# 60s Brand Film — Format

> Cinematic 60-second brand storytelling. Less direct sell, more emotional resonance. Premium production.

## Format basics

- Length: 60 seconds
- Aspect: 16:9 or 9:16
- Cinematic production value
- Story-driven
- Brand often subtle until end
- Music essential

## Structure (Story-driven)

```
0-3s    HOOK / SCENE OPENING
        Visual atmosphere
        Character introduced

3-15s   SETUP
        World established
        Character/situation
        Tension hint

15-35s  JOURNEY
        Character experiences
        Emotional beats
        Visual storytelling

35-50s  RESONANCE
        Emotional peak
        Brand connection (subtle)
        Insight moment

50-58s  PRODUCT / BRAND CONTEXT
        Brand naturally integrated
        Product visible
        Tagline

58-60s  LOGO / SIGN-OFF
        Brand mark
        Final image
```

## Sample 60s brand film

```
TITLE: "Karavan — 60s Brand Film: 'What You Carry'"

EXT. BAKU CITY STREETS - DAWN (0-3s)

A long lens follows YOUNG WOMAN (28) running through empty cobblestone
streets. Breath visible in cool morning air. Determined.

V.O. (intimate, female)
We don't ask for the easy day.

CUT TO:

INT. APARTMENT KITCHEN - SAME TIME (3-15s)

ELDERLY MAN (70), alone, methodically grinds coffee beans by hand.
Each movement deliberate, almost meditative. Sunrise through window.
He smells the grounds. Smiles.

V.O.
We ask for the day that asks for us.

CUT TO:

EXT. CONSTRUCTION SITE - MORNING (15-25s)

WORKER (45), takes a sip from a steel thermos. Looks at the half-built
building rising around him. Exhales. Picks up his tools.

CUT TO:

INT. ARTIST STUDIO - DAY (25-35s)

WOMAN PAINTER (40), stares at blank canvas. Coffee on stool beside her.
She picks up the brush. The first stroke. Color blooms.

V.O.
Some days you climb.

CUT TO:

INT. HOSPITAL CORRIDOR - DAY (35-45s)

DOCTOR (35), exhausted, reaches a moment of pause. Holds her coffee
cup with both hands. Closes her eyes. Steadies.

V.O.
Some days you carry others.

CUT TO:

EXT. CITY ROOFTOP - GOLDEN HOUR (45-55s)

The runner from the opening reaches the top. Catches her breath.
Looks out over Baku. Smiles. Sips from a Karavan thermos.

V.O.
Either way, you carry yourself.

CUT TO LOGO (55-60s):

The Karavan logo materializes — clean gold against dark navy.

V.O.
Karavan. The fuel for what you carry.

karavan.az appears below logo.

FADE OUT.
```

## Key principles

### Story arc in 60s
- Establish character/world (10s)
- Build emotional journey (30s)
- Resolve to insight (10s)
- Brand sign-off (10s)

### Visual storytelling
- Show, don't tell
- Trust the image
- Music carries emotion
- Voice-over as guide, not crutch

### Brand integration
- Product appears naturally
- Brand connects to journey
- Tagline lands at peak
- Don't oversell

### Multiple character vignettes
- Common in brand films
- Different people, same insight
- Universal but specific

### Voice-over voice
- Singular voice (one narrator)
- Calm, considered
- Not selling, observing
- Matches brand tone

## Music

Music is HALF the impact:
- Builds throughout
- Crescendo at emotional peak
- Custom or licensed (think theme)
- Match cuts to beats

## Production value

60s brand films have movie-quality production:
- Cinematic lighting
- Beautiful locations
- Professional talent
- Strong direction

## Common mistakes

- Brand too prominent throughout (feels salesy)
- Brand too absent (which company was this?)
- Multiple competing messages
- Generic stock-feel
- VO over-explaining
- Music too on-the-nose
- Length not earned (filler shots)

## Pairs well with

- Bumper ads (6s reminders)
- Outdoor / print campaign
- Brand campaign launch
- Anniversary moments
- Cause marketing
