A shot list for your next product video.

3, 2, 1 reveal on the pet

A blanket is draped over the pet, who is already in or wearing the product. The owner tugs the corner on each number and pulls it off: the pet, happy, in the product.

Suits

Only products a pet wears, sits in or uses.

Camera

Low and still, at the pet's eye level, then a slow push in.

The hook, second by second

1. 0.0 s"Three", a small tug on the blanket.
2. 0.9 s"Two", another tug.
3. 1.9 s"One", another tug.
4. 2.9 s"Let's see how it comes out."
5. 3.8 sThe blanket comes off. The pet is fully seen by about 4.3 seconds; push in slowly.

Then the rest of the video

• The reveal by about 4 or 5 seconds.
• Then the unboxing, or the product at home.
• Then two to six quick shots of it in use, each with a new person or place.
• A cut about every 2 seconds. 10 to 15 seconds in all; 13 is typical.
• The last two seconds: an end card, such as Comment "WORD" if you want one.

What made the weak ones flop

Light or colour from the product showing before the reveal.

Write headlines for it with the hook generator.