A conversion-driven motion piece for Stone Piscinas Pastilhadas — taking the viewer on a clean, purposeful journey from curiosity to decision, showcasing product lines, competitive advantages, and a clear call to action.
Stone Piscinas needed a video that didn't just look good — it needed to sell. The brief called for a piece that could guide a potential client through the full journey: hook their attention, showcase the product range, neutralize the biggest objection (construction time vs. concrete), and close with a clear CTA. All in under 30 seconds.
A cinematic sales film built around tight narrative sequencing. Starting with a bold promise — "Criar uma piscina" — the piece unfolds through product reveals, a data-driven comparison with traditional construction, and a confident value proposition: Easy, Fast, and Safe. The clean white-and-green palette keeps attention on the message, not the aesthetics.
The pacing was the key creative decision: short punchy text scenes to hook, a longer composite scene to showcase products, and an animated comparison chart to handle objections visually. Every transition was designed to maintain momentum. After Effects handled the typography and infographic animations; Premiere Pro tied the rhythm of the full edit together.
A single bold statement — "Criar uma piscina" — drops in white serif type against a solid green field. No decoration, no distractions. The drop of water above the text teases what's coming. This is a deliberate pattern interrupt: the viewer's brain registers it as a question before the answer is given. Clean, confident, immediate.
A single word — "SER" — completes the phrase started in the previous scene, while a water droplet falls from above to punctuate it. The two-scene sentence structure ("Criar uma piscina / SER...") creates a micro-narrative moment of suspense. The viewer leans in before the product reveal begins. Elegantly crafted tension.
A split-panel layout reveals two of Stone's flagship pool lines simultaneously — "Linha Create" (custom design, lush green mosaic tile) and "Áurea Spa" (rectangular spa pool, aerial blueprint view). The Stone wordmark anchors the upper-left. Photography and technical drawings coexist in the same frame, balancing aspiration with credibility.
Stone's biggest sales objection — "But isn't it slower than concrete?" — handled visually and conclusively. A toggle bar compares "Stone" vs. "Alvenaria" construction timelines, while an animated calendar (February 2026) shows how quickly Stone completes a project. The white background makes the numbers the undeniable hero of the frame.
Three words scroll into frame — "Fácil, Rápido e Seguro" — in Stone's signature green against white. The horizontal kinetic text treatment gives each word its own moment of entry, building toward a complete sentence that lands with weight. This is the emotional close: distilling everything the viewer just saw into the three things that matter most.
"Garanta o seu" — a direct CTA that mirrors the promise of the opening. The phrase is deliberately incomplete on screen (the object is implied from context), creating a pull-forward effect as a green accent mark enters frame. The white background keeps the urgency clean and uncluttered. One line. One action.
The piece closes on a minimal logo reveal — "STONE" in clean geometric sans-serif on the brand's green field. No subtext, no tagline. After 30 seconds of proof and promise, the brand name alone carries all the weight it needs. The extended hold at the end gives the viewer time to absorb and remember. Confident, unhurried, final.