Who this is for: Launch teams translating a specific creative job into a motion brief.
What to prepare
- One verified product action
- A small set of approved objects or shapes
- Supplied interface evidence
- Brand tone boundaries
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Create a 30-second playful launch for PRODUCT_NAME using FUNCTIONAL_MOTIF derived from VERIFIED_ACTION. Keep the motif connected to the task: objects may gather, separate, align or respond in a way that explains the supplied behavior. Treat abstract objects as illustration and return to the real interface before claiming a result. Introduce EXAMPLE_OBJECTS with clear labels. Use a short playful movement to establish their relationship, then show the supplied product action. Preserve identity and order where those facts matter. Avoid uncontrolled bouncing, random collisions or visual jokes that obscure the action. Hold PROOF_STATE after the playful transition so viewers can inspect the result. Do not imply that decorative movement occurs inside the product or that the product autonomously performs unsupplied steps. End with approved identity, CURRENT_STATUS and NEXT_ACTION. If the motif becomes more memorable than the task, simplify it.
Make it your own
- FUNCTIONAL_MOTIF
- Choose a movement relationship drawn from the real task.
- EXAMPLE_OBJECTS
- Use labeled illustrative objects that remain traceable.
- TONE_BOUNDARIES
- Specify which playful treatments would undermine the message.
- PRODUCT_NAME and VERIFIED_ACTION
- Supply the approved identity and actual action from which the illustrative motif is derived.
- PROOF_STATE
- Use a matching verified result that remains understandable without the decorative movement.
- CURRENT_STATUS and NEXT_ACTION
- End with the actual access state and supported destination rather than a playful but inaccurate availability claim.
Derive the motif
For an illustrative categorization product, cards can briefly gather into labeled groups before the actual category control is shown. The grouping illustration helps explain the idea; it does not prove automatic classification.
A random mascot dance may be entertaining but does not serve this brief unless it clarifies the task.
Adapt for complexity
For a simple task, use one playful transition and a long stable result. For a complex task, keep the product demonstration restrained and put personality in the opening or close.
If labels move with objects, preserve their legibility and avoid crossings that make ownership ambiguous.
Correct distracting play
If motion changes the meaning of a grouping or order, restore the accurate relationship. If several elements move at once, stage them so the viewer can follow one change.
The final proof should remain understandable with the playful section removed; personality should support the explanation, not replace it.
Review checklist
- The motif derives from the actual task.
- Illustrative motion is distinct from product behavior.
- Object identities and labels remain clear.
- The proof state receives a stable hold.