Product Launch Video: Before, During and After

A product launch has a short window of attention. Video that is planned only for the launch day disappears quickly; video planned across the whole campaign keeps working for weeks. The trick is to treat the launch as a content plan with three phases — before, during and after — and to film as much as possible in coordinated sessions. If you are planning a shoot like this, our commercials & brand films page has the details.

Phase 1: Before the launch

The goal is curiosity and awareness.

• Teasers. Short clips that show details without revealing everything: a silhouette, a texture, a sound, a date.
• Behind the scenes. The team preparing, the design process, the factory or kitchen. See behind-the-scenes content.
• Countdown content. Simple vertical clips for the last days before launch.
• Invitations. A short video invitation for guests, media and partners.

Teasers are usually filmed during the main product shoot, before the launch, so they share the look of the final film.

Phase 2: The launch moment

The goal is a clear message and a strong first impression.

• The launch film. One to two minutes that explain what the product is, who it is for and why it matters. This is the hero piece for the website, the event screen and paid media. Read about commercial, brand film or social ad.
• Short ad versions. 6-, 15- and 30-second cuts in vertical and square formats.
• The launch event. If there is a physical event, film the reveal, reactions, speeches and guests. Related: event videography planning guide.
• Same-day clips. A highlight clip published the same evening keeps the momentum.

Phase 3: After the launch

The goal is understanding and conversion.

• Product demos and explainers. How it works, how to use it, what makes it different. More on this: explainer videos: live action or animation.
• Customer and expert reactions. Early users, partners or specialists talking about the product.
• Feature clips. One feature per short video, for social media and ads.
• Event recap. A polished highlight film for partners and next year's planning. See event recap content.

One shoot, many outputs

You do not need a separate production for every piece. A well-planned schedule might look like this:

Read about shoot once for every format.

Keep the product secret

Pre-launch shoots often involve confidential products. Agree how footage is stored and shared, who sees drafts, and whether the crew signs a non-disclosure agreement. Plan filming locations where the product will not be seen by the public.

Product details matter

Products are judged by their details: surfaces, materials, screens, packaging, colours. Plan macro shots, controlled lighting and clean surfaces, and check that colours on screen match the real product. Related: product photography: studio or lifestyle.

Languages and markets

For launches across the UAE and the wider region, plan Arabic and English versions — voice-over, subtitles and on-screen text — from the start. More on this: bilingual Arabic-English video.

Common mistakes

• Filming the hero film after the launch date because the product arrived late.
• One long film and no short versions for ads.
• No plan for after the launch, when people want details.
• Showing an unfinished product or wrong colour on screen.

Questions people ask

When should we start planning?

As soon as the launch date and the product are fixed. Pre-launch content needs the product, or a sample, well before the public sees it.

Can we use renders instead of filming the product?

Renders work for products that do not exist yet, but combining them with real footage — people, places, hands using the product — makes the launch feel real.

How we plan launches

At Fat Cat Media we plan launch content as one campaign, film it in coordinated sessions and deliver every format you need. We have produced launches for brands in the UAE since 2012, working directly and with creative agencies. See our commercials and brand films service.