Who this is for: Motion producers planning timed educational and brand studies.
What to prepare
- One approved brand motion rule
- A fixed shape/layout specimen
- Owner-approved example and counterexample criteria
Copyable creative brief
An authored planning example. Replace illustrative details with your approved product facts and assets.
Use the same specimen for approved, counterexample and corrected passes. Label the counterexample clearly. The illustrative rule is “settle before reading”: a heading reaches its final baseline before the viewer is asked to inspect supporting copy.
Scene-by-scene storyboard
20-second planning sequence · illustrative copy and visual direction
- 01
0–4s
Name the rule
Show the rule in a stable text card beside the specimen.
On screen:Rule: settle before reading.
- 02
4–9s
Show the approved behavior
Move the heading into its final position, stop it, then reveal supporting copy.
On screen:Approved: arrive, settle, read.
- 03
9–14s
Isolate the counterexample
Replay the same content with the heading still drifting as supporting copy appears.
On screen:Counterexample: movement competes with reading.
- 04
14–20s
Correct and hold
Repeat the approved settle and hold the complete composition.
On screen:Keep the reading region still.
Make it your own
- RULE
- State an observable behavior, not only an adjective.
- APPROVED_TREATMENT
- Specify how the behavior should look.
- COUNTEREXAMPLE
- Change only the property that violates this rule.
Make the rule reviewable
The sample translates a desired composed tone into an observable timing condition. Define the final baseline and the moment reading begins. Avoid a counterexample with several unrelated defects, because reviewers will not know which property the rule addresses.
Retiming the specimen
Twenty seconds is a planning duration. For 30 seconds, use 0–5, 5–13, 13–21 and 21–30 seconds. Keep approved and counterexample passes equally long, then allow time for the corrected reference. A 15-second adaptation can omit the second approved replay only if the final still makes the correction clear.
Record exceptions deliberately
A moving marker may be essential to explain travel, while its labels can remain still. Add this exception to the decision card rather than treating the rule as a ban on all movement. Have the brand owner approve the behavior and its limits before distributing the guideline as policy.
Review checklist
- The rule names an observable behavior.
- The counterexample isolates one violation.
- Approved and counterexample conditions are matched.
- The final correction and permitted exception are clear.