A launch in a week: the brand film and the demo
A product launch needs two different films doing two different jobs — a brand film that places the product, and a demo that proves it. How to make both from one project in a week, not two separate engagements.
A launch page asks two different questions of two different visitors at the same moment: a stranger who has never heard of the product wants to know what it is, and someone already leaning in wants to know it actually works. One film cannot answer both without compromising on each — which is why a proper launch usually needs two films, not one film shown twice.
The two jobs
| Brand film | Demo film | |
|---|---|---|
| Answers | What is this, and why should I care? | Does it actually work? |
| Audience | A stranger, cold | Someone already interested |
| Starts from | An idea — see the guide on starting from an idea | The real product — screens, or a walkthrough recording |
| Placement | Above the fold, first thing seen | Below it, or in a sales follow-up |
Building both from one project
The reason this fits in a week rather than two separate engagements is that both films live in the same project, and the second one inherits work the first already did. Once the Brand Kit exists — generated for the brand film, refined if needed — the demo starts from the same colours, type and logo automatically, rather than being brand-matched by hand afterwards.
The week
- Day 1 — start the brand filmDescribe the launch as an idea, or point at the launch page itself if one already exists in draft. This is also where the project's Brand Kit gets set — see the guide on setting it up if the generated version needs adjusting.
- Days 2–3 — refine the brand film, start the demoWhile the brand film goes through a couple of rounds of edit-by-asking, begin the demo: capture the product screens you want to show, or record a short walkthrough if you have one to spare.
- Days 3–4 — build the demoThe demo inherits the Brand Kit automatically. If it is grounded in a recording, run it through a walkthrough makeover; if not, generate it from the captured screens directly.
- Day 5 — cut the formats you actually needA landscape cut for the launch page, a vertical cut for social — each created as its own film for that format, not cropped from the other. See the guide on formats.
- Days 6–7 — bufferFor review, for a stakeholder's notes, and for the inevitable one more pass on narration once everyone has actually watched the films together rather than separately.
What to skip if the week gets tight
If time runs out, keep the brand film and cut the demo down to whatever screens you have already captured rather than dropping either entirely — a launch with only a demo reads as a feature list with no context, and a launch with only a brand film reads as a promise with no proof. A shorter version of both beats a complete version of one.
Questions people ask
Do I need two separate videos for a launch, or is one enough?
Most launches genuinely need two. A brand film answers "what is this and why should I care" for someone who has never heard of you; a demo answers "does it actually work" for someone already leaning in. One film trying to do both usually does neither well.
How long does it take to make a launch film and a demo together?
A week is realistic if you start the brand film on day one, without waiting for it to be finished before starting the demo — the two can be worked in parallel once the Brand Kit exists, and the demo reuses it rather than starting from scratch.
Which film should I make first?
The brand film, generated from an idea. It settles the Brand Kit and the overall tone, which the demo then inherits rather than having to decide again.
Can the demo use a real walkthrough recording?
Yes, and it usually should — a launch demo grounded in something you actually recorded reads as more credible than one composed entirely from a website. See the walkthrough makeover guide.
What formats do I need for launch day?
At minimum a landscape cut for the launch page and a vertical cut for social, where most of a launch day's attention actually happens. See the guide on getting one film onto every platform.
Keep reading
Make a brand film from nothing but an idea
No brief, no script, no storyboard. Describe what the film is about in a sentence and Frame24 builds around it.
Record a walkthrough, get a finished film
You do not need to be a good presenter. Record the workflow once, talking as you go, and pick how closely the film should follow what you actually did.
The Product Hunt launch video
It plays muted, small, in a gallery, to someone who has never heard of you. Here is what that constraint actually demands of the film.