Brief No. 0033189 Sep 2024
A launch film for an AI tool, live as soon as humanly possible.
Rough budget€35k to €65k
First callWithin one day
Pulled by Theo, Orbit Labs★
Orbit Labs
Orbit Labs
An AI tool that writes your release notes, launching in a month crowded with AI tools. We made a website that shows it working in the first five seconds, and a ninety second film that developers actually shared.
Client
Orbit Labs, Berlin
Scope
Website, Launch film
Timeline
4 weeks, autumn 2024
A still from the launch film
01
The brief
It started with a pull
The challenge
Orbit launched in the same month as eleven other AI writing tools, and every one of them had a purple gradient and the word magic on the homepage. Theo had a great product, no audience and a launch date that was not moving.
What we made
A website that opens on a real changelog writing itself, so you see the product before you read a single claim. And a ninety second film with no voiceover and no robots: one developer, one Friday release, and the notes written before her coffee goes cold.
#1
Product of the day
380k
Film views in the first week
9,400
Sign-ups at launch
5 sec
Until you see it working
9,400
Sign-ups at launch
5 sec
Until you see it working
02
The work
Website, Launch film
Orbit Labs
Orbit Labs
Orbit Labs
Orbit Labs
Ship it. Orbit writes it up.
Ship it. Orbit writes it up.
Ship it. Orbit writes it up.
Colour script for the film
Orbit
#B9A7F5
Space
#1B1240
Dust
#F5F2FF
Aa
Aa
Bricolage Grotesque, 700
Big and friendly, and nothing that says magic
03
Four weeks
As soon as humanly possible
Week 1
One idea
Show it working before anyone reads a word. Everything else came from that sentence.
Week 2
Site
A homepage that writes a changelog in front of you, built in nine days.
Week 3
Film
One developer, one Friday release, shot in two days in a real office in Kreuzberg.
Week 4
Launch
Product of the day by lunchtime, and the film shared by people we have never met.
“
“
“
We had four weeks and a crowded market. Leverage made us the one people talked about.
TB
Theo Brandt
Co-founder, Orbit Labs
04
Credits
Four people, four weeks
Creative direction
Mateo Alves
Motion and film
Kwame Mensah
Design
Lin Zhao
Website
Jonas Weber
Next case study
10
/
Publishing
·
2023
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Orbit Labs
Orbit Labs
An AI tool that writes your release notes, launching in a month crowded with AI tools. We made a website that shows it working in the first five seconds, and a ninety second film that developers actually shared.
Client
Orbit Labs, Berlin
Scope
Website, Launch film
Timeline
4 weeks, autumn 2024
A still from the launch film
01
The brief
It started with a pull
Brief No. 0033189 Sep 2024
A launch film for an AI tool, live as soon as humanly possible.
Rough budget€35k to €65k
First callWithin one day
Pulled by Theo, Orbit Labs★
The challenge
Orbit launched in the same month as eleven other AI writing tools, and every one of them had a purple gradient and the word magic on the homepage. Theo had a great product, no audience and a launch date that was not moving.
What we made
A website that opens on a real changelog writing itself, so you see the product before you read a single claim. And a ninety second film with no voiceover and no robots: one developer, one Friday release, and the notes written before her coffee goes cold.
#1
Product of the day
380k
Film views in the first week
9,400
Sign-ups at launch
5 sec
Until you see it working
02
The work
Website, Launch film
Orbit Labs
Orbit Labs
Ship it. Orbit writes it up.
Colour script for the film
Orbit
#B9A7F5
Space
#1B1240
Dust
#F5F2FF
Aa
Aa
Bricolage Grotesque, 700
Big and friendly, and nothing that says magic
03
Four weeks
As soon as humanly possible
Week 1
One idea
Show it working before anyone reads a word. Everything else came from that sentence.
Week 2
Site
A homepage that writes a changelog in front of you, built in nine days.
Week 3
Film
One developer, one Friday release, shot in two days in a real office in Kreuzberg.
Week 4
Launch
Product of the day by lunchtime, and the film shared by people we have never met.
“
We had four weeks and a crowded market. Leverage made us the one people talked about.
TB
Theo Brandt
Co-founder, Orbit Labs
04
Credits
Four people, four weeks
Creative direction
Mateo Alves
Motion and film
Kwame Mensah
Design
Lin Zhao
Website
Jonas Weber
Next case study
10
/
Publishing
·
2023
Fieldnote
Fieldnote
→
Got a
brief?
hello@leverage.studio
Leverage
PRO
Buy me
↗