Who this is for: Launch teams translating a specific creative job into a motion brief.
What to prepare
- A task the viewer recognizes
- An approved category definition
- One verified product action
- A clear limit to the proposed analogy
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Plan a 30-second introduction to PRODUCT_NAME, an unfamiliar category described by CATEGORY_DEFINITION. Begin with FAMILIAR_TASK and use METAPHOR briefly to explain the relationship. The metaphor is illustrative; do not present it as literal product behavior. Within the first part of the sequence, move from the analogy to the supplied product screen. Show VERIFIED_ACTION and hold its result. Keep the corresponding object or label recognizable so the viewer can connect the familiar idea to the real interface. Name the category after the action has given it meaning. Include METAPHOR_BOUNDARY in clear language when the analogy could imply more than the product does. Avoid autonomous-agent, universal-memory or guaranteed-outcome imagery unless explicitly supported. Close with a plain task description, CURRENT_STATUS and NEXT_ACTION. If the metaphor requires more explanation than the product action, replace it with a direct task-led opening.
Make it your own
- METAPHOR
- Choose a familiar relationship, not a broad promise.
- METAPHOR_BOUNDARY
- Name the important capability the analogy does not establish.
- CATEGORY_DEFINITION
- Use a concise approved description of actual behavior.
- PRODUCT_NAME and FAMILIAR_TASK
- Supply approved identity and a recognizable task relevant to the intended audience.
- VERIFIED_ACTION
- Choose a supplied product action and result that establish the real meaning behind the analogy.
- CURRENT_STATUS and NEXT_ACTION
- Use the current access state and destination, without carrying unsupported metaphor capabilities into the close.
Work a bounded analogy
For an illustrative decision-log product, a labeled folder can suggest keeping a choice and its supporting notes together. The next scene should show the actual record.
The boundary is that the product records the team's decision; the metaphor must not imply it independently decides what is correct.
Adapt to audience knowledge
For a technical audience, replace a broad metaphor with a familiar workflow object. For a new audience, allow one extra context sentence before introducing the interface.
For a shorter version, omit the analogy if its boundary would consume the entire explanation.
Correct metaphor overreach
If the visual suggests automatic discovery or complete memory, remove that behavior and show intentional user input. If the category name remains unclear, return to the task rather than adding more abstract labels.
The final paused frame should show the actual product relationship, not only the metaphorical image.
Review checklist
- The metaphor is visibly illustrative.
- The sequence returns to verified product behavior.
- The analogy's consequential limit is clear.
- The category term follows a concrete example.