03: Creative Brief: Video Team

The repeatable one-pager I hand the videographer. Copy is already written, so the creative never starts from a blank page. One shoot produces the hero and every funnel cut.

Shared context (top of every video brief)

• Campaign: You’re Not Crazy
• Audience / tone: the Happy Valley Pet Mom. Absurd but wholesome (Studio C / Harmon Brothers). Capped at Level 3 (conspiracy-corkboard mom), never crude or faith-poking. Make her snort and trust it.
• The mechanism to land: the cleaning is what made it dirty. Soap leaves residue, residue is a dirt magnet. Zerorez leaves zero residue, so it stays clean. Guaranteed.
• Non-negotiable hero frames: the red-string corkboard, the foam “SOAP” reveal (macro), the black-water recovery tank, the “six weeks later still clean” room.
• Locked copy + shot list: the VSL script and the pre-pro shot list, location scout, and shoot schedule. Shoot the script, do not rewrite on set.

YNC-01 · Hero spot (MOFU master)

• The one job: validate her, reveal the soap, prove it stays clean, land the brand.
• Length: 45-60s master.
• Deliver: 16x9 (1920x1080), 9x16 (1080x1920), 1x1 (1080x1080). H.264, -14 LUFS, captions burned + .srt.
• Files: 3 (one master, three ratios).
• Due: Day 16. Approvals: MD → VP → Media Buyer → CEO.

YNC-02 · TOFU cut

• The one job: stop the scroll, plant the doubt, feed the retargeting pool. No hard sell.
• Edit: Shots 1 → 2 → 6 → 7, snap out on “the CLEANING is the DIRTYING.”
• Length / deliver: 6s + 15s, 9x16 (1080x1920) + 1x1 (1080x1080). Captions burned, hook readable in the first 1s on mute.
• Files: 4 (two lengths, two ratios).
• Due: Day 16. Approvals: MD → VP → Media Buyer.

YNC-03 · BOFU cut (retargeting)

• The one job: close. “You were right to expect more, and we guarantee it.” Stays-Clean Guarantee + offer + book now.
• Length / deliver: 15s + 30s, 9x16 (1080x1920) + 1x1 (1080x1080) + 16x9 (1920x1080). End card with offer + CTA.
• Files: 6 (two lengths, three ratios).
• Due: Day 16. Approvals: MD → VP → Media Buyer.

YNC-04 · Hook variants (4)

• The one job: earn the winning hook in testing, not guess it. Same body, swap the first 3 seconds per CEP.
• Variants: switcher (“dirty again right after you cleaned it”), new puppy (“isn’t why it still smells”), new baby (“before the baby crawls”), been-burned (“paid to make it worse”).
• Deliver: 4 front-swapped cuts of the master, 9x16 (1080x1920). The repetitive end-cards and front-swaps are scripted in DaVinci Resolve or After Effects, not hand-edited cut by cut.
• Files: 4 (one per CEP hook).
• Due: Day 18. Approvals: MD → Media Buyer.

Video deliverables from one shoot

That is 17 finished video files from a single shoot day. Combined with the graphic-design set and the email GIFs, one shoot becomes about 40 ready-to-ship deliverables (see Graphic Design brief).

Localization (the output multiplier)

The hero is one recognizable character every franchise recasts with a local face, price, and phone. One shoot, every market. That is how 14 corporate tests become a library every owner can run.