Marketing asset briefs

The working approach

State the audience and desired next step.
List the scenes that support the promise.
Specify what the edit must avoid claiming.

Turn adjectives into decisions

Words such as cinematic, clean or energetic can guide visual treatment, but they do not choose the story. Add the audience’s problem, the product evidence and the desired next step. Then specify the treatment: restrained motion, short headlines, ambient audio or a deliberate reading pause. The editor can make useful choices when those directions are connected to a purpose.

Name exclusions as carefully as desired shots. If the footage only shows connection options, exclude claims that content was published through them. If the account contains sample data, exclude performance claims based on its numbers. Keep the advertised product identity separate from the business used during onboarding. A clear brief prevents an otherwise polished edit from ending with the wrong brand or making an unsupported promise.

A concrete example

Ask for a desktop walkthrough and a mobile teaser using review, library and calendar scenes, with no claims about unconnected integrations.

Before recording this scenario, write down what the starting screen contains and what should be different at the end. This gives the reviewer an observable result to check, rather than asking them to approve a general impression.

The mistake to avoid

“Make it cinematic” gives little guidance about which product behaviour matters.

If the source cannot support the intended message, narrow the claim or capture the missing evidence. A transition, caption or voiceover can explain a real change; it should not manufacture one.

Put it into a production brief

Replace the bracketed fields before using this brief. The scenario is illustrative; keep only the actions your product actually supports.

EDITABLE PRODUCTION BRIEF

Purpose: Marketing asset briefs.
Audience: [specify the viewer and their familiarity with the product].
Decision: [what should the viewer understand or do next?].
Approach: A brief is a set of decisions, not a mood board alone. It should connect audience, evidence, format and distribution.

Required evidence:
1. State the audience and desired next step. Show the relevant entry state, action and completed result.
2. List the scenes that support the promise. Show the relevant entry state, action and completed result.
3. Specify what the edit must avoid claiming. Show the relevant entry state, action and completed result.

Reference scenario: Ask for a desktop walkthrough and a mobile teaser using review, library and calendar scenes, with no claims about unconnected integrations.
Avoid: “Make it cinematic” gives little guidance about which product behaviour matters.

Deliverable: [duration], [format], [placement].
Use only recorded product behaviour. Preserve the full original.
Acceptance: check each claim against its visible scene, review at actual viewing size, and test the final file.

Review before delivery

Evidence: can a new viewer identify the result described in the example without being told where to look?
Reading distance: are the relevant controls and labels understandable at the intended placement size?
Continuity: does each cut preserve the relationship between the action and its result?
Accuracy: does the final caption describe the visible product state, including any limits?

Using this with Demovela

The automatic URL workflow currently supports Postraid and Adfolio. Other product scenarios on this page are production-planning examples, not compatibility claims. Adapt the brief to your own recorder or editor. Demovela preserves originals and creates separate outputs; review the resulting file before publishing.

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Keep the workflow moving

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