Choose the change the viewer should understand
A launch film needs a clear reason to exist. Describe the situation before the product, the task the user performs and the result that becomes possible. A catalogue of features rarely provides that structure. Choose a primary audience and message, then decide which product actions are necessary to show it.
Prepare a reproducible product flow
Supply access to a safe demo or a recording of the exact flow, including the starting state, user action and resulting state. Use fictional demonstration data that can be published. Remove account identifiers, customer records, secrets and internal URLs. If a feature is not released or is still a concept, say so explicitly.
Keep interface details under control
Real screenshots, screen recordings and deliberate motion design are more reliable for exact text and interface behaviour than generating the entire interface as a video. AI imagery can support a visual metaphor or transition, but it should not invent product functions. Mark which labels and interactions must match the current release.
Design for the actual viewing size
A complete desktop screen can become unreadable on a phone. Focus on the relevant part of the interface and give important changes enough time to register. Captions should support the story rather than compete with several moving panels. Plan vertical delivery separately when the product layout cannot simply be cropped.
Agree the boundary between story and tutorial
A launch film introduces value; an onboarding walkthrough teaches steps. They can share assets but need different pacing and detail. Decide whether the viewer should remember a benefit, understand a workflow or reproduce each click. Do not promise all three in a short edit without deciding what can be left out.
Approve UI accuracy before delivery
Review the selected product flow, screen text, claim wording and final call to action against the actual product. Agree how later UI updates will be handled. Send a demo link, audience, launch goal, essential workflow, release date and required formats to start the discussion. Do not send production credentials or private customer data.
Discuss the production scope
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