Creative Brief

Final direction

Plain, confident and specific, written the way an engineer talks to an engineer.

• Short, active sentences of about 8 to 12 words. Numbers instead of adjectives.
• On-screen text is 2 to 6 words, sentence case, one idea per screen, and readable with the sound off.
• No hype words. Every claim on screen has a source behind it.
• Type: Montserrat for on-screen headlines, Roboto for supporting text and labels.

Final direction

A female voice with a lower register: calm, authoritative, General American.

• Sounds like a trusted colleague, not an announcer. About 140 to 150 words per minute.
• Slightly lower and slower in the problem, brighter and more assured once SWAB-E appears.
• We send two or three auditions reading the script, and you pick the voice.
• French and German versions are subtitled. A native voice-over is an optional add-on.

Decision needed French and German: subtitles only, or add native voice-over?

Final direction

Swabbot's official palette, with color used to tell the story.

• Red has two jobs. In the problem it marks risk and residue, and it leaves when SWAB-E arrives. On SWAB-E itself, red appears only on the parts that are red on the real robot, so the video matches its existing color coding.
• Blue belongs to SWAB-E and everything it does.
• Green means clean and validated.
• Balanced and uncluttered: color guides the eye, and it matches the color coding already on the robot.

Final direction

Semi-flat vector with minimal shading.

• Clean geometric shapes with rounded corners that echo the SwabBot wordmark.
• At most one light and one shadow tone per surface. No heavy gradients, grain or outlines on every edge.
• Vessels, manways, agitators and the Tank Access System drawn from your CAD and real references: simplified, never wrong.
• People are simple, faceless figures in correct cleanroom gear (gown, hood, gloves).

Final direction

Three background types, each tied to a part of the story.

• Plant context in low-contrast greys for the problem.
• Clean light field with a faint engineering grid for explanation, data and proof.
• Dark blue studio for the 3D hero shots.

Final direction

Minimal and clean, because cleanliness is the product.

• Fine brushed-stainless grain on vessel exteriors.
• Soft highlight streaks on polished interiors.
• A very light film grain over every frame to blend 2D and 3D.
• Soft contact shadows to ground objects. No grunge or paper texture.

Final direction

Engineered motion: precise, controlled and repeatable, like the machine.

• Smooth ease-in and ease-out moves that settle cleanly. No bounce or wobble.
• Consistent transition timing of about half a second.
• Match cuts between 2D and 3D, for example the 2D vessel becoming the 3D cutaway.
• SWAB-E always moves at its real speed.

Final direction

Stylized product-render 3D of SWAB-E, built from your CAD, wherever the robot is on screen.

• True materials and soft studio light, stylized rather than photoreal.
• Used for the hero reveal, mounting on the manway, the swab path, contact with the vessel, and the end card.
• Shares the palette, camera angles and grain with the 2D, with flat 2D labels drawn over it.
• The model is built once and reused for stills, the short versions and the sales deep dive.

Decision needed The script uses about 35% 3D. Option C plans up to 30%. Keep 35%, or bring it back to 30%?

Final direction

Modern, minimal and pulse-driven: light electronic with piano or plucked synths.

• Sparse and slightly tense in the problem, opening up when SWAB-E appears.
• A steady tempo of about 100 to 110 BPM that the edit can lock to.
• Clean edit points for the short versions, and a seamless loop for the trade-show screen.
• We send two or three licensed options to choose from.

Final direction

Moderate and designed: a clean layer that supports the picture.

• Quiet, precise servo and actuator sounds for SWAB-E.
• Soft clicks for text and callouts, and a gentle chime for green checkmarks.
• Low room tone in the plant scenes.
• About 15 to 25 sounds in the full-length video, mixed under the voice. The video still works with the sound off.