Marketing video: one message, provable claims, every format, signed off

Everything in the personal-film method still applies (story first, real material over AI, verified facts, designed sound, QC before delivery). What changes: the viewer owes you nothing and scrolls in 2 seconds, every claim must be provable, every face and voice needs consent, every sound needs a licence for this use, the regulator has rules about words and durations, and one film ships as several formats.

1. Brief additions (with video-brief)

• Objective and one message: what the viewer should think, feel, do; one sentence. One CTA.
• Audience and placement: who, where (feed, pre-roll, LinkedIn, a doctor's tablet, a branch TV), sound on or off, paid or organic, lengths and aspect ratios needed.
• Brand kit: logo files, colours, fonts licensed for video, tone of voice, do's and don'ts, past ads.
• Claims: every claim the client wants made, with its substantiation and who approves it.
• Category and regulator: ASCI for all Indian advertising; pharma (UCPMP 2024, DMR Act, Schedule J); BFSI (SEBI, IRDAI, RBI); other markets need local review.
• People and rights: who appears or speaks (employees, customers, talent, doctors), consent status, music.
• Approvals chain: who signs off script, storyboard, rough cut, final, and compliance; turnaround per round.

2. Structure (with story-design)

• Hook (0-3 s): the problem, the surprising fact, the outcome, or the customer's face and words; readable with sound off; brand cue early (colour, product, logo moment) for recall.
• Proof: show, don't claim: the product working, a real customer, a number with its source on screen.
• Mechanism / why it works (explainers): one idea per scene, a picture for every abstract word.
• CTA: one action, said once, shown long enough to read twice; the end card holds 2-3 s.
• Lengths: 6 s (one idea), 15 s (hook + proof + CTA), 30 s (a small story), 60-90 s (explainer, testimonial), 2-3 min (brand film). Cut down from the long master; never stretch a short one.
• Write 2-3 hook variants for paid social; same body, different first 3 s.

3. Captions and text

Most feed video plays muted: burn in captions (≥ 1/20 of frame height, high contrast, inside the platform's safe zone: on 1080×1920 keep text in x 108-972, y 288-1248). Language versions per market; complex scripts follow the typography rules in storyboard-and-look. Legal supers: one per frame, max two lines, long enough to read (ASCI guidance reported > 4 s each), in the language of the claim.

4. The claims ledger (claims.md, mandatory for any claim)

5. Regulated verticals (India first; details and sources in the compliance doc)

• Pharma, HCP-facing: within the approved label; paired with full prescribing information (AV material supported by printed material); no HCP names or photos in promotion; never an unqualified "safe"; "new" only within a year; date of last review; gated distribution to registered practitioners.
• Pharma, patient/public: no prescription brand, drug name or product cues; no cure or prevent claims for DMR Act / Schedule J conditions; unbranded awareness ending in "consult your doctor"; watch surrogate recall (colours, mascots, taglines).
• Mutual funds: the exact SEBI risk statement on screen and read in voice-over over at least 5 seconds; no indicative yields; performance only in the prescribed format. Check the latest SEBI code before production.
• IA/RA, brokers: audible risk statement, registration name and number, no assured returns, no "best" or "No. 1", no SEBI logo; celebrities only with prior approval at entity level.
• Insurance (IRDAI): ULIPs not "investment products"; bonuses "not guaranteed"; no ranking claims.
• Lending (RBI): disclosed rates and fees (APR, KFS), no dark patterns. Run the compliance-reviewer agent on script and final; the client's compliance officer signs off in writing (record in decisions.md). Rules change often: re-check anything marked M or L in ${CLAUDE_PLUGIN_ROOT}/docs/compliance-and-licensing.md section 3 before relying on it.

6. People, voices, music, AI

• Written, purpose-specific consent from everyone identifiable (capture, AI processing, publication, term, territory, withdrawal); parental consent for children (DPDP Act). Talent releases for actors and voices.
• No real person's likeness or voice cloned without their written consent, even with a label.
• Music: licensed library with the licence on file, original, or AI with terms that allow commercial use; never a commercial song without sync + master licences. Shorts over 1 min with any Content ID claim are blocked.
• Sound effects: CC0 or commercially licensed only (no personal-use archives).
• AI: label realistic synthetic content (IT Rules in force since 20 Feb 2026; ASCI AI-content guidance effective about 29 Dec 2026; platform disclosure toggles; EU AI Act Art. 50 for EU audiences). Keep provider watermarks; re-sign C2PA on the final master if the client wants provenance (re-encoding strips it).
• Remotion: an agency or company of 4+ people needs a Company License before client work.

7. Brand kit, end cards, supers and exact lengths in the engine

• Brand kit: put the brand's licensed font files in public/fonts/ and map them in src/theme.ts (fonts names Serif, Sans, SansB, Hand, Display; the template's defaults are Bengali-friendly storybook faces), set c (paper, ink, accent, ...) to the brand palette, put logos in public/art/, and pick the neutral or pop grade. Check one still of every layout before building.
• End card / logo card: a title shot with "fixed": 3.0, "bg": "black" or "page", the logo as a hand-built component if it is an image (copy src/chapters/Example.tsx; <Img src={staticFile('art/logo.png')}>).
• Legal super held N seconds: a card shot (or a text layer in a custom chapter) with "fixed": N and "caps": false; for MF/IA risk statements also put the exact words in script.json so the narration reads them. Check the hold with python tools/qc/where.py on its start and end times.
• Exact-length ads: give every shot fixed (or min) so film/timeline.py prints TOTAL 15.00 s / 30.00 s exactly; a timeline ERROR means narration does not fit: cut words, not breaths.
• Screen recordings: "zoom": [1, 1] (no push, no crop), living layout, captions on a band.

8. Multi-format delivery

Design the master for the narrowest frame or keep a centred safe zone; make vertical a separate project (new_project.py --format vertical) sharing script, voice and sound; square via --format square. Encode with tools/deliver/encode.py presets (youtube, reels, broadcast, whatsapp); platform specs in the compliance doc section 2. Deliver a versions matrix (references/marketing-formats.md).

References

• references/marketing-formats.md: hook patterns, lengths and aspect ratios by platform, versions matrix, sign-off sheet
• ${CLAUDE_PLUGIN_ROOT}/docs/compliance-and-licensing.md: licences, platform specs, ASCI, pharma, BFSI, AI labels
• agent compliance-reviewer