Decide what each version needs to say
For the main film, write a short product story: what it is, how it works and what makes it recognisable. For each ad, choose one message from that story. A product detail, an everyday use or a specific feature can provide the focus.
The Milo film brings together a connected wristband, its character and its app in 45 seconds. It is a useful example of a complete product introduction. A separate ad brief could choose one of those elements, rather than trying to repeat the whole presentation in less time.
Start with assets you can actually use
Collect approved photography, product renders, packaging artwork, logos and brand guidelines. Tell the studio which assets exist and which still need to be produced. A concept built around a missing shot needs that production included in the scope.
Check that product colors, labels and interface screens match what customers will receive. Identify claims that need evidence, such as a measured benefit or comparison. Animation should make the product easier to understand without introducing unsupported promises.
Recompose the vertical version
A portrait frame changes the relationship between the product, text and background. Keep the most useful detail large enough to see. Reposition copy and rearrange supporting elements instead of assuming a centre crop will preserve the message.
Review the export in the placement where it will appear. Interface overlays can cover information, and the space they occupy varies by channel. Keep essential copy away from those areas and check the current placement preview before delivery.
Make the message work with and without sound
Voiceover can connect the scenes, while motion and on-screen copy carry the key idea visually. Watch the film muted during review: can you still identify the product and follow the main message? Then listen with sound to check pronunciation, timing and the balance of voice and music.
Treat captions as a delivery decision. If you need them, agree whether they will be embedded in the video or supplied separately. Also confirm the language versions before the final animation and sound mix.
Specify the edits, then review them separately
- Purpose and message for the main film
- One message and opening for each ad
- Approved product assets and supported claims
- Landscape and portrait compositions
- Voice, music, text and caption requirements
- A list of filenames, versions and intended placements
MO STUDIO offers individual ads under one minute and long-format films of 2 to 3 minutes, with 16:9 and 9:16 included. Extra hooks and separate edits should be listed in the brief so the number of deliverables is clear. A new aspect ratio and a new creative are different pieces of work.
