A beautiful opening that leaves viewers guessing about the product

The opening should lead people towards the product, not simply hold their attention for a moment. Its relationship with the next shot is often where the idea becomes clear or gets lost.

Published: 2026-10-07

The opening should lead people towards the product, not simply hold their attention for a moment. Its relationship with the next shot is often where the idea becomes clear or gets lost.

Keep a recognisable connection

An object, movement, shape or situation can carry the viewer from the opening into the product scene. Decide what the first shot makes them curious about and how the second shot answers that question.

Try a simple preview with the opening, second shot and brand ending. Show it without explaining the idea, then ask what product the viewer thinks is being presented and why.

Revise the information as well as the image

If the connection is unclear, identify what is missing before polishing the visual effect. A product detail may need to appear sooner, or a competing prop may be drawing attention away.

Review each intended playback version. A shorter edit or different screen format may remove the connection that made the main version work. Keep the test and decision notes so revisions can be compared on the same basis.

Planning a film? Contact Kanon Film in Shanghai to discuss your brief.

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