An elder-care journey from concern to coordinated support
A 91-second character-led 2D explainer that turns an older adult's daily challenges into a concrete service journey and contact CTA.
Field notes / why it works
The first 7 seconds establish one older adult's familiar routine before needs and cost worries build through 0:25; the service then arrives as an answer around 0:27. Illustrated vignettes make each named benefit visible from 0:43 to 1:19, while the most-replayed 0:35.9–0:36.8 section aligns with the concrete fit and no-cost explanation. A plain contact card holds from about 1:20 to the 1:31 finish.
Plate 01 / The format in one breath
An illustrated older adult moves from familiar daily life into a cluster of care and cost concerns, discovers one coordinated service, then returns to a fuller version of the opening life. The first explicit service answer arrives around 0:26; the rest of the film demonstrates benefits with little animated vignettes, ending on a direct contact card.
Why it works
- The first 0:07 makes the person and her routine legible before listing needs, so the later solution has a concrete subject.
- Concerns accumulate from 0:08 to 0:25 (conditions, transport, dental work, family and cost); the brand appears as an answer at about 0:27, not as an opening logo.
- The 0:35.9–0:36.8 most-replayed peak coincides with a laptop displaying the program and an eligibility/no-cost explanation. A specific decision point draws more replay than the generic end card (inferred from replay data).
Plate 02 / Format card
| Reference | |
|---|---|
| Platform · aspect · length | YouTube · 16:9 · 640×360 source · 91 s · 30 fps |
| Pace | 4 machine-detected shots, 3 cuts; 2.0–3.3 cuts/min allowing uncertain changes; 4 measured steps within shots, about 4.6 detected picture changes/min. Character and camera motion continue within the long final segment. |
| Script | 187 spoken words · 127 wpm across the film, 153 wpm while talking · 11 sentences, about 17 words each · no spoken questions |
| Voice | Warm, clear, medium-register adult narrator; measured pitch median 172 Hz with expressive movement |
| On screen | Nearly all custom flat 2D character animation, with domestic, store, service-centre and care vignettes; two plain logo/title intervals plus final end card |
| Captions | No running subtitles; sparse diegetic labels, brand type and end-card CTA |
| Sound | Continuous quiet tonal/music-like bed about 15 dB under speech; voice-forward mix at −18.4 LUFS integrated, −6.2 dBFS true peak |
| Structure | Life → accumulating needs → discovery/qualification → demonstrated support → restored life → contact card |
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