A new service. A workshop worth attending. A product feature that solves a small, annoying problem. Your business probably has plenty to say. The hard part is fitting one useful message into a short video without turning it into a crowded slide deck.
Start with the message, not the effects: who is this for, what should they understand, and what should they do next?
Procedural video gives that message a visual form through animated graphics built from code. For a small team, it can be a practical format for an announcement, a simple explanation or a repeatable series. Here is how to decide when it fits—and write a brief that gives it a clear job.
What is a procedural video?
In a procedural animation, code defines the shapes, text, positions and movement. A renderer draws the frames from those instructions. Think of a headline arriving on screen, a timeline unfolding or three steps appearing in sequence.
That differs from a generative video model synthesizing footage from a prompt. Both approaches produce pixels; the difference is how the picture is made. Code-based graphics can give a designer direct control over typography, layout and timing. They still need review: a technically correct animation can be too fast, too crowded or simply unclear.
AI can help plan the storyboard and write the animation code. That does not make the finished result a recording of a real product, person or event. Use real footage when appearance or performance needs to be demonstrated.
Pick a use case with one clear outcome
A service business announcing an offer
A cleaning company wants more enquiries about its move-out service. A useful video can explain what the service covers, name the area served and end with a request for a quote. It should not claim that appointments are available unless someone has checked.
Example creative brief: “Create a 15-second vertical motion-graphics video for renters preparing to move. Introduce our move-out cleaning service, show three simple cleaning icons, and finish with ‘Request a quote.’ Use dark green and cream, calm motion and very little text.”
Supply the actual service details separately. A generator should not invent a price, guarantee or customer review to fill a gap.
An event organizer inviting the right people
An invitation works better when it explains who the event is for and why they should attend. Give the audience one takeaway before showing the date and registration action.
Example creative brief: “Create a 20-second invitation for a beginner photography workshop. Open with ‘Get more from your camera,’ show a simple focus-and-light illustration, then the confirmed date and venue. End with ‘View workshop details.’ Keep the date easy to read.”
The video is the invitation. The event page should hold the full schedule, accessibility details and registration information.
An agency explaining a product feature
A small agency can use a consistent visual structure for several client concepts: problem, feature, benefit, next step. Change one major element at a time when comparing drafts, such as the opening line or the call to action.
Example creative brief: “Create a 15-second horizontal explainer for a desk lamp with adjustable brightness. Show a simple lamp illustration moving from reading light to evening light. Focus on one benefit: light that suits the task. End with ‘Explore the lamp.’”
Use actual product footage when appearance, scale or performance matters. An illustrated lamp cannot prove how the real one works.
A team explaining one step in a process
A short animation can introduce a new request process or remind colleagues where to find a checklist. Keep the full instructions in a shared document so people can look up the details later.
A useful goal is “help a new teammate find the next step,” rather than “fit the entire onboarding manual into 30 seconds.”
A brief you can reuse
Use this structure:
Audience + one message + one action + visual direction + required facts.
Write down the audience and the action first. Then add the format, approximate length, colors and tone. Include approved wording for dates, prices and product claims. Say what must not appear, such as an invented testimonial or an unapproved discount.
For a 15-second concept, try three beats:
- 0–3 seconds: relevance. Name a recognizable problem or outcome.
- 3–11 seconds: explanation. Show one idea with a few deliberate visual changes.
- 11–15 seconds: next step. Leave time to read the call to action.
This is a planning example, not a timing rule. Read the script aloud and leave breathing room. If it sounds rushed, cut a sentence.
Where Procedural Videos fits in Attain OS
Procedural Videos is the Videos Creator app in Attain OS, coming soon. You write the brief; AI plans and writes each video as code, then renders it. The result is motion graphics drawn by code, with no AI-generated footage. Because an AI plans each video, every generation differs, and you can regenerate with feedback for another take.
- Formats: 9:16 vertical or 16:9 YouTube, at 10, 15, 20 or 30 seconds.
- Sound: music and sound effects in every video, plus optional English narration. Narrated videos include captions as an SRT file.
- Brand: put your brand colors in the brief as hex values.
- Output: an MP4 download at 1080p and 30 fps, plus a poster image.
- Launch pricing: available on any paid Attain OS plan. You pay with credits: 10 credits = $1, and a video costs about 1 credit per second, so a 10-second video is about 10 credits. Each organization gets free credits once to try it.
See examples, styles and pricing at procvideos.com .
For a team, the surrounding work matters too. Keep the brief, approved facts, reviewer and next action together. A practical Attain OS workflow is to prepare the brief in your shared workspace, assign someone to review the creative, and record which version is approved. Creating a video and approving it for publication are separate decisions.
Explore Attain OS for teams or create an Attain OS account to explore the workspace.
Review the video as your audience will see it
Before posting, watch the whole export on a phone, once with sound and once without it:
- Can a new viewer understand the message without your explanation?
- Are the important words readable at the speed they appear?
- Are names, dates, prices, pronunciation and destination links correct?
- Does the platform preview cover essential text with buttons or captions?
- Is the narration clear, and does the music leave room for it?
- Does the final action lead to a page that actually answers the viewer’s next question?
Choose vertical framing for a mobile-first placement and horizontal framing where the destination calls for it. Check the actual placement instead of assuming one shape suits every feed.
Start with a question a customer already asks. Answer it with one clear message, a few purposeful visual changes and a next step they can use. That is a better first brief than “make us something viral.”