01 PLAIN LANGUAGE
WHAT IS A BRAND ANTHEM?
The terms get used loosely. Here is what each one actually means, how long it runs, and what the voice is doing in there. Written by the voice, so it counts.
Brand anthem
A brand anthem is a company’s flagship film: 60 to 120 seconds of cinematic footage, music, and a single voice declaring what the brand stands for. It sells the why, not the what. The voiceover is the anthem’s spine.
Sizzle reel
A sizzle reel is a fast, loud highlight film that sells a product, event, company, or person in 60 to 90 seconds. Quick cuts, punchy music, and a voice with swagger. It exists to make you want more.
Hype video
A hype video is a short, high-energy video built to spike adrenaline: launch events, sales kickoffs, sports, esports, and product drops. The voiceover rides the beat and lands the punch.
Brand film
A brand film is a longer cinematic story about a company’s mission, people, or impact, typically 2 to 5 minutes. Warmer and slower than an anthem, with narration that carries the emotion.
Launch or event video
A launch or event video announces something new: a product, a season, a conference opener, a sales kickoff. Usually 30 to 90 seconds, built for big rooms and bigger replays.
02 SIDE BY SIDE
ANTHEM VS SIZZLE VS HYPE
| Format | The job it does | Typical length | Where it plays | The voice's job |
|---|---|---|---|---|
| Brand anthem | Belief and identity | 60 to 120 seconds | Homepage, LinkedIn, investor decks, events | Gravitas and warmth |
| Sizzle reel | Excitement and appetite | 60 to 90 seconds | Pitches, events, recaps, social | Swagger and pace |
| Hype video | Adrenaline | 30 to 60 seconds | Kickoffs, arenas, launches, esports | Energy and attack |
| Brand film | Story and emotion | 2 to 5 minutes | Website, campaigns, screenings | Texture and restraint |
| Launch or event video | Announcement | 30 to 90 seconds | Keynotes, SKOs, digital launches | Punch and clarity |
03 THE FINE PRINT
ANTHEM NOTES
How long should a brand anthem be? Most land between 60 and 120 seconds. Past two minutes it stops being an anthem and becomes a brand film, which is a different read with a different pulse.
Music or voice first? The best anthems are built together: the score swells, the voice rides it, and neither fights for the same frequencies. If the track is already locked, bring it to the session.
Script rules of thumb. Short lines. Strong verbs. One idea per breath. If a line cannot survive being said out loud, it cannot save the footage. Say it out loud before you lock it in, you'll be surprised what you find.
Ready to hear it on your film? The demos are on the demos page, and the anthem service page is right here.
Let's Go.
If the brief says anthem, sizzle, hype, or something in between, John is ready for all of it.
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