Ad video script template: make the words match the action
Plan what people see alongside what they hear. Use the script to check the opening, demonstration and next step before filming.
2 original production assignments
Production plans. Verify product facts and proposed copy before filming.
Bottle script with 2 opening lines
Opening A
- Time
- 0–3 seconds
- Picture / action
- Hand lifts the bottle from the surface.
- Spoken line
- Fill it. Take it with you.
- On-screen text / sound
- Own product name. Natural handling sound.
- Approval / edit note
- Choose this opening or B. Confirm the voice pace.
Opening B
- Time
- 0–3 seconds
- Picture / action
- Hand removes the cap in close view.
- Spoken line
- Ready for a refill?
- On-screen text / sound
- Own product name. Cap handling sound.
- Approval / edit note
- Choose this opening or A. Do not play both.
Shared beat 2
- Time
- 3–7 seconds
- Picture / action
- The bottle is filled with its intended method.
- Spoken line
- Make a refill part of your day.
- On-screen text / sound
- Your daily refill. Retain clean filling sound.
- Approval / edit note
- No sustainability or health claim is implied by this action.
Shared beat 3
- Time
- 7–11 seconds
- Picture / action
- Bottle and verified removable cap are shown together.
- Spoken line
- Check the care instructions, then use it again.
- On-screen text / sound
- Care text must match the product owner's approved instructions.
- Approval / edit note
- Revise the line if the actual care method needs more explanation.
Shared beat 4
- Time
- 11–15 seconds
- Picture / action
- Product holds beside own bag with room for a destination.
- Spoken line
- See the bottle on our site.
- On-screen text / sound
- Own brand and actual destination. Music level leaves the words clear.
- Approval / edit note
- Editor adds captions and checks text in each export shape.
Assignment assumptions
Brief: make 2 15-second ads for a refillable water bottle. This plan assumes the cap comes off and the bottle can be washed. Check both with your product owner. Choose opening A or B, then follow the 3 shared beats. We wrote this as a plan, without campaign results.
Team review and variant handoff
- Creative lead approves the product facts and both opening ideas before the shoot.
- Capture each opening separately. Editor builds BOTTLE-A-V1 and BOTTLE-B-V1 from the same shared body and closing shot.
- Compose the shoot for a 9:16 export and check a separate 4:5 version. Reframe your own footage where needed instead of cutting off the product or required copy.
- Compare the openings with the same audience, placement and measurement window. Use your own baseline and decision rule. Record the export version, owner and review date.
Organizer script with 2 opening questions
Opening A
- Time
- 0–4 seconds
- Picture / action
- Organizer hangs open. Hand indicates the compartments.
- Spoken line
- See where everything goes before you leave.
- On-screen text / sound
- Own product name. Quiet room tone.
- Approval / edit note
- Choose this opening or B. Product layout stays fully visible.
Opening B
- Time
- 0–4 seconds
- Picture / action
- Closed organizer enters the frame beside own travel items.
- Spoken line
- What do you pack first?
- On-screen text / sound
- Own product name. Natural handling sound.
- Approval / edit note
- Choose this opening or A. Keep the shared body unchanged.
Shared beat 2
- Time
- 4–10 seconds
- Picture / action
- 3 verified travel items are placed into separate compartments.
- Spoken line
- Put the things you reach for in their own compartments.
- On-screen text / sound
- Keep the packing action visible. Use original handling sound.
- Approval / edit note
- Show only items that fit the actual product.
Shared beat 3
- Time
- 10–15 seconds
- Picture / action
- Close view shows the compartment fastening being used.
- Spoken line
- Close it, then check what is where.
- On-screen text / sound
- A clean detail view. No protective claim.
- Approval / edit note
- Confirm that the line describes the demonstrated action.
Shared beat 4
- Time
- 15–20 seconds
- Picture / action
- Packed organizer holds in a full view beside destination text.
- Spoken line
- Explore the organizer on our site.
- On-screen text / sound
- Own brand and actual destination. Captions remain readable.
- Approval / edit note
- Creative lead reviews the message and product owner checks accuracy.
Assignment assumptions
Brief: make 2 20-second ads for a travel organizer. This plan assumes it hangs open and has separate compartments. Check those features with your product owner. Choose opening A or B, then follow the 3 shared beats. Use your own product, setting, copy and footage. We haven’t measured results for this plan.
Team review and variant handoff
- Product owner confirms the actual compartment layout, hanging method and items the organizer can hold.
- Shoot lead labels the 2 openings separately. Editor builds BAG-A-V1 and BAG-B-V1 with identical packing and closing beats.
- Capture a wide safety take and a close detail take. Check product visibility and text in every intended export shape.
- Have the creative lead review the finished cut before launch. Keep the offer the same when comparing the openings, then review your own test results.
A video script lets the team check what the viewer sees and hears at the same time. Write the action, spoken line and on-screen text beside each beat, then read it aloud at the intended pace.
Blank and completed downloads
Open the CSV files in your spreadsheet app. Read the worksheet in a public Google Doc and make your own copy to edit.
How to write a video script from these examples
Start with the audience question and a product fact you can show. Write an opening, a body that supplies the evidence and a closing that matches the destination. Keep the picture, spoken line, on-screen text and sound cue beside each other rather than drafting narration on its own.
- Write 2 opening options that introduce the same product question through different pictures or lines. In the bottle assignment, compare the lift view with the cap-removal view. Keep the filling demonstration in the shared body and choose one opening per export.
- Read the full opening, shared body and closing aloud while walking through the planned action. If the demonstration needs longer, revise the words or timing together instead of forcing a crowded line over an unrelated shot.
- Review what the opening promises against what the body shows. Capture the required detail and a clean closing hold, then check the actual edit and captions. An opening idea is a proposal to test, not proof that it stops a scroll.
Use it in the production handoff
Use the script to agree on what people see and hear. Each example tries 2 openings with the same demo and close, so the opening is what changes.
- Start with one audience question and a product fact your team can support.
- Write words and action together. Check that the planned picture actually supports the line.
- Choose one opening per edit. Read each completed script aloud and adjust timing before the shoot.
- Keep spoken lines, text and destination consistent with the approved offer. Add captions for your own final video and review the actual edit before trafficking.
Reference a view, then make your own work
These existing ad references help discuss framing and product visibility. The completed production assignments above are original plans, not reconstructions of these advertisers’ scripts or shoots.
- The person brings the product closer to the camera.
- Notice when the product becomes easy to see.
- Ask for a clear close-up of your own product.
Read the notes
A creator holds a product close to the camera.
What to look for: Which observable framing choice belongs in our own brief?
Try this: This is a 6-second silent snippet. Treat it as a limited visual reference, not a complete script or sequence.
Hands show an open card case, then a closed case in a side view.
What to look for: Which observable framing choice belongs in our own brief?
Try this: This is a 6-second silent snippet. Treat it as a limited visual reference, not a complete script or sequence.
Show the work and your role
Build a truthful creator portfolio with your own work and a clear note on what is finished, filmed or still a concept.
Keep the related documents aligned
A storyboard plans the frames, a shot list plans the capture and a script aligns words with action. Keep the same variant IDs and review owners across them.
Bring the reference set to your team
We help you collect ad references on the Infinity Board. Pro lets you save a selected set to a named board and share it with your team on desktop. Keep your script, storyboard and production files in the tools your team uses.
Plan the opening and its review
Planning notes: Align picture, words and approval by beat
Align picture, words and approval by beat
This preview uses the existing bottle script. Timing is a pacing plan for this assignment, not a universal ideal ad duration. Replace assumed product facts and unapproved cues before production.
- Opening · 0–3 seconds
- Picture: bottle lift OR cap opening. Words: the selected opening’s cue.
- Shared action · 3–7 seconds
- Picture: bottle neck and water. Cue: Your daily refill. Confirm the actual filling method.
- Care + close
- Show verified washable parts, then product and destination. Care wording must match real instructions.