The AmplifierMarketing · Chapter 7
Vivek's fintech explainer video
A ninety-second launch video, a social cut and landing-page copy in six weeks. The first time the framework is seen done competently, end to end, by the person who built it.
Planned for release phase 2. The page is complete as a draft; interactive parts run in the browser and do not yet save to an account.
In brief
This case is laid out against the eight steps of the framework. Jump to Step 1 to see how the end state was defined, or to Step 8 to see what integration caught.
Define the End State
An hour alone in a conference room with a notepad. Not metrics — the outcome. "This video should make a thirty-year-old urban professional, who has heard the words international stocks and assumed they were not for her, feel oh, this is actually for me. Confident without being slick. Domestic, not imported. Benefit in the first thirty seconds; the rest earned on personality."
Map the Flow
Phase A: his own list — positioning, script, storyboard, voiceover, animation, cut, landing copy, social copy — sequenced, with dependencies. Phase B: AI names three gaps — a legal review for SEBI rules on describing returns, a competitor benchmark, a pre-launch focus group. Phase C: legal review added (he had not thought it through); benchmark added (positioning blind without it); focus group declined, with a clear reason — overkill for the scope and no room in the timeline.
Assign Tasks
Positioning: human. Script drafts: AI-assisted. Storyboard: human. Voice-artist shortlist: AI generates, he chooses. Animation: human-led with AI inside it. Landing copy: AI generates five, he chooses. Social copy at scale: mostly AI, sampled and approved.
Select the Tool
Scripts — conversational, high context: Claude. Storyboard moodboards — single-shot image generation: Midjourney. Client kickoff call — audio to text: Whisper. Three tools, picked deliberately.
Prepare and Direct
For the first script draft: the brand-voice document, the feature description, the legal disclaimer requirements, the audience profile, a tone reference, and the success criteria written before seeing anything. Briefed in plain language; then Claude asked to refine it into an optimised prompt; one edit (avoid stock-market jargon); the refined version used. "The first draft I got was better than ninety percent of the first drafts I'd ever written by hand."
Execute
Human tasks done; AI directed with the prepared briefs.
Evaluate
Every output against the written criteria: benefit in thirty seconds, disclaimer at the right moment, ninety seconds at reading pace, domestic not imported.
Integrate and Stress-Test
Each piece passed. The assembled video felt slightly cold. Not a small fix — a structural problem, traced to Step 1: "confident but not slick" had been too abstract. Rewritten as "warm, conversational, the way an older sibling would explain a new investment idea to you, not the way a banker would". Voiceover re-briefed, three script lines softened, music brief redone. Two-day fix. Shipped end of week six; conversions beat the client target by sixty percent in month one.