JANUARY LAUNCH FILM AND ASSET SYSTEM
OBJECTIVE
Turn the new site manifesto into a moving story that your buyers actually encounter in their feeds and inboxes.
Drive waitlist signups and pre orders in January and February.
Position Mave as the serious science backed answer for ambitious people who are tired of bandaids.
You are not selling generic mental wellness. You are selling a way for high performing people to keep their ambition and remove the quiet erosion of an overtaxed prefrontal cortex. The message sits at the intersection of hustle culture, neuroscience, and self respect.
POSITIONING INSIGHT
CONCEPT
WORLD BERFORE MAVE
We open inside the real life of your persona.
Ambition is high. Notifications, deadlines, context switching.
The brain is overloaded. Mood shifts. Focus scatters. Sleep is shallow.
Bandaids show up. One more coffee. One more retreat. One more meditation app. None of it restores the baseline.
DISRUPTION
Mave appears as a simple tool with deep science underneath.
A wearable headset that uses gentle targeted stimulation to strengthen the prefrontal cortex.
Backed by more than twenty five years of research and hundreds of clinical studies.
Safe, non invasive, usable in a normal day.
Explained in human language from the team and from a real user, not as a dry lecture.
NEW NORMAL
We land in a believable after.
Same ambition. Less friction.
Work that feels clear and productive.
Stress that is manageable.
Sleep that feels restorative.
It is not framed as a miracle cure. It is a new baseline that lets people stop relying on short term fixes.
EXECUTION
TONE
Human and intimate rather than glossy and distant. Science first without feeling clinical. Real environments that look like your early adopters homes, streets, and workspaces. The device always integrated naturally into the scenes.
STRUCTURE
One clear human lead who embodies the before and after. Selective moments with the team to give the science and mission weight. A small set of intentional setups for product in hand, in case, and in context that feel at the same level as the site.
Everything planned in advance through a short production book. Synopsis, boards, and a shot list so the shoot is tight and efficient.
PATHS AND BUDGET
PATH ONE
Lean founder-led launch piece
SCOPE
One shoot day in San Francisco. Founder voice and one lived experience. Focus on clarity, credibility, and conversion for January.
DELIVERABLES
Hero film is around one to one and a half minutes.
Simple loops or stills for the landing page and email.
BUDGET
Twenty thousand region.
Designed to be fast, clear, and conversion focused while matching the seriousness of the new site.
PATH TWO
Hybrid launch anthem and asset library
SCOPE
Three to four shoot days in San Francisco. Deeper world-building around the hustle thesis and the anti-bandaid message. More setups for lifestyle, product beauty, and science visuals. Additional time for in depth founder and user storytelling.
DELIVERABLES
Hero anthem film.
Extended set of cutdowns for X, LinkedIn, paid, and email.
Loops and stills for the site, email, and decks.
A bank of footage that can support multiple education and campaign waves over the next phase.
BUDGET
Seventy to eighty thousand.
Matches the level you have already signaled with the website and gives you the depth to run several waves of creative without starting from zero again.
Lock the path, confirm the exact number, and move straight into pre-production so the launch stays on track.