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.