Say what is different for the customer
A product launch story works when a viewer understands what has changed and why it matters to them. Start with one sentence describing the new experience in ordinary language. Use that sentence to choose the story, the product footage, and the final invitation.
Use the outline as the brief for a Martius marketing video. Add the approved product materials, choose the creative direction, then review the script and scenes before preparing channel versions. The studio launch film linked below is an authored example of a visual treatment, with its production method stated on the watch page.
Choose the audience’s starting point
An existing customer may need to see what changed. A new audience may first need to understand the problem the product addresses. Write down the starting point so the opening contains enough context without explaining everything the team knows.
Choose a concrete situation instead of an abstract industry claim. If the launch solves several problems, select the one most relevant to this campaign and keep the others for later material.
Use three story beats
Give the film a beginning that establishes the situation, a middle that shows the change, and an ending that makes the next step clear. The product should contribute to the story rather than appear only after a long introduction.
Write each beat as a sentence before drafting narration. A rough outline exposes a weak connection between the problem and the product sooner than a polished script does.
- Context: the situation the audience recognizes
- Change: what the product or service now makes possible
- Invitation: the appropriate action for this launch stage
Match footage to what the script says
Put the proposed visual beside each line of the script. Use current product imagery for appearance and a current recording for software behavior. If a diagram or composition is illustrative, make that treatment clear wherever a viewer could mistake it for product evidence.
A launch film may simplify a workflow, but the simplification must not change the claim. Ask the product owner to review what the edit implies as well as the words it contains.
Create one consistent visual direction
Choose a small set of qualities that support the message: calm or energetic pacing, close product details or wider scenes, restrained or expressive type. Explain the reason behind the choices so later revisions can preserve the direction.
Brand references help with consistency, but an attractive brand treatment cannot resolve an unclear launch message. Review the story as plain text before spending time on fine visual decisions.
Check the announcement details
Verify feature names, availability wording, eligibility, and the destination link. Avoid implying that something is available to everyone when it is limited to a preview, a region, or a particular account type.
Keep evidence and permission for customer quotes, logos, and results. If that evidence is absent, show the product and explain the intended value in your own voice.
Save the launch as a useful reference
Keep the final outline, approved facts, source assets, and published version together. Record where the film appears and who owns the next review. This gives the next announcement a reliable starting point.
When the product changes, open the existing Martius project and supply the approved replacement facts. Review the Agent’s impact summary for wording, narration, captions and scenes. Compare the revised film with the approved version before exporting and publishing the next delivery.
Use the next step in Martius
Keep the brief, sources and approved project revision connected as you move from this task into review and delivery. Choose the next workflow that answers your current question.
Questions about this workflow
Should a launch film explain every new feature?
No. Choose the change that anchors the campaign. Put supporting details in the destination page, documentation, or a separate demo so the film retains a coherent story.
Can a concept film stand in for a product demo?
A concept can show an editorial direction, but it does not prove product behavior. Use current product footage whenever the audience needs to see a real interaction or result.