POV and scale shift
The camera becomes the product, or travels from tiny to huge in one move.
- Difficulty
- Needs editing skills
- Video length
- 6–15 s
- Brand cases
- 4, 1 with video
- Markets
- United States, South Korea
- Sources checked
- Nov 2026
What the format is
Viewers see the world from where the product sits, such as inside a fridge, on a wrist or in a bag. Or the camera moves continuously across scales: from a macro detail out to the street, or from a skyline down into a coffee cup.
Beat by beat
- 1Unusual vantage point0–1 s
- 2Continuous move1–4 s
- 3Scale snap4–6 s
- 4Land on the product6–8 s
- 1. 0–1 s
Unusual vantage point
Start somewhere a camera isn’t supposed to be.
- 2. 1–4 s
Continuous move
Push, pull or fly through, with no visible cuts.
- 3. 4–6 s
Scale snap
The moment viewers understand where they are.
- 4. 6–8 s
Land on the product
End on the product in its normal context.
Why it works
- A continuous move offers no natural place to stop watching.
- The product’s point of view shows how it is used without a demo.
- It stands out in a feed of talking heads and static product shots.
How brands shot it
4 cases, 1 with the original video. The videos come from the brands’ own accounts or their agencies and play in the platform’s player.
Oculus
First StepsD&AD Wood Pencil 2021An Oculus Quest spot shot entirely through the eyes of a first-time VR player, going from confusion to mastery across several game worlds.
- Result
- The film won a D&AD Wood Pencil for Sound Design in 2021. Source: D&AD Awards archive.
- Made by
- TBWA\Chiat\Day New York; Reset; director Ian Pons Jewell
- Video
- Vimeo, posted by Ian Pons Jewell (director)
Trade pressRead the source: Shots
No original video yet
Hyundai
Night Fishing813 media articlesA 13-minute branded thriller shot only with the IONIQ 5’s seven built-in cameras, so everything on screen is the car’s own view.
- Result
- After release, the project generated about 813 media articles and more than 20,000 organic consumer mentions, with an estimated advertising value of KRW 13.7 billion. According to the agency (Epica Awards).
- The film won Best Editing in the International Short Film category and Bronze in Best Asian Shorts at the Fantasia International Film Festival in Montreal. Source: Epica Awards.
- Made by
- INNOCEAN Seoul
Trade pressRead the source: Epica Awards
No original video yet
PlayStation
Feel a New RealThe PlayStation VR2 launch film is shot entirely from the player’s point of view, falling from a spacecraft cockpit through a chain of game worlds.
- Made by
- adam&eveDDB; MJZ
Trade pressRead the source: Ads of the World
No original video yet
Oakley
See the Game Differently800M+ social impressionsNFL action seen through the eyes of three players, shot with helmet and back-mounted POV rigs and stitched into what looks like one game, to show lens clarity.
- Result
- The campaign garnered over 800 million social impressions, most of them organic. According to the agency (Shorty Awards).
- The campaign won a Gold Honor in Short Form Video at the 12th Annual Shorty Awards. Source: Shorty Awards.
- Made by
- Stept Studios
Trade pressRead the source: Muse by Clio
Make it yours
- Food & drink
POV from inside a lunch box as it opens on five different desks during the week.
- Travel
One continuous move from a hotel window down to the pastry on the breakfast plate.
- Tech
POV of a phone pulled out of a pocket at every concert of a tour.
Make your version
Type your product and get a storyboard of this format, with one prompt per beat, ready for a video generator.
A generator can make the shots; getting the idea right is on you
Storyboard
- 1. 0–1 s
Unusual vantage point
Point of view from where your product usually sits, such as inside a bag, as it opens onto a café.
- 2. 1–4 s
Continuous move
One continuous camera move through a café, with no visible cuts.
- 3. 4–6 s
Scale snap
The scale snaps: the camera shrinks down or pulls far out, and the viewer understands where they are.
- 4. 6–8 s
Land on the product
The move ends on your product in its normal context.
The whole video in one prompt
Enter your email to open the full prompt. We’ll also send you the weekly brief; unsubscribe any time.
The prompt also works in Kling, Veo, Seedance and other video generators.
Before you generate
- Upload a photo of your real product to the generator (image to video), so the packaging, logo and label stay right.
- Make a still frame first and animate only the one you like: video costs more.
- Label the result as AI-generated where the platform asks for it, and say it is CGI if it could pass for a real stunt.
- This is your own take on the format, not a copy of a brand’s ad. Leave out other brands’ logos, people and music.
How to produce it
A phone or a small action camera handles POV. Seamless scale moves need hidden cuts, an FPV drone or CGI.
Seen a brand use this?
Send us the link. If it checks out, it goes into the library with credit to you.
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