Video AI Product VideosAdvanced180 minSaves 2+ hours

Crafting a 60-Second Insurance Brand Spot: An Ordinary Day

For brand-side and agency creatives, this prompt guides the production of a 60-second insurance commercial, capturing a family's daily life with cinematic detail.

Generate a detailed 60-second video prompt for an insurance brand commercial. The prompt outlines a small family's ordinary day, specifying cinematic shots, camera work, lighting, wardrobe, and audio. Includes two aspect ratio variations for production flexibility.

Veo Kling Runway

READY-TO-USE PROMPT

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prompt.txt

Role: Director specializing in brand storytelling for video.

Context:
This commercial is for `{{brand_name}}`, an insurance provider. The goal is to convey reliability and peace of mind through depicting an ordinary day in the life of a small, relatable family (e.g., two parents, one child). The tone should be cinematic, authentic, and subtly reassuring, emphasizing the idea that `{{brand_name}}` protects the everyday moments. The spot is 60 seconds.

Task:
Develop a comprehensive video generation prompt that outlines a 60-second commercial. This prompt must include a detailed shot list, specifying camera angles, lens choices, lighting setups, wardrobe suggestions, and crucial audio cues for each scene. Additionally, provide two distinct aspect ratio variants (e.g., 16:9 and 9:16) for the entire spot, with minor adjustments to framing where necessary to optimize for each format.

Constraints:
- Total runtime: 60 seconds.
- Focus: A small family (e.g., two adults, one child) experiencing routine daily activities.
- Tone: Cinematic, brand-first, authentic, reassuring.
- Brand Integration: Subtle, implied through the family's peace of mind, not overt product shots.
- Dialogue: Minimal, primarily ambient sound and light narration.
- Visuals: Prioritize natural light where possible, soft and warm tones.
- No explicit display of insurance documents or product interfaces.

Output:
A structured video prompt containing the following sections:

1.  **Overall Creative Direction:**
    *   **Theme:** Everyday Protection, Peace of Mind.
    *   **Mood:** Warm, secure, relatable, subtly aspirational.
    *   **Pacing:** Gentle, flowing, building to a reassuring conclusion.
    *   **Music:** Understated, emotional orchestral score, swelling slightly at key moments.

2.  **Scene Breakdown & Shot List (60 seconds total):**

    *   **0-10 seconds: Morning Routine**
        *   **Shot 1 (0-3s):** Wide shot, kitchen. Warm morning light through window. Child (approx. 6-8 years old) is at breakfast table, parents moving in background.
            *   *Camera:* Static wide, low angle.
            *   *Lens:* 24mm.
            *   *Lighting:* Natural sunlight, soft fill.
            *   *Wardrobe:* Comfortable, casual morning wear.
            *   *Audio:* Gentle clinking of cutlery, faint morning radio, child humming.
        *   **Shot 2 (3-7s):** Medium close-up, parent helping child with school bag. Gentle interaction.
            *   *Camera:* Handheld, slightly moving.
            *   *Lens:* 50mm.
            *   *Lighting:* Soft, diffused.
            *   *Wardrobe:* Everyday smart casual.
            *   *Audio:* Soft murmurs, rustle of bag, child's giggle.
        *   **Shot 3 (7-10s):** Overhead shot, family leaving house. Door closing.
            *   *Camera:* Crane shot, tracking down.
            *   *Lens:* 35mm.
            *   *Lighting:* Exterior morning light.
            *   *Wardrobe:* Light jackets, everyday wear.
            *   *Audio:* Door click, distant birdsong, footsteps receding.

    *   **10-25 seconds: Mid-day Activities**
        *   **Shot 4 (10-15s):** Parent working remotely at home. Focused, calm expression. Quick glance out window at blue sky.
            *   *Camera:* Static medium shot, slightly Dutch angle for subtle interest.
            *   *Lens:* 85mm.
            *   *Lighting:* Window light, practical desk lamp.
            *   *Wardrobe:* Smart casual.
            *   *Audio:* Gentle keyboard clicks, ambient room tone.
        *   **Shot 5 (15-20s):** Child playing in park, supervised by other parent. Joyful, carefree.
            *   *Camera:* Tracking shot, following child running.
            *   *Lens:* 70-200mm zoom (used at 100mm).
            *   *Lighting:* Bright, natural outdoor light.
            *   *Wardrobe:* Play clothes.
            *   *Audio:* Children's laughter, distant park sounds, parent's encouraging words.
        *   **Shot 6 (20-25s):** Close-up of parent's hand gently guiding child on swing.
            *   *Camera:* Static close-up.
            *   *Lens:* 100mm macro.
            *   *Lighting:* Soft sunlight.
            *   *Wardrobe:* Casual.
            *   *Audio:* Squeak of swing, soft whispers.

    *   **25-40 seconds: Afternoon & Minor Hiccups**
        *   **Shot 7 (25-30s):** Family car on a tree-lined street. A sudden, small puddle splash (not a problem, just a moment). Quick glance between parents, a shared smile.
            *   *Camera:* Exterior tracking shot, car moving left to right.
            *   *Lens:* 50mm.
            *   *Lighting:* Overcast but bright.
            *   *Wardrobe:* Everyday.
            *   *Audio:* Car engine hum, subtle splash, light orchestral swell.
        *   **Shot 8 (30-35s):** Child spills juice on a table. Parent calmly cleans it up, no stress.
            *   *Camera:* Medium shot, slightly low angle.
            *   *Lens:* 35mm.
            *   *Lighting:* Interior, soft ambient.
            *   *Wardrobe:* Casual.
            *   *Audio:* Gentle "oops", wiping sound, parent's reassuring hum.
        *   **Shot 9 (35-40s):** Close-up on family pet (e.g., cat or dog) sleeping peacefully, undisturbed. Symbol of stability.
            *   *Camera:* Static close-up.
            *   *Lens:* 85mm.
            *   *Lighting:* Soft, warm interior light.
            *   *Wardrobe:* N/A.
            *   *Audio:* Gentle purring/snoring, very subtle.

    *   **40-55 seconds: Evening & Reflection**
        *   **Shot 10 (40-45s):** Family reading a story together on a sofa. Warm, cozy atmosphere.
            *   *Camera:* Medium wide, slightly pulled back.
            *   *Lens:* 28mm.
            *   *Lighting:* Practical lamps, warm glow.
            *   *Wardrobe:* Pajamas/comfortable evening wear.
            *   *Audio:* Parent's gentle voice reading, child's quiet questions.
        *   **Shot 11 (45-50s):** Parents share a quiet, knowing look after child is asleep. Sense of contentment.
            *   *Camera:* Close-up, soft focus.
            *   *Lens:* 100mm.
            *   *Lighting:* Low light, warm tones.
            *   *Wardrobe:* Evening wear.
            *   *Audio:* Very faint, distant sounds, soft sigh.
        *   **Shot 12 (50-55s):** Wide shot, illuminated house at night. Peaceful, secure.
            *   *Camera:* Static wide exterior.
            *   *Lens:* 24mm.
            *   *Lighting:* Moonlight, interior house lights glowing.
            *   *Wardrobe:* N/A.
            *   *Audio:* Crickets, gentle night sounds.

    *   **55-60 seconds: Brand Message & Call to Action**
        *   **Shot 13 (55-58s):** Animated `{{brand_name}}` logo appears subtly on screen, accompanied by tagline.
            *   *Camera:* Digital animation.
            *   *Lens:* N/A.
            *   *Lighting:* N/A.
            *   *Wardrobe:* N/A.
            *   *Audio:* Music swells slightly, then fades. Narrator voiceover: "Life's everyday moments, protected. That's `{{key_message}}`."
        *   **Shot 14 (58-60s):** Website URL / call to action.
            *   *Camera:* Digital graphic.
            *   *Lens:* N/A.
            *   *Lighting:* N/A.
            *   *Wardrobe:* N/A.
            *   *Audio:* Music fades out.

3.  **Aspect Ratio Variants:**

    *   **Variant A: 16:9 (Cinematic Widescreen)**
        *   Optimal for traditional broadcast and YouTube.
        *   Framing emphasizes horizontal space, allowing for broader environmental context in wide shots. Close-ups should still fill the frame effectively, but maintain a slightly wider perspective than 9:16.
        *   Example: Shot 1, kitchen scene, allows more of the kitchen architecture to be visible, establishing the home environment.

    *   **Variant B: 9:16 (Vertical for Mobile/Social)**
        *   Optimal for Instagram Reels, TikTok, YouTube Shorts.
        *   Framing will be tighter, emphasizing subjects and vertical elements. Reframe wide shots to focus on central action or key characters, potentially using a medium shot that cuts out some horizontal background. Close-ups will be more intimate, filling the screen.
        *   Example: Shot 1, kitchen scene, focuses more tightly on the child at the table and the parents' immediate movement, reducing peripheral kitchen detail. Ensure essential elements remain visible.

Estimated results

DifficultyAdvanced

Setup time180 min

Time saved2+ hours

Best modelsVeo, Kling, Runway

Best audienceInsurance, Advertising

Editor's note

Why this prompt matters

Crafting a 60-second commercial that resonates with an audience requires more than just a good idea; it demands precise technical execution and a clear narrative vision. This workflow is designed for brand-side marketing teams and agency creatives who need to translate a brand's core values into a compelling short film, particularly for industries like insurance where trust and reassurance are paramount. The challenge often lies in detailing every visual and auditory element to ensure the final production aligns perfectly with the brand's subtle message.

This prompt provides a robust framework for generating a comprehensive video production brief. It moves beyond a simple concept, pushing for granular details from camera angles and lens choices to lighting, wardrobe, and crucial audio cues. By specifying these elements upfront, it helps bridge the gap between creative concept and production reality, ensuring consistency across the entire spot.

Reach for this prompt when you need to quickly articulate a detailed visual blueprint for a brand film that emphasizes mood, authenticity, and technical precision. It’s particularly useful when developing spots that subtly weave a brand message into everyday scenarios, offering a foundation that can be handed directly to a production team or used to brief AI video generation models effectively, ensuring a cohesive and high-quality output across different aspect ratios.

Anatomy

Prompt engineering breakdown

Role

Director specializing in brand storytelling for video.

Context

This commercial is for `{{brand_name}}` insurance, conveying reliability and peace of mind through an ordinary family day. The spot is 60 seconds, with a cinematic, authentic, and reassuring tone.

Goal

Develop a comprehensive video generation prompt that outlines a 60-second commercial, including a detailed shot list (camera, lens, lighting, wardrobe, audio cues) and two distinct aspect ratio variants (16:9 and 9:16).

Constraints

Total runtime: 60 seconds. Focus: a small family experiencing routine daily activities. Tone: cinematic, brand-first, authentic, reassuring. Brand Integration: subtle, implied. Dialogue: minimal. Visuals: natural light, soft/warm tones. No explicit display of insurance documents or product interfaces.

Output format

A structured video prompt containing sections for Overall Creative Direction, Scene Breakdown & Shot List (with specific timings), and Aspect Ratio Variants with framing instructions.

Why this structure works

Role priming establishes the AI as a specialist, setting expectations for detailed, industry-specific output. Explicit constraints on runtime, tone, and brand integration ensure the generated video concept aligns with marketing objectives and avoids common pitfalls. The structured output format, including specific sections for creative direction, shot list, and aspect ratio variants, guides the AI to produce a comprehensive, ready-to-use plan for video generation, ensuring all critical production elements are considered.

Pick your version

Prompt variations

BeginnerWorks with any model

For users new to video AI, needing basic guidance to conceptualize a commercial without extensive technical detail.

prompt.txt

Imagine you are a video creator. Your task is to plan a 60-second video commercial for `{{brand_name}}`, an insurance company. Show an ordinary day for a small family (two parents, one child) to make viewers feel safe and calm. The video should look nice and real, like a short movie. We need a list of scenes, describing what happens in each shot, what the camera does, how the light looks, what clothes they wear, and what sounds we hear. Also, suggest how the video should look for regular TV (wide screen) and for phones (tall screen). Keep the brand subtle, focusing on peace of mind. No talking much, mostly ambient sounds. The video should have a warm, secure feeling. Ensure the final output includes a clear scene-by-scene breakdown and two aspect ratio suggestions for `{{brand_name}}`.

ProfessionalBest with veo

When detailed cinematic control is required for a sophisticated output, providing granular instructions for video generation models.

prompt.txt

As a seasoned Director specializing in brand narrative, construct a detailed video generation prompt for a 60-second commercial. This spot is for `{{brand_name}}`, an insurance provider, aiming to communicate reliability and peace of mind. The narrative should follow a small, relatable family (two adults, one child) through a typical day. The aesthetic must be cinematic, authentic, and subtly reassuring, highlighting `{{brand_name}}`'s role in safeguarding daily moments. Your output needs a comprehensive shot list, detailing camera angles, precise lens selections, lighting schematics, wardrobe guidance, and specific audio cues for each scene. Furthermore, provide two distinct aspect ratio adaptations (e.g., 16:9 for broadcast, 9:16 for vertical platforms) for the entire spot, with necessary framing adjustments for optimal presentation in each format. Maintain a focus on natural light, warm tones, and implied brand presence, avoiding overt product displays or extensive dialogue. The output should be structured into Creative Direction, Scene Breakdown, and Aspect Ratio sections for `{{brand_name}}`'s `{{key_message}}`.

Short VersionWorks with any model

For quick ideation or when only a high-level concept is needed, without requiring extensive production details.

prompt.txt

Plan a 60-second insurance commercial for `{{brand_name}}` that depicts an ordinary family day to evoke peace of mind. As a video director, create a detailed shot list including camera, lens, lighting, wardrobe, and audio cues for each scene. The tone should be cinematic and reassuring, with subtle brand integration. Provide two aspect ratio variants (16:9, 9:16) for optimal platform display. Focus on everyday moments and a warm, secure mood, ensuring `{{brand_name}}`'s `{{key_message}}` is conveyed without explicit product display.

EnterpriseBest with runway

For large organizations with strict brand guidelines, multiple stakeholders, and a need for compliance and risk mitigation in creative production.

prompt.txt

Assume the role of Lead Creative Director within an enterprise marketing division. Develop a comprehensive 60-second video commercial concept for `{{brand_name}}`, an insurance brand, emphasizing security and peace of mind through a relatable family's everyday experiences. The output must serve as a production brief, detailing a shot list with explicit instructions for camera, lens, lighting, wardrobe, and critical audio cues, ensuring alignment with `{{brand_name}}`'s brand guidelines and legal compliance. Include two optimized aspect ratio variants (16:9, 9:16) with specific framing considerations for multi-platform deployment. All creative decisions, from subtle brand integration to minimal dialogue and naturalistic visuals, must mitigate brand risk and ensure positive stakeholder review. The final output needs to facilitate review by legal and brand safety teams before production, reflecting `{{brand_name}}`'s commitment to `{{key_message}}`.

What you'll get

Expected output

Overall Creative Direction:

Theme: Everyday Protection, Peace of Mind.
Mood: Warm, secure, relatable, subtly aspirational.
Pacing: Gentle, flowing, building to a reassuring conclusion.
Music: Understated, emotional orchestral score, swelling slightly at key moments.

Scene Breakdown & Shot List (Excerpt):

0-10 seconds: Morning Routine

* Shot 1 (0-3s): Wide shot, kitchen. Warm morning light through window. Child (approx. 6-8 years old) is at breakfast table, parents moving in background. * *Camera:* Static wide, low angle. * *Lens:* 24mm. * *Lighting:* Natural sunlight, soft fill. * *Wardrobe:* Comfortable, casual morning wear. * *Audio:* Gentle clinking of cutlery, faint morning radio, child humming. * Shot 2 (3-7s): Medium close-up, parent helping child with school bag. Gentle interaction. * *Camera:* Handheld, slightly moving. * *Lens:* 50mm. * *Lighting:* Soft, diffused. * *Wardrobe:* Everyday smart casual. * *Audio:* Soft murmurs, rustle of bag, child's giggle. * Shot 3 (7-10s): Overhead shot, family leaving house. Door closing. * *Camera:* Crane shot, tracking down. * *Lens:* 35mm. * *Lighting:* Exterior morning light. * *Wardrobe:* Light jackets, everyday wear. * *Audio:* Door click, distant birdsong, footsteps receding.

Aspect Ratio Variants:

Variant A: 16:9 (Cinematic Widescreen)

* Optimal for traditional broadcast and YouTube. * Framing emphasizes horizontal space, allowing for broader environmental context in wide shots. Close-ups should still fill the frame effectively, but maintain a slightly wider perspective than 9:16. * Example: Shot 1, kitchen scene, allows more of the kitchen architecture to be visible, establishing the home environment.

Variant B: 9:16 (Vertical for Mobile/Social)

* Optimal for Instagram Reels, TikTok, YouTube Shorts. * Framing will be tighter, emphasizing subjects and vertical elements. Reframe wide shots to focus on central action or key characters, potentially using a medium shot that cuts out some horizontal background. Close-ups will be more intimate, filling the screen. * Example: Shot 1, kitchen scene, focuses more tightly on the child at the table and the parents' immediate movement, reducing peripheral kitchen detail. Ensure essential elements remain visible.

Under the hood

Why this prompt works

This prompt workflow excels due to several deliberate prompt engineering techniques. First, role priming the model as a 'Director specializing in brand storytelling for video' immediately establishes the desired perspective and output style, ensuring the generated content speaks the language of film production. The detailed 'Context' and explicit 'Constraints' further narrow the focus, preventing irrelevant suggestions and maintaining brand alignment, such as the subtle integration of the insurance message rather than overt product placement.

The core strength lies in its structured output requirements. By explicitly demanding sections like 'Overall Creative Direction,' 'Scene Breakdown & Shot List,' and 'Aspect Ratio Variants,' the prompt guides the model to produce a comprehensive, organized, and immediately actionable brief. Within the shot list, the granular breakdown of 'Camera,' 'Lens,' 'Lighting,' 'Wardrobe,' and 'Audio' for each segment acts as a form of few-shot scaffolding, demonstrating the expected level of detail and guiding the model to replicate this precision across all generated scenes. This granular specification ensures technical feasibility and creative consistency.

Finally, the inclusion of 'Aspect Ratio Variants' forces the model to consider multi-platform adaptability, a critical real-world production need. This structured, technique-driven approach yields a far more usable and complete production brief than a general request, saving significant time in pre-production by providing a solid foundation for creative and technical teams.

Model fit

Best AI models for this prompt

Veo

Veo excels at generating highly detailed, photorealistic video sequences, making it suitable for capturing the cinematic aesthetic described. Its strength lies in rendering nuanced facial expressions and maintaining consistent character appearance across multiple shots, which is critical for a family-focused narrative. However, complex camera movements or rapid scene changes might require more iterative prompting to achieve desired fluidity. See the full Veo hub for deeper guidance.

Kling

Kling offers strong capabilities in generating long-form, coherent video clips with a focus on narrative flow. This model can handle the progression of a story across an ordinary day, maintaining environmental consistency and character actions. Its ability to manage complex scene compositions, including dynamic lighting and subtle atmospheric effects, supports the cinematic tone. Users may find fine-tuning specific lens characteristics requires careful prompt engineering. See the full Kling hub for deeper guidance.

Runway

Runway is a versatile tool for video generation, particularly effective for scenes requiring specific stylistic control and visual effects. While it can produce realistic footage, its true value for this prompt is in its ability to interpret stylistic cues like "cinematic" and "warm tones" and apply them consistently. Challenges might arise in ensuring perfect temporal consistency across many short, distinct shots without careful interpolation or additional prompt refinement. See the full Runway hub for deeper guidance.

When to use

When conveying brand values like security and trust through everyday, relatable scenarios.
For insurance or financial services brands seeking an emotional connection without an overt sales pitch.
When you require a detailed, shot-by-shot plan for a 60-second video spot, including technical and creative cues.
To generate initial visual concepts that incorporate specific camera, lighting, and audio instructions.
When developing video content that needs to be optimized for both traditional broadcast (16:9) and vertical mobile platforms (9:16).
To provide a comprehensive brief to a video production team or an AI video generation model.

When not to use

For direct response campaigns that require explicit product features, pricing, or immediate calls to action.
When the primary goal is a hard sell or displaying complex policy details, rather than brand awareness.
If your brand's aesthetic is avant-garde, abstract, or highly stylized, diverging from natural realism.
For commercials significantly shorter than 60 seconds, as the scene breakdown and pacing would require extensive re-timing.
When targeting a niche audience that may not relate to a generic

Get more from it

Pro tips

1
Refine audio cues for each shot; subtle sound design heavily influences emotional resonance and reinforces brand perception without dialogue.
2
Ensure wardrobe descriptions align with the 'ordinary day' theme to avoid an overly staged or artificial look, maintaining authenticity.
3
Pre-visualize shot transitions; smooth cuts prevent jarring shifts and maintain narrative flow, making the viewing experience more cohesive.
4
Experiment with lens choices; a slight adjustment in focal length can drastically change the feeling of intimacy, distance, or environmental context.
5
Test aspect ratio variants early; reframing for 9:16 often requires more than just cropping to maintain compelling composition and focus.
6
Provide specific brand values beyond generic terms; this helps the AI model understand the underlying message for more accurate visual interpretation.
7
Adjust lighting descriptions for specific times of day; this enhances realism and mood consistency, making the daily progression feel authentic.

Don't ship this

Common mistakes

✗ Overly complex camera movements specified, leading to a fragmented or difficult-to-generate output, especially with current AI capabilities.
Fix — Simplify camera directions where possible, focusing on a few key movements or static shots to maintain clarity and production feasibility for AI models.
✗ Generic wardrobe descriptions, resulting in uninspired or inconsistent character appearance across different scenes or generations.
Fix — Include specific material textures, color palettes, or styles, like 'soft knit sweaters' or 'muted earth tones,' to guide visual consistency.
✗ Neglecting the impact of subtle audio cues, making the final video feel sterile or lacking the desired emotional depth.
Fix — Detail ambient sounds, character murmurs, and music swells precisely; audio is critical for conveying mood and reinforcing the brand message.
✗ Failing to provide clear time allocations for each shot, causing uneven pacing or shots that are either too short or too long.
Fix — Break down the 60 seconds into precise intervals for each shot, ensuring the narrative unfolds smoothly and hits the timing marks effectively.
✗ Omitting the brand's key message or core value in the overall creative direction, leading to a visually appealing but emotionally disconnected commercial.
Fix — Explicitly state the brand's desired takeaway, like 'security in everyday life,' to guide the AI's interpretation of subtle narrative cues.
✗ Insufficient detail in lighting descriptions, resulting in a flat or uncinematic look that fails to capture the desired mood.
Fix — Specify light sources, intensity, and color temperature, such as 'warm golden hour glow' or 'soft diffused overhead light,' for the desired mood.

Frequently asked questions

Q.Can I adapt this prompt for a different industry, like automotive or banking?

Yes, the core structure is adaptable. Focus on replacing family activities with relatable moments pertinent to your industry, ensuring the emotional arc aligns with your brand's promise of reliability or peace of mind, not just product features.

Q.How specific do I need to be with camera and lens details if I'm not a filmmaker?

Provide as much detail as you can. Even general terms like 'wide shot' or 'close-up' are helpful. The more precise you are with technical and creative cues, the better the AI can interpret your vision and deliver desired results.

Q.What if I want a different duration than 60 seconds for my commercial?

You must adjust the scene breakdown and shot timings accordingly. A 30-second spot would require consolidating scenes and accelerating pacing, while a longer one allows for more detailed moments and a broader narrative arc.

Q.How do I ensure the {{brand_name}} and {{key_message}} placeholders are used correctly?

Simply replace them with your specific brand's name and desired tagline or core message before generating. This ensures proper integration into the narrative and the final brand reveal, maintaining brand consistency.

Q.Will this prompt work for animated video generation, or is it strictly live-action?

While designed for live-action realism, the detailed shot list and creative direction can serve as a strong foundation for animation. You might need to adjust 'lighting' and 'wardrobe' notes to 'animation style' and 'character design' specifics.

Q.What kind of 'minor adjustments' are needed for the 9:16 aspect ratio?

For 9:16, reframe wide shots to focus on the central subject, often moving from a wide environmental view to a medium shot. Close-ups may become more intimate. Ensure no crucial elements are cut off vertically or horizontally in the new aspect.

Version 1.0Last reviewed July 13, 2026

Reviewed by PromptInFlow Editorial Team