Launch video

The video is the asset every channel shares on launch day: founder post, company post, employee advocacy, paid boost, landing page, KB. It works on video in the launch JSON, plus the script in assets.announcement-video.body. The steps are checklist items, dated back from T-0:

Read the message house first. The video says one thing, the one-liner, and every claim must have proof there.

Brief → video.format, length, hook, talent, music, tools

• Pick the format by tier and audience:
  • T2 defaults to a screen demo (30–60s) with captions.
  • T1 adds the founder on camera, or an AI/hybrid cut.
  • For an SMB audience that watches muted on mobile, design for no sound: burned-in captions, and text on screen for every claim.
• Write the hook as the outcome a viewer gets, shown in the first 2 seconds, never a logo intro. For example: an invoice landing in a client's inbox from "billing@yourbusiness.com".

Script → assets.announcement-video.body

Write a two-column table, On screen | Said / text, with a timecode column. Structure for 60–75s:

1. 0–2s: hook. The result, on screen.
2. 2–8s: the problem in the customer's words (brief.job, message.before).
3. 8–12s: the reveal. Feature name and one-liner.
4. 12–50s: 2–3 demo beats. Each shows a real UI action and its outcome, no more than one idea per beat, with the proof from the message house.
5. 50–60s: who it's for, and plan eligibility in plain words.
6. 60–70s: CTA. Where to find it (deep link or menu path) and what to do first.

Then add:

• Shot list: for each scene, the source (screen capture / founder / AI / b-roll), the demo data needed, and the on-screen text.
• Cutdown notes: which beats make the 9:16 30–45s cut, the 15s and 6s paid cuts (each opening with a different hook), and the silent 10–20s in-app loop.

Budget about 150 spoken words per minute. Set the asset status to draft and updatedBy to claude. Never approve.

Produce → video.concept, item video-production note

Write the production plan:

• the schedule back from video-production's due date
• a capture checklist: demo account seeded with realistic data, notifications off, 2x resolution, cursor smoothing, final UI only (check ui-freeze)
• the founder setup: light, mic, teleprompter, 3 takes per line
• the VO, and music licensed for paid use

Production paths:

• Screen demo: a screen recorder with auto-zoom (Screen Studio, Loom, Descript).
• AI / hybrid: if the video-gen plugin's ai-movie-making skill is installed, follow it. Shots come from Seedance/Veo, voice and music from ElevenLabs, and the real product UI is captured, never generated. Always show real UI for the feature itself. Confirm costs with the user before any paid generation, then record the output path as a new entry in video.rounds for review.
• Creator / UGC: use the ugc-video-script-writing skill and the creator brief asset.

Review → video.rounds, video.approvers

• Notes are timestamped: 0:14 — UI shows staging data; recapture on prod. One line per issue, grouped as must-fix / should-fix / nit.
• Turning notes into revisions:
  • Merge duplicate notes.
  • Flag notes that contradict each other, or the message house.
  • Mark which approver owns each call.
  • Write a numbered revision list into that round's notes.
• If a local file is linked and a video-watching tool is available, watch the cut and add your own timestamped notes, labelled as yours.
• Approvers:
  • PMM checks the message and claims.
  • The founder checks voice and narrative.
  • Legal checks claims and music/talent rights.
  • Only the user sets approvers.*.status. A third round means scope is drifting: say so.

Master and cutdowns → video.master, video.archive, video.deliverables

Export each deliverable for the tier (spec on the Video tab). Hero and vertical are always required for T1/T2; T1 adds square and paid cuts.

• Captions: an SRT for every cut, plus burned-in captions on social cuts.
• Thumbnails (video-thumbnail): 2 options for the hero cut at 1280×720 (16:9, under 2 MB). Show the outcome, not a logo, with 3–5 words of text that still read at phone size and that don't repeat the title. Pick one; the other is the A/B alternate in YouTube's thumbnail test. Set cover frames for the vertical and square cuts.
• Paid cuts: 3 hook variants. Need video.rights.paid set before they're handed to PAID.
• Archive: the master, project files, raw footage and licenses.

Hand-off → video.handoff

Each team's packet holds the files, the captions, and the copy it needs:

• Social: a native upload per platform (don't share YouTube links), plus the T-0 posting order: founder → company → employees within 60 minutes.
• Paid: the specs, hook variants, rights, and UTMs with utm_content=<cut>.
• Web: the embed and poster frame.
• Support: the KB embed.
• CS: a link and a one-liner.
• Archive: the archive link.

YouTube (T-0) → item youtube-launch-video

Upload the hero cut unlisted by T-1 so processing and HD are done, then make it public at T-0 before the founder post goes out.

• Title: what a searcher would type (the job, then the feature name), under 60 characters.
• Description: the one-liner in the first two lines, then links with utm_source=youtube&utm_content=hero to the landing page, KB and signup, then chapters (00:00 first).
• Captions: upload the SRT, don't rely on auto-captions.
• Thumbnail: the one picked for video-thumbnail.
• End screen and pinned comment: both point to the landing page or the YouTube tutorial.
• Playlist: add it to the launch or product-updates playlist.
• Send the public link to web (embed), support (KB) and CS. This is separate from the youtube tutorial item.

Performance (T+7) → item video-performance note, measure.channels

For each cut and channel, report:

• 3-second hold rate (did the hook work)
• average % watched
• click-through to the feature
• activations by utm_content / entry_point

Recommend which paid cuts to scale, which to kill, and what hook to test next.