# Performance creative brief — JBL Flip 7

## Assignment

One professional 18-second vertical Spanish ad for JBL Flip 7, Blue, as the second of two tests for different real products. The companion is Logitech Pebble Keys 2. They are separate product campaigns, not a controlled A/B experiment. The user requested creation now with more dynamic, reactive movement and clearer messaging.

## Commercial direction

| Field | Brief |
| --- | --- |
| Audience hypothesis | People who bring music to outdoor meetups and everyday plans |
| Situation | Heading out and wanting portable music with resistance to environmental exposure |
| Single message | Tu música va contigo. |
| Creative hook | Dale play al plan. |
| Product role | Portable Bluetooth speaker; show the same blue Flip 7 throughout |
| Supporting evidence | JBL specifies IP68 water/dust resistance; lab conditions: freshwater up to 1.5 m for up to 30 min |
| Action | Visit product page: Conoce JBL Flip 7 |
| Placement | Proposed social vertical video, 1080×1920, 30fps, 18 sec |
| Offer | Discovery. No price/discount/availability promise |
| Delivery | Silent-first motion prototype. Any graphic rhythm is an editorial music visualization, not a recording or measurement of the speaker's output |

## Storyboard

| Time | Copy | Visual cause and response |
| --- | --- | --- |
| 0–3s | Dale play / al plan. | Product visible from opening. A clear editorial play control compresses once; an expanding pulse begins at that moment. Bold kinetic headline lands then holds. |
| 3–6s | Tu música / va contigo. | A repeatable rhythm drives graphic rings and small product motion. Keep the speaker physically consistent; avoid inflating, bending, or implying moving fabric. |
| 6–12s | Agua y polvo. / Resistencia IP68. | Sound pulse becomes an environmental sweep. Stylized water droplets and dust marks pass around the speaker in distinct staged beats; keep branding and product visible. This illustrates a documented feature, not a filmed test. Readable small line: “IP68. Consulta condiciones de uso.” |
| 12–15s | JBL Flip 7 | Environmental marks clear; the product settles into a confident hero composition with a final timed pulse. Preserve continuity, avoid changing product color or orientation by a fake 3D morph. |
| 15–18s | Tu música va contigo. / Conoce JBL Flip 7 | Calm, legible closing hold on the same hero, product name, and CTA. |

## Art / motion system

Blue product, deep ink, electric blue, warm white, controlled orange accent inspired by product detailing. Strong readable sans-serif typography. The bright field changes with the beat deliberately, without full-screen flashing. A single visible speaker remains the anchor. Use transparent official imagery, a stable shadow and purposeful plane translation/rotation, crisp shape masks, keyed pulse rings, and deterministic droplet paths.

Use a main transition at a time. Let the viewer read a message before the next action. A pulse begins because play is pressed; environmental graphics follow a deliberate sequence. Avoid default crossfaded slides, ornamental movement unrelated to the benefit, overlapping headlines, or extensive specification lists. No fake sound-wave measurement or unlimited-waterproof claim. The IP68 qualifier is visible, while detailed lab conditions live in the brief/review notes.

Safe text area should work at 360×640 preview. Avoid placing the closing CTA under app bottom overlays. Source photographs already depict a particular angle; use CSS transforms honestly as flat-image motion, not a claimed photorealistic rotation.

## Measurement proposal

Test against an existing creative for the same Flip 7 product under comparable audience, placement, budget, attribution and landing-page conditions. Track early retention, outbound click-through, landing visits and purchases/CPA when available. Check whether viewers understand the portability/resistance story. Define the sample size and platform metric meanings before judging performance. Do not compare raw sales metrics against the keyboard ad as if only the creative differed.

## Verified source record

Researched September 28, 2026. Independent speculative concept; not an official JBL campaign.

- Official product and IP68 conditions: https://www.jbl.com/JBLFLIP7BLUAM.html
- Large retailer: https://www.bestbuy.com/product/jbl-flip-7-portable-waterproof-and-drop-proof-speaker-blue/6611483
- Official quick guide: https://www.jbl.com/on/demandware.static/-/Sites-masterCatalog_Harman/default/dw47df02a2/pdfs/PA_JBL_Flip%207_QSG_Global_SOP_V9_online.pdf
- `assets/hero.png`: https://www.jbl.com/dw/image/v2/BFND_PRD/on/demandware.static/-/Sites-masterCatalog_Harman/default/dwad0b22ea/JBL_FLIP_7_HERO_BLUE_079_x1.png?sh=1600&sw=1600
- `assets/top.png`: https://www.jbl.com/dw/image/v2/BFND_PRD/on/demandware.static/-/Sites-masterCatalog_Harman/default/dw8414f6c0/JBL_FLIP_7_TOP_BLUE_188_x1.png?sh=1600&sw=1600

JBL also advertises up to 14h playback plus 2h with Playtime Boost, dependent on volume/content. This ad omits runtime to keep one supporting proof point. Avoid introducing the 16h number without its mode conditions.


## Typography revision — September 28, 2026

Per user confirmation, this version uses the original tutorial typography treatment (Work Sans 300–700 and DM Mono 400/500), retains the existing product palette, and removes decorative page rules and divider strokes. Motion and product story remain the approved concept. `out/ad-v1.mp4` preserves the earlier export.