Shape the film before building it
Trailers and launch films share one shape: a cold open, an introduction, an escalation, a climax and a closing button. Below is a 30-second plan on that shape. Press play, click the timeline, or pick a shot from the list.
- Shot
- S5 · 0:10.0 to 0:14.0
- Act
- Act 2 · Escalate
- Purpose
- Escalate
- Framing
- Close-up
- Move
- Push-in
- Cut out
- Cut on the bar line
- Hook in three seconds. Show the product within 3 seconds and keep launch films to 15–30 seconds. EveryInc
- One shape. Cold open, introduce, escalate, climax, button. For a product, that is the problem, the product, the payoff and the call to action. Oseman MasterClass
- Cut to the music. Choose the track first and cut to it. It should change mood at only two or three planned points. Oseman PremiumBeat
- Storyboard first, code second. Rewriting scenes nobody needed is the costliest mistake, so the shot list is reviewed before any scene is built. EveryInc
- Real copy only. Use the product's real UI text. Invented labels are the top sign that a video feels fake. EveryInc
- Hook, build, peak, resolve. Motion-design skills frame short videos the same way, and name over-animation as a common failure. motion-designer
| Shot | Time | Act | Purpose | Framing | Camera move | Cut out |
|---|