Confidentiality comes before creativity
Before launch, the product is the secret. Uploading unreleased packaging, renders or specifications to a consumer AI tool can expose them under terms that let the provider keep or reuse inputs, and a leaked product shot is a leaked launch. Treat pre-launch work as restricted data: approved systems only, contractual zero retention and no training on inputs, and for the most sensitive launches, models that run in a private environment. Limit access to named people, watermark internal previews and keep a record of who saw what. Agencies and suppliers need the same rules written into their briefs and contracts.
The asset package, listed before production
Launch content is a package, not a hero image. List it early and per market: the key visual and its ratios, product shots for every retailer and marketplace, a launch film with cut-downs, social formats, email and web banners, a press kit, sales enablement material and retail partner content. Each retailer has its own specifications and upload windows, often well ahead of launch day. Build the package from one master brief so claims, product details and naming stay identical across every piece, and give each channel an owner who confirms its specifications are current before production begins.
Managing the embargo
An embargo is a moment, and time zones turn it into several. Decide whether the reveal is simultaneous worldwide, which means an awkward hour somewhere, or rolls out by local morning. Schedule every channel to that decision, including retailer listings that go live automatically and press materials with their own embargo lines. Keep final assets in one controlled location until release, and give partners files no earlier than they need them. Prepare for an early leak: a holding statement, a decision on whether to bring the launch forward, and official imagery ready to publish if unofficial pictures appear first.
Day-one localisation
Launches localised after the fact lose the moment in every market except the first. Finish copy, voice-over, on-screen text and legal lines for every launch market before the reveal, and have in-market reviewers approve under the same embargo. Watch local naming, since product names sometimes change by market, and claims approved at home may need qualifiers elsewhere. For confidential launches, the studio can run the work on private or self-hosted models, with nothing uploaded used to train any model, while product-lock keeps the unreleased product pixel-accurate across every scene, format and language.
Updated 25 September 2026 · General information, not legal advice. Rules change, so check the current text with your legal team before relying on it.