Layer 3

Production Checklist

Run this with your production team before publish. Covers talent, scenario, brand safety, creative quality, and TikTok Shop specifics across all 6 SEA markets.

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Pre-flight progress

👤 Talent

Persona match

Talent matches the persona archetype chosen in the matrix (age, lifestyle, market).

Authentic on-camera energy

Speaks naturally in local language/dialect; not over-rehearsed.

Visible product use

Talent actually uses the product on camera — no fake mimicking.

Diversity & representation

Casting reflects the target SEA market (skin tones, hair types, family structures).

Rights & releases

Signed talent release covering organic + paid (Spark Ads) + 12 months whitelisting.

Influencer disclosure

#PhilipsPartner or #Ad tag visible and in caption per local ASA/KPI rules.

🎬 Scenario Implementation

Setting believability

Location matches the scenario (e.g., real bathroom, not a studio with fake tiles).

Time-of-day lighting

Lighting reads as the moment described (morning vs night feed).

Real props

Background props are culturally accurate for the market (no generic stock setups).

Sound & ambience

Natural room tone preserved; ASMR product sound captured cleanly.

Demonstrable problem

The pain-point (frizz, stubble, stain, colic) is visible on screen, not just claimed.

🛡️ Brand Safety & Compliance

No medical claims

Avoid disease/treatment claims; stick to approved Philips claim library.

Approved claims only

Numbers (e.g., 31,000 strokes/min, 37°C) match the approved spec sheet.

Cultural & religious sensitivity

Respect modesty, halal contexts, family-friendly tone across all 6 SEA markets.

No competitor mentions

Avoid naming or visually showing competitor products.

Child safety (Avent)

Infants under 6 mo never shown with soothers in mouth on camera unless under guardian; no choking-hazard framing.

Skin safety (Beauty/Grooming)

Heat tools never shown on damp scalp; razors not on irritated skin.

Music licensing

Use TikTok Commercial Music Library only — never trending non-licensed sounds for paid.

Local regulatory

BPOM (ID), HSA (SG), KKM (MY), FDA (TH/PH), DAV (VN) labelling visible where required.

✨ Creative Quality

Hook in first 3 seconds

Matches the Hook column from the matrix; tested for stop-scroll value.

Vertical 9:16, 1080×1920

Native TikTok ratio; safe zones respected (top 250 px, bottom 350 px).

Captions / on-screen text

Burned-in captions in market language; readable on muted playback.

Logo & pack visibility

Philips logo and product pack visible for at least 2 seconds total.

CTA clarity

Single CTA, matches the matrix selection; for Shop videos, references the yellow basket.

Length matches matrix

Final cut within ±3 seconds of the chosen Length variable.

🛒 TikTok Shop Specifics

Product card linked

Correct SKU tagged; price and stock verified before publish.

Affiliate-friendly

Video usable by Affiliate creators (no exclusive talent claims that block sharing).

Live-shop crossover clips

Cut a 15s teaser from each Live for organic feed reuse.

Promo overlay accuracy

Discount % and dates on-screen match the actual TikTok Shop voucher.