Vertical product ad brief

The working approach

Open with one friction.
Show three phone-sized proof beats.
Close with one action.

A concrete example

Audience: mobile-first prospects. Target: 25 seconds, portrait. Sequence: mobile result, search, detail, saved state and a concise URL card.

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

Do not pass off a desktop crop as responsive capture.

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.

Copy and adapt the 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: Vertical product ad brief.
Audience: [specify the viewer and their familiarity with the product].
Decision: [what should the viewer understand or do next?].
Approach: Use genuine mobile footage when the claim concerns mobile use. Keep the product readable beneath short copy.

Required evidence:
1. Open with one friction. Show the relevant entry state, action and completed result.
2. Show three phone-sized proof beats. Show the relevant entry state, action and completed result.
3. Close with one action. Show the relevant entry state, action and completed result.

Reference scenario: Audience: mobile-first prospects. Target: 25 seconds, portrait. Sequence: mobile result, search, detail, saved state and a concise URL card.
Avoid: Do not pass off a desktop crop as responsive capture.

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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