Most landing-page videos hurt conversion. Some lift it dramatically. The difference is six conditions, all of which feel obvious in retrospect and almost none of which most teams test for.
Most brand identity systems stop at static. Then the team ships the brand into a website, an app, a TikTok, and a six-second pre-roll — every one of which moves. Here's the chapter most brand books are missing.
Most 'video for your product' briefs lump three completely different formats into one ask. The result is one piece of video that tries to be three things and convinces as none. Here's how to pick the right one.