Who this is for: Product teams preparing focused launch motion briefs.
What to prepare
- Approved before and after screens
- Matching sample data and viewport context
- A description of the specific changed element
- Current release status
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Plan a 30-second launch comparison for PRODUCT_NAME using BEFORE_SCREEN and AFTER_SCREEN. The comparison concerns LAYOUT_CHANGE. Keep sample data, task, viewport scale and relevant account context matched wherever the source allows. Label the states clearly. Show the before layout neutrally, with the relevant area identified. Transition to the after layout while preserving ORIENTATION_ANCHOR. Explain the visible difference with one concise line. Do not exaggerate the earlier design with added clutter, errors or dimmed text. Hold the matched comparison or final after state so the viewer can inspect the change. If the supplied screens differ in unrelated ways, disclose or resolve those differences before production. Do not claim increased speed or usability from the layout alone. End with CURRENT_STATUS and a next action appropriate to the release.
Make it your own
- LAYOUT_CHANGE
- Name the exact visible change being compared.
- ORIENTATION_ANCHOR
- Choose a stable title, object or boundary across both screens.
- MATCHED_CONTEXT
- Record any source differences that affect fairness.
- PRODUCT_NAME and BEFORE_SCREEN and AFTER_SCREEN
- Use approved identity and exact source assets labeled with the versions or states being compared.
- CURRENT_STATUS
- State the verified release availability and choose a next action supported by the current destination.
Choose a bounded comparison
An illustrative redesign could move a review status beside the item title. The film can explain that placement change without claiming that all users now work faster.
Keep the same item and status in both states; otherwise the visual result may be mistaken for a change in product data.
Adapt the layout
Use sequential full-size screens when a side-by-side view would make text too small. Use an aligned split view only when both versions remain readable.
For a longer version, demonstrate the changed task after the comparison if the action states are supplied.
Correct unfair contrast
Remove decorative disorder from the old screen. Match crop and zoom so the newer layout does not look larger merely because of camera framing.
If an animation suggests a live transition the product does not perform, label it as a comparison and use a simple cut or controlled overlay.
Review checklist
- Task, data and scale are matched or differences are disclosed.
- Before and after labels are clear.
- The old layout is represented fairly.
- No performance claim is inferred from appearance.