Evenkeel is a product we invented to show our style: it doesn't exist, it isn't in any app store and it isn't a client. Here's the brief, the idea behind the video and the decisions that shaped it.
Evenkeel · Sample brand
A sample project: we invented this product and its brand to show how we work. Client work appears only with the client's permission.
Evenkeel is a sample project. We created the brand, the app interface and the product brief ourselves, to show what a product video for a mobile app looks like, made for the App Store and social feeds.
The product: an app for splitting expenses in a group — trips, roommates, nights out. Snap the receipt, it splits itself, and at the end it suggests the fewest payments to get everyone even. The name comes from "on an even keel": balanced, no tension. The audience: people aged 20 to 35 in the US.
The tone: playful and warm, like a group of friends. Very short sentences, casual American English, no banking language. And one rule from the brief: the video never makes fun of whoever owes money; the friendly reminder comes from the app.
Everyone has been in this group chat. The video opens, in grays, on a lake weekend: photos of crumpled receipts, "who paid for gas??", "I'll pay you back", a note full of crossed-out math ("Sam owes 42.50? or 37?"), and arrows of who owes whom tangling into a knot.
Then the phone, and color. A receipt gets snapped and split by item, so nobody pays for someone else's burger. The balance shows what you're owed. "Settle up" turns nine crossed IOUs into three payments, and the screen reads "All settled up." The closing line: "Split anything. Stay friends."
Format: 9:16 vertical, so the same file works as an App Store preview and on Reels, TikTok and Stories. The important parts sit in the safe zone those placements share, so captions and buttons don't cover them.
Inside the phone: the whole product part lives in a phone frame.
Pacing: short. A vertical video competes with a thumb that's about to scroll, so the hook is a scene everyone recognizes and the product shows up quickly.
Voice: an American English voice, picked by ear from three candidates. The script was rewritten the day it was approved so it would sound like a friend telling the story, not like an ad.
No third-party brands: no payment apps by name ("I'll pay you back" instead), no banks, invented shops on the receipts and no real app store badges on screen. Every claim in the script comes from the product brief.
If you have a mobile app, the store preview is often the first moving image of your product anyone sees. The same approach works for any app: a moment from your users' lives they recognize instantly, then your real screens solving it, cut to each store's specs and to the vertical formats used on social.
For a client, we'd start from your store listing or website and a test account or screenshots, and you'd get the full video, up to 60 seconds, 24 hours after the deposit, with three rounds of revisions. If you sell in several countries, each language gets its own native voice: see multilingual product videos. More on the cost.
Want to see it with your own app first? Ask for a free teaser: 10–15 seconds with your brand and your interface.
Send us your website and we'll make a free 10–15 second teaser with your brand and interface. No payment, no commitment.