a cookie beneath a two-word question, then rotates it into an ingredient reveal by 2.25 seconds, creating motion before the voice enters at 6.5 seconds. Four major graphic changes carry the 15.9-second film without a cut, while the two retail packs at about 14 seconds make the offer concrete. The final single-cookie sign-off at 15.0–15.2 seconds coincides with the measured replay peak.
Plate 01 / The format in one breath
A floating product asks a short, playful question, transforms into a sensory ingredient reveal, then shows two purchasable variants. The motion and typography supply the hook before the voice arrives at 6.5 s; the payoff is explicit packaging at 14 s.
Why it works
- At 0:00, a white two-word question and a single dark cookie stand out against saturated blue; at 2.0–2.25 s the cookie rotates and reveals filling.
- One consistent blue space carries the whole 15.9 s. Ingredient and product objects provide motion without cuts: zero detected cuts, four major graphic changes.
- The two actual packs appear at about 14 s, followed by a simple product and tagline at 15 s. YouTube's replay peak is 15.0–15.2 s, at that final branded image.
Plate 02 / Format card
| Platform · aspect · length | YouTube vertical · 9:16 · 360 × 640 source · 25 fps · 15.85 s |
| Pace | 1 continuous composited shot · 0 cuts/min · 4 major step changes / 15.1 picture changes per minute · 15.85 s shot |
| Script | 17 spoken words · 130 wpm over full runtime, 159 wpm during speech · 3 short sentences, 1 question |
| Voice | Bright, animated commercial narrator; medium register, pronounced pitch movement |
| On screen | 100% product motion graphics / rendered product objects; no presenter or live footage visible |
| Text | White, heavy uppercase headline cards, roughly 2–5 words; no running subtitles |
| Sound | Continuous upbeat tonal bed, roughly 121 BPM (rough estimate); voice and brief product-move accents |
| Structure | Question → transformation → variant personality → two-pack reveal → short brand sign-off |
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