01 / MESSAGE TO PICTURE
A 30-second AV plan.
The rows total 30 seconds. These are planning targets; rehearse the words and review the edit against the actual action.
| Time / shot | Picture | Audio / words |
|---|---|---|
| 0:00–0:04 / 1A | Wide tabletop: a hand places the same reusable cup beside a bag. | Natural tabletop sound. On-screen: “Make room for a daily ritual.” |
| 0:04–0:09 / 1B | Close detail: open the lid and show the cup rim. | Soft click; no performance claim. |
| 0:09–0:14 / 1C | Pour a drink into the cup; retain the established screen direction. | Pouring sound. On-screen: “Fill.” |
| 0:14–0:19 / 1D | A hand closes the lid in the same position. | Lid click. On-screen: “Close.” Do not imply leakproof certification. |
| 0:19–0:25 / 1E | Medium: pick up the cup and place it beside the bag, upright. | Fabric sound. On-screen: “Take your ritual with you.” |
| 0:25–0:30 / 1F | Locked product frame with space for the approved brand name and CTA. | On-screen: “Meet North Cup.” Use an approved destination at delivery. |
02 / COVERAGE
Give each setup a clear job.
| Shot | Setup | Purpose | Continuity check |
|---|---|---|---|
| 1A | Wide / locked | Introduce the surface, cup and hand. | Mark cup and bag positions. |
| 1B | Close / locked | Show the lid and rim clearly. | Keep the same lid and hand. |
| 1C | Close / locked | Capture the pour without obscuring the cup. | Match fill level for later shots. |
| 1D | Close / locked | Record the closure. | Do not reverse hand ownership. |
| 1E | Medium / locked | Connect the product to a daily routine. | Keep product upright and wardrobe unchanged. |
| 1F | Product / locked | Leave legible copy space. | Check brand orientation and the approved CTA. |
03 / ASSUMPTIONS
Count the work as well as the cash.
All figures below are illustrative USD assumptions for this fictional exercise. They are not market rates, a client quote or a recommendation about what to charge. Existing equipment is assumed; confirm rentals, tax, insurance, rights and other job-specific costs separately.
| Item | Quantity × rate | Amount |
|---|---|---|
| Creator: prep, shoot and edit | 8 × $35.00 | $280.00 |
| Assistant for tabletop setup | 3 × $25.00 | $75.00 |
| Props and consumables | 1 × $30.00 | $30.00 |
| Local transport | 1 × $15.00 | $15.00 |
| Subtotal | $400.00 | |
| Contingency | 10% | $40.00 |
| Illustrative total | $440.00 |
This estimate includes preparation, shooting and editing time. The agreed client price and usage terms are separate decisions.
04 / SEQUENCE THE WORK
Give decisions their own dates.
| When | Milestone | Decision or work |
|---|---|---|
| Day 1 | Agree the brief | Audience, product claims, 30-second runtime, 9:16 delivery and CTA. |
| Day 2 | Lock the plan | Approve six shots, product position, surface, lighting and copy. |
| Day 3 | Shoot and assemble | Capture the six setups and clean sound; back up the media. |
| Day 4 | Review and deliver | Resolve the agreed review round and verify the final export. |
05 / BEFORE THE SHOOT & DELIVERY
Review the whole plan.
- Agree one master 9:16 delivery and whether other sizes are additional work.
- Approve the cup, surface, wardrobe and screen direction before shooting.
- Check product claims and use only music, logos and footage you may distribute.
- Name the client approver and define a review deadline; this plan does not create a contract.
- Read the finished export on a phone, including copy size, safe areas and final CTA.
When another person joins, explain the actual brief, role, dates and responsibilities. Keep private client material within its intended access.