# Unboxing — Format

> Product unboxing content. ASMR-detailed reveal of physical product. Powerful for tactile/premium products.

## Format basics

- Length: 30s - 5min (sweet spot 60-90s)
- Aspect: 16:9 or 9:16
- Close-up detail focused
- Sound design important (ASMR elements)
- Product packaging celebrated

## Structure

```
0-5s    BUILD-UP / ARRIVAL
        Box / package shown
        Anticipation

5-20s   OUTER REVEAL
        Box opening
        Inner packaging
        Detail shots

20-50s  PRODUCT REVEAL
        Product itself
        Tactile examination
        Multiple angles

50-70s  ACCESSORIES / DETAILS
        Included items
        Documentation
        Brand touches

70-85s  USAGE / RESULT
        Product in action
        Result quick

85-90s  BRAND + CTA
        Logo
        Purchase info
```

## Sample 90s unboxing

```
TITLE: "Karavan Subscription Box — Unboxing"

[Vertical 9:16, top-down or hands-only frame, soft natural light]

INT. KITCHEN COUNTER (0-5s)

A KARAVAN box sits on wooden counter. Pristine.
Sound: silence except subtle ambient.

ON SCREEN TEXT: "Karavan Coffee Subscription"
"Monthly delivery — Bag 1 of 3"

HANDS appear. Reach for the box. Soft cardboard sound.

(5-15s)

CLOSE-UP: Hands lift the lid. Tissue paper inside.
Sound: paper rustle (ASMR).

The Karavan logo embossed on the inner card visible.

(15-30s)

CLOSE-UP: Card removed. Three coffee bags revealed in a neat row.
Each bag deep-color (navy, gold, cream).

V.O. (calm)
This month: Atlas, Summit, Orient.

(30-50s)

INDIVIDUAL DETAIL SHOTS:
- 'Atlas' bag rotated, label readable
- Roast date printed: "Roasted 12 days ago"
- 'Summit' bag, similar treatment
- 'Orient' bag (decaf)

V.O.
Three single-origin blends. Each from a different farm.
Each roasted within 14 days of shipping.

(50-65s)

CLOSE-UP: A small card removed from box. Tasting notes printed.

"Atlas — Ethiopian + Brazilian. Stone fruit, dark chocolate."
"Summit — Single-origin Colombian. Caramel, cherry."
"Orient — Decaf Sumatran. Earthy, cedar."

V.O.
And tasting notes for each.

(65-80s)

CUT: Hands open Atlas bag. Beans pour into grinder.
Sound: beans falling, grinder whirring.

CUT: Steam rising from cup.

V.O.
You start brewing the day it arrives.

(80-90s)

WIDE SHOT: All three bags + brewed cup on counter.

V.O.
89 manat per month. Cancel anytime.

KARAVAN LOGO + URL: karavan.az

ON SCREEN: "Subscribe at karavan.az"
```

## Key principles

### Sound design
- Tactile sounds (paper, cardboard, opening)
- ASMR appeal
- Minimal music or no music
- Let sounds breathe
- Quiet ambience

### Detail close-ups
- Multiple angles of product
- Texture visible
- Quality demonstrated
- Brand finishes celebrated

### Pacing
- Slower than typical ads
- Anticipation built
- Reveal moments earned
- Don't rush through unboxing

### Premium aesthetic
- Soft natural light
- Wooden / textured surfaces
- Hands well-manicured
- Product hero quality

### Restraint
- Minimal voice-over
- Let visuals carry
- Quiet confidence
- Not selling, presenting

## Sub-types

### Subscription box
- Multiple items revealed
- Theme/curation visible
- Card with explanations

### Tech unboxing
- Device + accessories
- Setup hints
- Build quality assessment

### Beauty unboxing
- Multiple products
- Color/texture showcase
- Inner packaging detail

### Luxury unboxing
- Maximum production value
- Branding moments
- Materials premium
- Hand presentation

### Edible unboxing
- Food revealed
- Tasting moment
- Senses (smell suggested)

## Best practices

### Hands matter
- Manicured
- Steady
- Slow movements
- Camera-friendly

### Light setup
- Soft, directional
- Multiple sources
- No harsh shadows
- Showcase materials

### Surface
- Texture (wood, marble, linen)
- Clean
- Brand-appropriate

### Camera
- Top-down or 3/4 angle
- Stable (tripod)
- Macro for details
- 1:1 or 9:16 framing

## Common mistakes

- Talking too much (kills ASMR vibe)
- Rushing through reveal
- Poor lighting
- Cluttered surface
- Background distraction
- Loud music

## When to use

- Premium products
- Subscription boxes
- New product launches
- Holiday gift content
- Influencer partnerships
- Tactile/beautiful products
- ASMR-friendly
