# Before-After — Format

> Transformation reveal. 15-60s. Visual contrast. Strong reveal moment.

## Format basics

- Length: 15-60 seconds
- Aspect: 9:16 vertical
- Before vs After contrast
- Visual transformation focused
- Single reveal moment

## Structure

```
0-3s    BEFORE STATE
        Show the "before"
        Establish problem/state

3-30s   PROCESS / JOURNEY
        How transformation happened
        Quick cuts of progress

30-50s  REVEAL
        The "after"
        Big visual contrast
        Emotional moment

50-60s  CTA
        How to / link / follow
```

## Sample 45s before-after

```
"From empty room to my dream coffee shop in 3 months"

0-3s: BEFORE
Empty raw retail space. Concrete floor. Bare walls.
Text: "Empty space → Karavan Coffee Shop"

3-15s: PROGRESS PHASE 1
Quick cuts (soundtrack building):
- Painting walls
- Tile installation
- Wiring
- Counter being built

15-30s: PROGRESS PHASE 2
- Coffee equipment arriving (boxes opened)
- Espresso machine installed
- Furniture moved in
- Final touches

30-45s: REVEAL (the AFTER)
Grand reveal pull-back:
The finished coffee shop. Customers inside. Warm lighting.
Brand sign on door. Beautiful interior.
Music swells.

45-55s: MOMENT
First customer being served. Smile.
"Three months. One dream."

55-60s: CTA
"Now serving on Bakı küçəsi. Come find us."
Logo + address.
```

## Key principles

### Strong before
- Make "before" feel really empty/bad/wanting
- Audience must want change

### Visual journey
- Show the work
- Multiple stages
- Soundtrack carries energy

### Big reveal
- Build anticipation
- Pull-back shot or dramatic cut
- Emotional payoff

### Time compression
- Visual time-lapse
- Quick cuts show progress
- Days/weeks/months in seconds

## Sub-types

### Renovation / Build
"Empty room → finished space"

### Transformation
"My garden in 30 days"

### Personal
"My fitness journey"

### Product
"Raw beans → finished bag"

### Skill development
"Learning to make latte art (week 1 vs week 8)"

### Restoration
"Old furniture → restored"

## When to use

- Project documentation
- Process showcase
- Brand journey
- Personal transformation
- Inspirational content
- Tutorials with results

## Common mistakes

- Weak before (audience doesn't care)
- Process too rushed (no narrative)
- Reveal underwhelming
- No music build
- Forgetting CTA

## Time-lapse / quick cuts technique

For process montage:
- 1-2 second clips per stage
- Match cuts to music beats
- Show specific moments (not generic time-lapse)
- Increase pace toward reveal
