A shot list for your next product video.

Your-eyes box grab

Filmed from your own eyes: your hand pulls the top box off a full stack of the product, turns its front to the lens and drops it in a basket. Then cut to it at home.

Suits

Products whose box art shows the payoff: the product in use, a pet, a lit-up result.

Camera

Your point of view at chest height, one hand in frame, the stack filling the frame.

The hook, second by second

1. 0.0 sYour hand on the top box.
2. 0.5 sLift it toward the lens until the front fills the frame.
3. 2.0 sInto the basket.
4. 2.8 sCut to the unboxing at home.

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

A plain box that says nothing about the product.

Write headlines for it with the hook generator.