FETHYR — Promotional Video Creative Brief

1. Project Overview FETHYR is a creator-first social and live entertainment platform focused on music, artists, fans, and real connection. For this paid test, we want to create a short promotional video that introduces the feeling and identity of FETHYR rather than explaining the app's features. This is a creative test. We want to see how you interpret the FETHYR vision and transform the actual FETHYR experience into a compelling piece of social content. 2. Video Requirements Length: 15–30 seconds Format: Vertical 9:16 Primary platforms: TikTok and Instagram Reels Secondary platform: YouTube Shorts Tone: Energetic, clean, modern, music-focused Style: Natural and engaging for social media 3. Core Message The viewer should come away with a simple understanding: FETHYR brings artists and fans closer through music, live moments, and real connection. We want people to feel like FETHYR is a place where they can experience music more directly and feel closer to the artists they care about. The video should create curiosity and make someone want to learn more about FETHYR. 4. What We Want People to Feel The emotional experience is more important than explaining individual features. Aim for feelings such as: Connection → Excitement → Curiosity → Belonging The viewer should feel that FETHYR is something new, social, music-driven, and centered around the relationship between artists and fans. 5. Creative Direction We want the video to feel: Modern Energetic Authentic Music-driven Emotional without being overly dramatic Social-media native Visually polished Distinctive Think music/entertainment brand, not corporate software advertisement. The editor should have creative freedom with: Pacing Music synchronization Transitions Typography Motion Visual rhythm Storytelling Color treatment We want the editor's creative judgment to be visible in the final result. 6. What We Do NOT Want This should not be: A feature-by-feature app walkthrough A tutorial A technical product demonstration A corporate-style commercial A generic "startup app" advertisement Overloaded with transitions or visual effects Dependent on excessive templates We don't need to explain every feature. Sell the feeling first. 7. FETHYR App Access & Brand Asset For this test, we intentionally want to give the editor freedom to explore the actual FETHYR experience rather than providing a fixed set of screenshots or pre-recorded footage. We will provide: FETHYR test account Access to the FETHYR test app FETHYR logo Basic brand information needed for the video The editor can freely explore the app, understand the experience, and identify the screens, interactions, and moments that they believe would work best for the promo. You are encouraged to capture or record the app experience yourself based on your creative approach. We want to see what you discover and how you interpret the product, rather than giving you a predetermined storyboard. 8. Creative Interpretation We don't have a fixed storyboard that must be followed. Instead, we want to see how you interpret the concept: Artist + Music + Fan + Live Experience + Connection You may determine the best sequence, pacing, transitions, typography, and visual treatment based on your professional experience. After exploring the app, if you see a better creative direction than what we've described, we're open to your ideas. 9. Success Criteria The test will primarily help us evaluate: How well you understand the FETHYR concept How effectively you explore and use the actual app experience Your ability to create emotion from the product Music selection and synchronization Social-media pacing Visual storytelling Typography and motion design Creative judgment Ability to make an emerging brand feel polished and memorable Ability to create something distinctive without overusing effects The most important question is: Does this make someone curious about FETHYR and interested in being part of the experience? 10. Potential Next Step If the paid test is successful and we feel the creative style is a good match, we'd like to discuss an initial package of approximately 3–5 additional short-form promotional videos. Those videos may explore different aspects of the FETHYR brand and audience while maintaining a consistent visual identity.