Hook Title in the Spoken Language

If the voiceover is English, the hook title is English. The first three seconds carry one big hook title in the spoken language, unless on-screen text is turned off. For Hearth Bakery the spoken line is that they close at four, so the title says that same fact in English, in the upper-middle, and nowhere else. The picture is a cartoon or a paper-cutout on one wooden board, one idea, at most one arrow, and no blank grey strip. A cartoon figure is not a real person and is not a photo of a customer. Approve the stills before anything moves. A title in a second language, a blank grey strip, or a second policy is enough to discard the still. Write the English sentence that they close at four, draw the counter on one wooden board, place one English hook in the upper-middle, and approve that still before the paper moves. The first three seconds show the hook on the board while the narrator says the bakery closes at four. One narrator, fifteen to forty-five seconds. The figure stays a drawing, and a realistic voice is labeled as AI.

Match the language of the voice

The narrator speaks English, so the hook title is English. A title in another language splits the first three seconds into two messages. The words of the title are the point of the reel: the bakery closes at four. If on-screen text is off, there is no title, and that same English sentence has to land in the voice alone. Set the voice and the title to the same English fact before you draw a single shape. The opening three seconds show one big English hook while the narrator says they close at four. A title in another language is a reject. If on-screen text is off, those same seconds still have to say the hour in the voice alone.

One board, one idea

Draw the counter on one wooden board. Do not add a blank grey strip, a second room, or a second policy. At most one arrow may point at the door. The figure, if you use one, is an original paper shape, not a photograph of a customer and not a real person. Four beats can follow, and they all serve the closing time. One board, then one idea, then at most one arrow toward the door. The first three seconds show the wooden counter and the English hook while the narrator says the bakery closes at four. A blank grey strip, a second room, or a photograph of a customer is the frame you reject before posting.

Approve the frames first

A worked example

Hearth Bakery's English voiceover says they close at four. The first three seconds show one big English hook with that fact, upper-middle, on a cartoon counter drawn on one wooden board. There is no second language, no grey strip, and at most one arrow. On-screen text off would remove the title and leave the spoken sentence. The stills are approved before motion. The workable cut runs from the English sentence, to the wooden board, to the upper-middle hook, to a still approval. The first three seconds show that English hook on the cartoon counter while the narrator says they close at four. Anything with a second language or a grey strip is refused before posting. The figure remains a drawing.

Before you post

• The hook language matches the voiceover.
• The board has no grey strip.
• The reel carries one idea.

Where Scro fits

Scro draws this as a cartoon or a paper-cutout on one wooden board and keeps one idea. The first 3 seconds show one big hook title in the spoken language, unless on-screen text is off. Use at most one arrow, leave no blank grey strip, and approve the stills before motion. Stills get approved, the board keeps one idea, and only then does the paper move. The first three seconds show one big hook in the spoken language while the narrator says the bakery closes at four. A grey strip or a second language is the reject. If the voice sounds real, the caption says it is AI.

Match the hook to the voice. Finished samples are on the examples page.

Related: Show the Product before Hello.