Story
What a film says, in what order, and how it asks for the next step.
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The arc
Every launch film runs hook, turn, meet, capabilities, payoff.
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Say what it is, and for whom, early
Name the category and the audience before the logo, within the first quarter.
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One message
Say one thing; every beat serves it.
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Claim, then proof
Every claim is followed by the product doing it.
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Peak and end
People judge an experience by its peak and how it ends, so build both.
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A clear call to action
End on a verb and a destination, and hold it long enough to read.
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Copy is the spine
One thought per line, a few words, one emphasised word.
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Benefit, not feature
Say what happens for the viewer; let the screen show how.
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Specific, not vague
Give the viewer something they could check.