Script arcs

Resolve the tension with something that feels true, then let the brand enter as the twist, inside or after the payoff, never in place of it.

Open on the example itself; name the idea and explain it only after the viewer has seen it.

One idea per beat with its name on screen, the proof shown as a number or a result, under about 90 spoken words, 18 to 45 seconds.

Something new on screen every two to three seconds: a cut, a punch-in, an insert or a board move.

Rotate the topic of the short post: a pain the customer has, the prize they want, or news that touches what you do; each short leads to one longer piece, and that piece to one form.

Hook in the first 3 seconds, one point in the middle, the ask in the last 3; about 40 words.

Hook 0 to 3 s, setup to 8 s, body to 20 s, proof to 25 s, ask to 30 s; about 80 words.

Hook, setup, two or three beats of body each with its own visual, proof, ask; about 150 words; something new on screen every three to five seconds.

Hook, setup, body, proof, one call to action.

Hook, pain, turn, proof, payoff; for a connector add two short beats that show the install and the question before the answer.