Start with the need, not the menu.
“Our app has five sections” is a feature list. “I want to find an event for tonight” is the start of a story. That concrete need helps decide which screens the film must include.
Pick a task that matters to your audience. If you need to show several unrelated features, two short films will often be easier to follow than one crowded tour.
Show action, response and result.
People should be able to follow the sequence without outside explanation: someone makes a choice, the interface responds, and a visible result appears. Those three moments are the heart of the demo.
Give the decisive screen enough time. A graceful transition only helps if it makes the change easier to understand. It shouldn't hide an unclear action.
Cut features that don't support the journey.
Settings, side menus and every available option may matter to the product, but not to this film. If a screen doesn't explain the task or the progress, it can usually go.
That isn't hiding functionality. It's choosing what a first-time viewer needs. Another feature can have its own film when it has a different job to do.
Choose the placement before animating.
On a product page, viewers can spend more time with a feature. In an ad, the problem may need to register much faster. That changes the opening, the amount of copy and sometimes the order of scenes.
Decide early whether you need landscape, vertical or both. If there are several versions, the main action should stay legible in each frame instead of simply cropping one finished film.
Test it with someone new to the app.
Show the film to someone who doesn't know the product. Ask what they could do with it, which step was unclear and what they'd expect next. Those answers are often more useful than asking whether they liked the animation.
Once the journey is clear, motion can add pace and character. If it isn't, the film needs a better sequence before it needs more effects.
For PASS, I chose one route: find an event, get a ticket, show it at the door. The film follows that task instead of listing every screen in the app.
PASS is an independent FORMFOLGE studio concept, not a client commission or a measured performance result.