Kit 01
The Launch Workback.
Work backwards from the date, not forwards from today. Every step below is a thing that has to be finished, not started.
D-15
Creative direction
The feeling is decided and written down in one sentence. Not a mood board, a sentence. Everything after this is measured against it, which is the only reason the later arguments end.
Locked
Nothing has been produced
D-12
Script
Written to final, not to draft. The seven to twelve day production clock starts the moment this is signed off, so a script that is still moving is a date that is still moving.
Final
The clock starts here
D-10
Production
Direction, edit, sound. Product UI is composited from real screens. If an interface in the film does not exist yet, that gets said now rather than discovered in the grade.
Running
Two rounds of notes
D-3
Finish and sound
Hero cut locked. The platform cutdowns are built alongside it rather than after it, because X, LinkedIn and Instagram are three different films and cropping one into three is how a launch gets thin.
In queue
Every surface, together
D-0
The date
Launch day is an upload, not a production. If anything is still being made today, the workback failed somewhere around D-10 and nobody said so.
Crosshair
Upload, do not produce
D+1
The twenty-four hours
The first day is where a launch is won. Somebody is watching replies, and the second surface goes up on the strength of what the first one did.
Measured
See the checklist
Bringing a script? Drop the first four rows and start at D-12; the clock is seven to twelve days from there. Starting from nothing? Fifteen days is the number we hold ourselves to, and it has been done.