Resources / The first two seconds
The first two seconds
Nobody chose to watch your ad.
By Raunak Singh Bhogal. Published 18 September 2026, updated 26 September 2026.
The short version
Nobody chose to watch your ad. These are opening shots that earn the next eight seconds. Each one is from a film we have made, or a close cousin of one.
Start mid-action
The pan is already hot. No logo, no intro, no build-up.
Suits: food, fitness, anything with heat
Lie about the scale
Open so close nobody knows what it is. Then pull back.
Suits: drinks, skincare, small products
Show the inside
Open on what nobody else can show: the thing taken apart.
Suits: watches, tech, engineering
Start as a drawing
A plan that comes alive. People stay to see it finish.
Suits: real estate, architecture, pre-launch
State the problem, flat
One blunt line and a grey product. The fix is the film.
Suits: services, studios, software
Flood it with colour
The whole frame takes the product's colour in one move.
Suits: flavours, fashion, ranges
Open on motion
- Start mid-action: the pan is already hot
- A fall, a drop, a pour already under way
- A fast push-in that lands on the product
Open on a question
- Lie about the scale: so close nobody knows what it is
- Show the inside: the product taken apart
- Start as a drawing that begins to come alive
Open on a statement
- State the problem, flat, in six words
- A number that sounds wrong
- The product in a colour it should not be
Open on colour
- Flood the frame with the product's colour
- A hard cut between two grounds
- One moving object on a still, flat field
The rule
No logo, no greeting, no build-up. The brand arrives at the end, once they care.
What you get
- Open on motion
- Open on a question
- Open on a statement
Free. PDF.
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