Production notes
Make the right film for the job.
A short product film starts with a decision: what should this viewer understand, believe or do next? These guides explain the choices we make when shaping software and app ads, using our own concept films as examples.
Use them to choose a format, write distinct openings and agree a scope your team can actually approve.
Start with your next decision
SaaS ad hooks: how to test the opening without changing the whole ad
A practical framework for creating and comparing three SaaS ad hooks while keeping the body, offer and measurement window consistent.
ExploreProduct demo vs explainer vs ad: choose by the next decision
Choose between a product demo, explainer video and short ad by matching the format to what the viewer knows and must decide next.
ExploreHow to scope a product video before production starts
Scope a product video around one audience, one product moment, approved claims, usable inputs and a clear feedback boundary.
ExplorePut the plan to work
The pilot
One product moment. Three ways in.
A 15–30 second concept, three distinct opening hooks, three vertical films. Tell us what you are launching and we will confirm the scope before you commit.