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A2 · 45 minutes

Hook and 15-second story clock

Outcome: Write a timecoded 15-second script whose opening promise, visible changes, payoff, and call to action agree.

Objectives

  • Turn the creative brief into a single promise that can be paid off on screen.
  • Plan a meaningful visual or information change roughly every two seconds without making the edit frantic.
  • Align spoken words, picture, on-screen text, and call to action on one story clock.

Learn one thing

The hook is a contract

The first beat creates a question or promise the final beats must answer. A loud opening that the product cannot pay off is not retention; it is broken trust.

Choose: Choose one supported promise that can become visible by second twelve.
Meaningful change

Attention refreshes when new evidence arrives: a changed angle, action, comparison, line, or sound job. Random motion adds noise without advancing the idea.

Choose: Give each two-second region one new job and remove duplicate beats.
One clock, four layers

Picture, voice, caption, and sound share fifteen seconds. When all four explain the same fact at once, the ad feels crowded; assign complementary jobs instead.

Choose: Let the picture prove what the voice does not need to repeat.

Make the artifact

  1. Write the contract

    Copy the supported promise from the brief and write the visible payoff that would fulfill it.

    Check: Hook and payoff describe the same product truth.
  2. Place the beats

    Divide fifteen seconds into six to eight regions and assign one story job to each region.

    Check: Every region changes evidence, action, or understanding.
  3. Assign media jobs

    For every beat, state what picture proves, what voice adds, what caption clarifies, and what sound emphasizes.

    Check: No beat repeats the same sentence in every layer.
  4. Read and trim

    Read the full voice track naturally against a timer, remove unsupported or duplicate words, and preserve the CTA pause.

    Check: The read finishes within fifteen seconds without rushing.

Copy, then customize

Prompt skeleton

Create three structurally different 15-second story clocks from this VERIFIED BRIEF: [paste]. For each clock, return time ranges totaling exactly 15 seconds with columns for story job, picture evidence, spoken line, caption, and sound job. Introduce a meaningful change every 1.5–2.5 seconds when it serves the story. The opening promise and final payoff must use the same supported product truth. Keep one CTA. Do not add facts, prices, urgency, testimonials, comparisons, or outcomes absent from the brief.

Reject scripts that invent results, target sensitive personal traits, pressure vulnerable viewers, or place a product in an unsafe use scenario.

Tools, clearly labeled

Local plain-text fileslocal · beginnerCompleting the supplied Markdown and JSON worksheets without a cloud accountAffiliate: no · Official site ↗Google Docsfree · beginnerDrafting and sharing a creative brief from the supplied templateAffiliate: no · Official site ↗

Downloads

Check / lock

Pass when the clock totals fifteen seconds, the read fits naturally, and every claim stays inside the brief's proof boundary.

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