Video for Product Launch Campaigns and New Initiatives
A launch has one date and many audiences. We plan the films that get your teams ready, your market interested and your customers using what you built.
A launch is a deadline with many audiences
Every launch looks simple from the outside: one product, one date, one message. Inside the company, it is a dozen conversations happening at once. Sales needs to explain it before customers ask. Support needs to answer questions on day one. Leadership needs the organization to believe in it. Partners need material they can use. And the market needs a reason to pay attention in a week full of other announcements.
That is why a product launch campaign succeeds or fails before launch day. When the internal audiences are not ready, the external message breaks the first time a customer asks a question nobody prepared for. When the external story is weak, the best internal preparation has nothing to amplify.
The same is true for initiatives that are not products: a new system, a policy, a rebrand, a new way of working. Each one is a launch, with the same need to reach the right people in the right order.
We plan launch productions with that order in mind: internal readiness first, the external story second, and follow-up content ready for the weeks after the date, when interest is highest and the questions keep arriving from customers, partners and the press.
Launches for brands that move markets
What video does at each stage of a launch
A product launch strategy needs different films at different moments. These are the jobs video does best, in the order they usually happen.
01.
Weeks before: align the inside
A leadership message and an internal announcement that explain why the launch matters and what each team needs to do.
02.
Before launch: equip sales and partners
Short explainers and demo films that let sales and partners present the product the same way, before customers ask.
03.
Launch day: make the market care
The launch film and its teasers, cut for each channel, carrying one clear idea about what is new and why it matters.
04.
First weeks: help people use it
How-to and onboarding videos that turn first-time users into regular ones and keep support from drowning in basic questions.
05.
After launch: prove it works
Customer stories and results films that extend the launch with evidence, once real users have something to say.
Inside and outside, from the same production
Most companies produce launch content in pieces: an agency for the campaign, another supplier for the explainer, an internal team for the town hall. The result is a launch that looks and sounds different depending on who you ask. Planning the films together changes that. One creative idea runs through every piece, and the same shoot can feed the external campaign, the internal announcement and the sales material.
It also saves time where launches have the least of it. Interviews, product footage and animation assets are created once and reused across versions, so the last weeks before the date are spent on the message, not on organizing new shoots. The result is a launch kit rather than a single film: everything each audience needs, delivered in the order they need it.
A launch kit is also easier to approve. When every piece comes from the same script and the same footage, legal, product and brand teams review one story instead of a dozen unrelated files, and changes made at the last minute flow through every version at once. That matters most in the final days, when the product name, a price or a feature can still change and the date cannot.
Launch film
Teasers and social cuts
Internal announcement film
Sales and partner explainers
How-to and onboarding videos
Customer and results stories
Launch film
Teasers and social cuts
Internal announcement film
Sales and partner explainers
How-to and onboarding videos
Customer and results stories
Ready before the date
Launch dates do not move. When Way-262 introduced barrier-free tolling on the BR-262, the explanation had to reach drivers before the first charge. We wrote and produced five animated explainers, with the first one delivered before charging began and the series completed within the required schedule, in horizontal versions for the website and vertical versions for social media. Read the Way-262 case.
For Certta, a launch meant a new name. Our rebranding film sat at the center of an integrated campaign that, according to a release about it, reached 400 million impressions, 60% above target. Those are campaign-level figures, but they show what a launch film can carry when it is planned as part of the whole rollout. Read the Certta case.
In both cases, the films were planned around a date that could not move. That is the starting point of every launch we produce.
For the first advertising campaign in its history, Tuvis needed to introduce a new category of software. We wrote and produced a 90-second brand film in English, shot in São Paulo with a native English-speaking cast, plus four teasers of 30 and 60 seconds for social media. Tuvis reported more than 300% growth in visits from new users after the launch, a result of the whole campaign, not of the film alone. Read the Tuvis case.
The trailer is public. The full film is available on request.
Launch countdown
Working back from launch day
We plan launch films backwards from the date, so every audience has what it needs at the right moment.
One date.
Every audience.
Internal and
external rollout
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Launch map
Audiences, dates and the job each film has to do, agreed with your team.
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Story and script
One creative idea for the launch, adapted for each audience and channel.
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Versions
One production for the launch film, the explainers and the internal pieces.
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Versions
Teasers, cut-downs, ratios, subtitles and languages for every channel.
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Rollout support
Internal pieces first, external on the date, adoption films right after.
Launching in several markets?
Global launches multiply every problem: more languages, more legal reviews, more channels, more teams to prepare. They also multiply the temptation to let each market improvise its own material. We plan multi-country launches as one production: one creative idea, one shoot designed for adaptation, local versions with native voices and every file delivered to the specs of each market and platform.
That keeps the launch recognizable everywhere and keeps the calendar under control, because versions are planned before the shoot instead of requested after it. See how it works in global video production.
“The team is super attentive and the deliveries are sensational. They deliver everything on time and with great quality. I highly recommend them.”
Thaís Rodrigues
Google review, translated from Portuguese
Launch date on the calendar?
Tell us the date, the audiences and what you are launching. We will map the films each audience needs, work back from the date and send a production plan your launch team can approve.
Formats for launches
The films behind a launch
A launch usually combines three families of films. Each one is produced by the same team, from the same idea.
Campaign
Commercials
Campaign pieces for paid media and social channels. See commercial video production.
Internal
Internal communications
Films that prepare your teams before the market hears. See internal communications video production.
Questions about launch videos
Short answers for teams planning a product launch campaign or a new internal initiative.
When should launch video production start?
As soon as the launch date is fixed. Working back from the date, the internal pieces need to be ready before the external film, and versions need time after the master is approved. The shorter the runway, the more the plan has to simplify, so an early start protects quality.
What videos does a product launch campaign need?
At minimum, a launch film and its short cuts for social channels, an explainer that sales and partners can use, and an internal announcement for your own teams. Larger launches add how-to videos for new users and customer stories once the product is in use.
How do you launch a new product internally?
Start with why it matters, then what each team needs to do. A short leadership message, an internal announcement film and a practical explainer, released before the external launch, give employees the confidence to talk about the product when customers ask.
Can one shoot cover the internal and external launch?
Yes, when it is planned that way. Product footage, interviews and animation assets are created once and edited into the external film, the internal announcement and the sales explainers, each with its own message and length.
How do you launch an initiative that is not a product?
The same way: map the audiences, decide what each one needs to know and when, and plan the films in that order. A new system, policy or rebrand needs internal alignment first and clear explanation second, as in the explainers we produced for the new toll payment system on the BR-262.
How do launch videos work across several countries?
With one creative idea and versions planned before the shoot: native voice-over or subtitles, local legal review and every file delivered to the specs of each market and platform, so the launch looks the same everywhere it lands.
What should be ready on launch day?
The main launch film, the versions for each channel, the internal announcement, a short explainer for sales and support and answers to the questions customers are most likely to ask. When those pieces arrive together, every team can talk about the launch from the first hour.
Who should appear in a launch video?
The people who give the launch credibility: the leader who explains why it matters, the team that built it and, when possible, an early customer or partner. Each voice serves a different audience, so the same shoot can feed several films.
Start a conversation
One date. Every audience.
Let’s plan the launch.
