A "cinematic" launch video means nothing
Launch videos are a bit of a fad right now, because founders are just copying everyone else.
I can immediately tell when a founder is looking for something mediocre and forgettable. They’ll say “can we make it look cinematic?” followed by “can we bring the cost down?” all in one sentence.
Budget is not always the answer, but usually intention and thoughtfulness are.
Often founders will spend $10,000 on something mid, because they view the launch video as something to check the box on as opposed to a narrative cornerstone. If you’re doing to announce to the world that you’re going to be the AI category leader, it pays to pay attention to how you say it.
In addition to cost, timeline, and impact, here’s what else you should ask when speaking with an agency or a filmmaker to work on your launch campaign. A good launch is more than a video, it’s the start of a multi-arc company story:
1. Will it speak to the right audience?
Are we making something tone deaf, because we’re trying to flex on Twitter? Or will it resonate customers so deeply that they’ll DM you? Can you make them feel like your company gets it so much that you’re synonymous with their category?
2. Can it capture the current cultural moment?
We live in the most crowded, noisiest chapter of the internet. Will this yet another talking head video? Or does it have enough pop to go viral, not just on the timeline, but to be talked about IRL?
3. Can it be timeless?
Will you launch once and be forgotten? Or will your brand stick with people, long after your Series A? Is this something that will impress your mom? What about your Hinge date? Can you still show it a year after launch?
Any filmmaker with a nice camera can create the “cinematic” look, but it doesn’t make them a storyteller. Very few filmmakers will understand the nuances of your business and your customer’s lived experience. Most won’t care to.
Similarly, most founders won’t have the cajones to take a creative swing on a big budget.
Yesterday, @jack talked about¹ what it means to build a company in the age of intelligence². It’s not just about knowing what things will look good together. It’s about having a perspective and an opinionated drive to get there.
Right now you’re seeing copies of copies of companies, because it’s easy. But as intelligence evens out the playing field -- distribution, story, what I call the “hero’s journey” will be one of the few durable moats remaining.
That’s what being a founder means today -- having the courage to own a POV, push boundaries, and build something that doesn’t exist in the world but ought to.
Make something timeless.