Unboxing is the format Spanish brands buy most, and also the one that gets filmed worst. Most creators open on a sealed parcel and a polite greeting, exactly when the viewer has already left.

The first four seconds

Do not open the box at the start, start with it already open. Begin with the product in hand and one concrete sentence: what it is, who it is for, which doubt it settles. Then go back to the unwrapping if it adds something. Chronological order is comfortable for the person filming and lethal for the person watching.

What actually needs showing

Real size against a familiar object, the weight as you lift it, texture up close, what is included and what is not. That last point prevents returns and brands value it, because one return costs more than the whole video.

Sound before picture

In unboxing sound is everything: paper, tape, the click of a lid. Film somewhere without echo, phone close, no music on top. A video with average picture and good sound gets watched to the end; the reverse does not.

No epic music, no fancy cuts

The more produced it looks, the less it works. Hard cuts, natural light, hands that occasionally hesitate. What would be a flaw in advertising is the proof here that the scene is real.

What Spanish brands ask for

A vertical version, twenty to forty seconds, subtitles in Spanish and a voiceless version they can dub. Deliver that without being asked and the brand comes back. Deliver one horizontal two minute file and it will not.

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Frequently asked questions

Should I start with the box sealed?

No, start with the product in hand.

How long should it be?

Twenty to forty seconds.

Should I add music?

Better not, real sound sells more.

What do I deliver besides the video?

Vertical, with subtitles and a voiceless version.