Product launch video planning

The working approach

Describe what became possible.
Choose a before-and-after task.
Prepare a destination that continues the promise.

Build a launch asset map

Separate the main explanation from the promotional cuts. The main demo should establish the new capability with enough context to be credible. A teaser can select its strongest moments and invite further exploration. A tutorial may need prerequisites that would slow down the launch edit. These assets can share source footage while serving distinct decisions, so decide their roles before trying to shorten one master video into everything.

Assign an owner to the launch claim and an owner to the distribution destination. A video can become inaccurate if the feature ships on a different plan, behind a flag or with a narrower scope than expected. Check the final product state near publication, and make the end card point to a page that explains the same released capability. Keep unreleased concept footage clearly separate from the launch evidence.

A concrete example

Show the previous manual arrangement briefly, then the new bulk action and the resulting organised workspace.

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

A launch montage with no product evidence leaves viewers guessing.

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: Product launch video planning.
Audience: [specify the viewer and their familiarity with the product].
Decision: [what should the viewer understand or do next?].
Approach: A launch needs a clear new capability, a reason to care and a next step. Existing features should only appear when they explain the change.

Required evidence:
1. Describe what became possible. Show the relevant entry state, action and completed result.
2. Choose a before-and-after task. Show the relevant entry state, action and completed result.
3. Prepare a destination that continues the promise. Show the relevant entry state, action and completed result.

Reference scenario: Show the previous manual arrangement briefly, then the new bulk action and the resulting organised workspace.
Avoid: A launch montage with no product evidence leaves viewers guessing.

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.

Check the current preview scope →

Keep the workflow moving

Choose the next resource based on the decision you still need to make.

Browse the complete resource library →