# Sparkling Creatine -- V3 Video Briefs (8 Concepts)

Generated: 2026-03-21 | For: Video editor
All videos 9:16 vertical native. Subtitle everything (muted autoplay, mobile-first India).

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## Video 1 -- Behavioral Interrupt (Brain Fog)

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text on screen: "Scrolling at 3pm? Your brain just ran out of fuel." Direct eye contact with camera. |
| Narrative arc | Problem > Education > Solution > CTA (problem-solution-proof, per video playbook arc #1) |
| Shots needed | 1) Woman at desk, 3pm afternoon light, tired face. 2) Text overlay: "Your brain uses creatine as cellular fuel." 3) Hand tears SETU sachet, pours into glass, fizz close-up. 4) Sips, returns to work with energy. 5) End card: stat + CTA. |
| Duration | 30s |
| CTA | "16 clinical trials. Women respond 2.5x more. Try it for INR 40/day." |
| Production style | UGC creator (Hinglish-friendly), phone + ring light. Per video playbook: UGC creator style, Rs 5-15K per creator. |
| ICP | C4 Energy-Depleted Pro |

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## Video 2 -- Founder Origin Story

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Nihaal to camera: "I built SETU because I was tired of supplements that don't work." |
| Narrative arc | Founder origin > Insight > What we built > Try it (per video playbook arc #3) |
| Shots needed | 1) Nihaal talking head, casual setting. 2) B-roll: lab footage or ingredient sourcing. 3) Nihaal holding sachet: "Why 3 ingredients, not 1. Why sparkling, not powder." 4) Product demo: tear, fizz, sip. 5) End card with price + CTA. |
| Duration | 45-60s |
| CTA | "See what's inside. INR 40/day." |
| Production style | Founder talking head, phone + ring light. Authentic, not polished. Per video playbook: builds trust, weekly content cadence. |
| ICP | All (top-of-funnel brand building) |

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## Video 3 -- Compare + Contrast (Old Way vs SETU Way)

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Side-by-side: Left hand scoops chalky powder into shaker (mess, clumps). Right hand tears SETU sachet. |
| Narrative arc | Old way vs new way > Format reveal > Ingredient story > CTA (per video playbook arc #6) |
| Shots needed | 1) Split-screen: powder mess vs clean sachet tear. 2) Shaker shaking (effort) vs pour into glass (fizz, effortless). 3) Text overlay: "1 ingredient vs 3. Bloat vs zero bloat. Loading phase vs none." 4) Sip the sparkling drink. 5) End card: "The reason you quit creatine? We dissolved it." |
| Duration | 20s |
| CTA | "Make the switch. INR 40/day." |
| Production style | Professional product demo, close-up shots. Per video playbook: medium budget, hero ad quality. |
| ICP | C2 Gym Regular |

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## Video 4 -- 10-Second Routine Integration

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text: "My 10-second performance ritual." Hand reaches for SETU sachet on bedside table / kitchen counter. |
| Narrative arc | Routine integration (per video playbook arc #4): Wake > tear > mix > sip > go |
| Shots needed | 1) Morning light, hand grabs sachet. 2) Tear sachet (ASMR-quality sound). 3) Pour into glass of water, fizz close-up. 4) Sip while getting ready (gym bag, laptop bag, kitchen). 5) Walk out the door. Text: "Pop. Fizz. Sip. Done." |
| Duration | 15s |
| CTA | "Your daily creatine in 10 seconds. Link in bio." |
| Production style | Cinematic lifestyle, focus on ASMR fizz moment. Quick cuts, energetic edit. |
| ICP | C3 Active Performer, C1 Tone Seeker |

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## Video 5 -- Day-by-Day Timeline

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text: "What happens when you take creatine for 30 days." Person opens first sachet. |
| Narrative arc | Day-by-day timeline (per video playbook arc #2): Day 1 > 7 > 14 > 30 with visual markers |
| Shots needed | 1) Day 1: "Hydration boost. Zero bloat." Person drinks, looks surprised at taste. 2) Day 7: "Endurance building." Person running/working out with more energy. 3) Day 14: "Strength gains starting." Person lifting / holding plank / focused at work. 4) Day 30: "Visible results + clearer thinking." Person looking strong, confident, productive. 5) End card: progress markers recap + CTA. |
| Duration | 30s |
| CTA | "Start your 30-day journey. INR 40/day." |
| Production style | UGC diary format. Same person across all 4 milestones. Natural progression feel. |
| ICP | C1 Tone Seeker, C5 Midlife Muscle Keeper |

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## Video 6 -- Myth-Busting Rapid Fire

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text on screen: "3 creatine myths that need to die." Person shakes head at camera. |
| Narrative arc | Myth > Truth > Evidence per myth, rapid-fire format (per organic playbook: myth-bust carousel adapted to video) |
| Shots needed | 1) "Myth: Creatine makes women bulky." Cut to: "Truth: It builds lean muscle. Women show 2.5x greater cognitive benefit." 2) "Myth: You need 5g and a loading phase." Cut to: "Truth: 2g HCL. No loading. 40x more soluble." 3) "Myth: Creatine is only for bodybuilders." Cut to: "Truth: Your brain uses it as fuel. 16 clinical trials." 4) Product reveal: sparkling sachet. 5) End card with stats. |
| Duration | 25s |
| CTA | "Save this. Share it with someone who needs to hear it." |
| Production style | Fast cuts, bold text overlays, talking head between myths. High energy, Instagram Reels native. |
| ICP | C1 Tone Seeker, C4 Energy-Depleted Pro |

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## Video 7 -- UGC Compilation (3 Customers)

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text: "What our customers are saying about sparkling creatine." First customer starts talking. |
| Narrative arc | UGC compilation (per video playbook arc #5): 3 customers, diverse, 8s each, same product |
| Shots needed | 1) Customer A (25-30 F, Tone Seeker): "I was scared it would make me bulky. It didn't. I feel toned and my brain fog cleared." (8s) 2) Customer B (28 M, Gym Regular): "I switched from monohydrate. Zero bloat. And it actually tastes good." (8s) 3) Customer C (42 F, Midlife Muscle): "I didn't know creatine was for me. Now it's the one thing I do for myself every morning." (8s) 4) Product montage: 3 sachets being torn, fizz shots. 5) End card. |
| Duration | 30s |
| CTA | "Join them. INR 40/day. Link in bio." |
| Production style | UGC submissions. Phone-filmed, natural lighting. Diverse faces, real locations (home, gym, kitchen). Per video playbook: low-medium budget, highest authenticity. |
| ICP | All |

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## Video 8 -- Ingredient Deep-Dive (Science Explainer)

| Field | Detail |
|-------|--------|
| Hook (0-3s) | Text: "Why this creatine has 3 ingredients where every other brand has 1." Sachet held up to camera. |
| Narrative arc | Founder/ingredient deep-dive (per video playbook arc adapted from ad-copy #5: founder story + ingredient) |
| Shots needed | 1) Nihaal or voiceover: "Creatine HCL. 40x more soluble than monohydrate. That's why no bloat." (Sachet dissolving in water visual.) 2) "Beetroot Extract. Nitric oxide for blood flow and oxygen delivery." (Red ingredient visual.) 3) "L-Carnitine. Combined with creatine, it activates mTOR -- the master switch for muscle repair. Neither works alone." (Diagram overlay.) 4) "That's why SETU uses 3. Not 1." Product hero shot. 5) End card: INR 40/day. |
| Duration | 40s |
| CTA | "See the full ingredient breakdown. Link in bio." |
| Production style | Mix of talking head + ingredient visuals + simple motion graphics for mTOR diagram. Medium budget. |
| ICP | C2 Gym Regular |

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## Production Rules (from video playbook)

| Rule | Detail |
|------|--------|
| Orientation | 9:16 vertical native only (90% India Meta inventory is vertical) |
| Subtitles | Every video, always (muted autoplay, public transport viewing) |
| Sachet visibility | Show sachet tear within first 10 seconds (format is differentiator) |
| Price framing | End with per-day price (INR 40/day), not monthly |
| One message per video | Don't stack creatine + sleep + skin in one video |
| Hook window | 3 seconds to hook or lose them |