Sell-In Video Production

What a strong sell-in video does

Retail buyers decide in minutes. Every video should make them want the concept on their shelf: the story, the hero products, and how it will look in their store.

0:00–0:05	Concept moment. The season key visual in motion, the concept name, one line of ambition.
0:05–0:25	The story. Who it is for and the feeling it sells: the run, the match, the street.
0:25–1:00	Hero products. Packshots and on-body shots with animated feature callouts, always in the same position and style.
1:00–1:15	In store. Visual merchandising: how the range is displayed, which pieces sit together.
1:15–1:30	Key dates. Launch timing and a clean end card, localised per cluster.

A template structure for illustration. Running times and chapters follow your existing best practices.

How I would run it

Templates

Brief and script kit

One-page briefing template per concept
Two-column script template: picture and text
Shot list and asset checklist
Stylist and film crew briefing notes

Steering

Plan, budget, calendar

Project plan in PowerPoint, one status slide per video
Budget tracker in Excel, constraints flagged early
Production schedule with calendar invites for every shoot
Weekly sync with business units, EU teams and agencies

Quality

Shoot days and reviews

Remote review of samples on shoot days
Same-day discrepancy report against brief and script
Feedback consolidated into one list per round
Final check of every export before it reaches the clusters

Where AI and motion design make it faster

The agencies still produce and edit. These are levers I can put into the briefs, or build myself where it helps.

Consistency across 20 videos

A motion template set: feature callouts, spec cards, lower thirds, end cards
Same typography and timing in every video, no matter which agency edits
Approved once, then only filled with new products

Speed and localisation

Products shown from existing photos and 3D files where a full shoot is not needed
AI scratch voice for early approvals, so feedback comes before the final mix
Language versions for the EU clusters via subtitles or AI voice, same picture
Automatic transcripts and subtitle timing, checked by a person

Work samples

Existing pieces that show the craft behind product and feature videos.

Product film

Orbit shot and reveal, built from AI stills that were checked at full size for product accuracy.

Example for a made-up brand

Animated feature callouts

Every element moves on its own layer, the way spec cards and callouts would work in a sell-in template.

Example for a made-up app

Explainer with captions

Hook in the first seconds, word-level captions for sound-off viewing, delivered in 16:9 and 9:16.

Example for a made-up product

One end card, many languages

The same animated end card in English and German (French also available), swapped from one template. German version

Example with a placeholder brand

Process

Set up

Onboarding, review of past documents and best practices, templates, plan and budget structure.

Brief and script

Briefings and scripts per concept, timely input of existing assets, sign-off before any shoot.

Shoot and edit

Schedules and invites, crew briefings, remote sample review, agency edits in waves.

Deliver and document

Localised versions to the EU clusters and click team, full documentation for review and approval.

Timeline, tools, deliverables

January 2027	Onboarding, templates, project plan, budget tracker, production calendar
February	Briefings and scripts for the season concepts, crew and stylist briefings
March to May	Shoots and agency edits in waves, weekly syncs, sample reviews
May to June	Final checks, localised versions, delivery to clusters and click team, handover documentation
Tools	PowerPoint, Excel, shared calendars and your video call tools; DaVinci Resolve and Remotion for reviewing cuts and building motion templates; ElevenLabs for scratch and language voices
Deliverables	Brief and script templates, project plan, budget tracker, schedules, review reports, motion template set if wanted, full documentation of all results
Working mode	Remote, weekly calls in CET business hours, native German speaker, fluent English. Earlier work includes campaigns and reels for a hotel and regeneration brand in Vienna with ten partner hotels.

Twenty sell-in videos.
One look, every EU cluster, on time.