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package/templates/skills/screenwriter/knowledge/categories/advertising/formats/15s-pre-roll.md

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+# 15s Pre-Roll — Format
+
+> Short pre-roll ads for YouTube, streaming. First 5 seconds critical (skippable).
+
+## Format basics
+
+- Length: 15 seconds
+- Aspect: 16:9 or 9:16 vertical
+- First 5 seconds non-skippable
+- Sound-on default
+- Skippable after 5s on YouTube
+
+## The 5-second rule
+
+If hook doesn't land in 5 seconds, viewer skips. Must:
+- State what this is about
+- Show brand quickly (or interesting tease)
+- Hook attention HARD
+- Make viewer want to stay
+
+## Structure
+
+```
+0-5s    HOOK + BRAND TEASE
+        Strong visual/verbal grab
+        Brand glimpsed or stated
+        (must work even if user skips)
+
+5-10s   CORE MESSAGE
+        Single benefit
+        Product in use or context
+
+10-13s  PROOF / EMOTION
+        Quick demonstration or feeling
+
+13-15s  CTA + BRAND
+        Logo
+        Where to buy / next step
+```
+
+## Sample 15s pre-roll
+
+```
+TITLE: "Karavan — 15s Pre-Roll"
+
+INT. APARTMENT - MORNING (0-5s)
+
+QUICK CUTS:
+- Hand reaches for coffee bag (close-up)
+- Karavan logo on bag, in focus
+- Beans falling into grinder, slow-motion
+- Steam rising from cup
+
+V.O. (energetic)
+Mornings deserve more than coffee.
+
+INT. SAME (5-10s)
+
+Woman lifts cup. Closes eyes. Smiles.
+
+V.O.
+Mornings deserve a Karavan.
+
+INT. SAME (10-13s)
+
+Coffee close-up. Steam catches light.
+
+V.O.
+Bold. Smooth. Yours.
+
+KARAVAN LOGO with tagline (13-15s)
+
+URL: karavan.az
+
+FADE OUT.
+```
+
+## Hook strategies (first 5s)
+
+### Visual hook
+- Strong color
+- Movement
+- Unexpected image
+
+### Verbal hook
+- Question
+- Bold claim
+- "What if..."
+
+### Pattern interrupt
+- Different from typical ads
+- Self-aware
+- Breaks YouTube ad fatigue
+
+### Direct address
+- "Hey, you scrolling past this..."
+- Acknowledge ad nature
+- Disarm skeptic
+
+## Key principles
+
+### Make first 5s standalone valuable
+Even if user skips, they got the brand impression. Don't save reveal for second 5s.
+
+### Single message
+15s = 1 idea max. Don't try to do PSP. Skip to solution.
+
+### Brand fast
+Brand must appear/be heard in first 5s. Otherwise skipped users learned nothing.
+
+### Audio matters
+Sound-on environment. Music + VO works.
+
+## Common mistakes
+
+- Slow buildup (user skips)
+- Brand only at end (skipped = no impression)
+- Too much info crammed
+- Generic music
+- Weak CTA
+
+## Variations
+
+### Direct response 15s
+- Discount in first 5s
+- "Save 30% today"
+- Strong CTA at 13-15s
+
+### Brand awareness 15s
+- Emotional moment
+- Product context
+- Logo + tagline
+
+### Product launch 15s
+- "New" in first 3s
+- Product hero shot
+- Where available

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/30s-tv-spot.md

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+# 30s TV Spot — Format
+
+> The classic television advertising format. 30 seconds of polished commercial content.
+
+## Format basics
+
+- Length: exactly 30 seconds
+- Aspect: 16:9 (TV) or vertical for streaming
+- Sound-on (TV environment)
+- Production-quality
+- Single clear message
+
+## Structure (PSP + CTA)
+
+```
+0-3s    HOOK
+        Visual + audio attention grab
+        Often relates to problem
+
+3-12s   PROBLEM / SETUP
+        Establish pain point or need
+        Relatable scenario
+        Build tension
+
+12-22s  SOLUTION / PRODUCT
+        Introduce brand/product
+        Show how it solves
+        Hero shot of product
+
+22-28s  PROOF / BENEFIT
+        Why trust it
+        Result demonstrated
+        Differentiator
+
+28-30s  CTA + BRAND
+        What to do
+        Tagline
+        Logo + URL
+```
+
+## Beat breakdown
+
+### 0-3s Hook
+Visual or verbal grab:
+- Strong visual
+- Question
+- Surprising statement
+- Familiar relatable scene
+
+### 3-12s Problem/Setup
+- Show pain point in context
+- Audience relates ("That's me!")
+- Tension/discomfort
+- Sets up the need
+
+### 12-22s Solution
+- Brand enters
+- Product shown in use
+- Transformation begins
+- Emotional shift (frustration → relief)
+
+### 22-28s Proof
+- Result clearly demonstrated
+- Optional: testimonial, stat, visual proof
+- Differentiator versus competition
+
+### 28-30s CTA + Brand
+- Logo prominent
+- Tagline
+- Where to buy ("at Karavan stores", "karavan.com")
+
+## Sample 30s spot
+
+```
+TITLE: "Karavan Coffee — Morning Spot"
+
+FADE IN:
+
+INT. APARTMENT KITCHEN - EARLY MORNING (0-3s)
+
+A WOMAN (32), exhausted, drags herself to coffee maker. Light grey
+pre-dawn through window. She fills filter with generic supermarket coffee.
+
+V.O. (intimate)
+Some mornings, coffee just gets you through.
+
+INT. SAME KITCHEN - MOMENTS LATER (3-12s)
+
+She sips. Face shows: bland, disappointing. Sets cup down. Stares
+at the empty pot. Day already feels long.
+
+INT. SAME KITCHEN - DIFFERENT MORNING (12-22s)
+
+Same woman, this time pulling a Karavan coffee bag from a shelf.
+Pours beans into grinder. Camera follows the rich aroma rising.
+Brews. Pours into mug. Steam rises in golden light through window.
+
+V.O.
+Other mornings, coffee starts the day.
+
+INT. APARTMENT LIVING ROOM (22-28s)
+
+She sits with the coffee, takes first sip. Closes eyes. Smiles —
+not exhausted, but ALIVE. Looks out window to morning light.
+
+V.O.
+Karavan. The fuel for what you carry.
+
+KARAVAN LOGO appears, gold against deep navy. (28-30s)
+
+URL: karavan.az
+
+FADE OUT.
+```
+
+## Key principles
+
+### Hook variations
+- Relatable problem visual
+- Surprising statement
+- Brand mascot/character entry
+- Visual joke
+
+### Solution presentation
+- Product naturally integrated (not awkwardly held up)
+- Product in context of use
+- Transformation visible
+
+### CTA strength
+- Brand spoken AND shown
+- URL/location easy to remember
+- Tagline punchy
+
+## Common mistakes
+
+- Hook too long (problem starts at 8s instead of 3s)
+- Product appears too late (after 18s)
+- Multiple messages (focus on ONE benefit)
+- Tagline cluttered
+- Forgetting URL/where-to-buy
+- Generic stock feel
+- Weak music
+
+## Audio design
+
+30s TV spot has full sound:
+- Music throughout (sets emotion)
+- VO if used
+- Sound effects for product moments
+- Clean mix
+- Branded sting at end
+
+## Variations
+
+### Direct response 30s
+- Stronger urgency
+- Discount mentioned
+- Phone number / URL prominent
+- "Call now / Visit today"
+
+### Brand awareness 30s
+- More emotional
+- Less direct selling
+- Lifestyle integration
+- Brand sign-off only
+
+### Product launch 30s
+- Hero product shot 22+s
+- Reveal moment
+- "New" emphasized
+- Where to find

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/60s-brand-film.md

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+# 60s Brand Film — Format
+
+> Cinematic 60-second brand storytelling. Less direct sell, more emotional resonance. Premium production.
+
+## Format basics
+
+- Length: 60 seconds
+- Aspect: 16:9 or 9:16
+- Cinematic production value
+- Story-driven
+- Brand often subtle until end
+- Music essential
+
+## Structure (Story-driven)
+
+```
+0-3s    HOOK / SCENE OPENING
+        Visual atmosphere
+        Character introduced
+
+3-15s   SETUP
+        World established
+        Character/situation
+        Tension hint
+
+15-35s  JOURNEY
+        Character experiences
+        Emotional beats
+        Visual storytelling
+
+35-50s  RESONANCE
+        Emotional peak
+        Brand connection (subtle)
+        Insight moment
+
+50-58s  PRODUCT / BRAND CONTEXT
+        Brand naturally integrated
+        Product visible
+        Tagline
+
+58-60s  LOGO / SIGN-OFF
+        Brand mark
+        Final image
+```
+
+## Sample 60s brand film
+
+```
+TITLE: "Karavan — 60s Brand Film: 'What You Carry'"
+
+EXT. BAKU CITY STREETS - DAWN (0-3s)
+
+A long lens follows YOUNG WOMAN (28) running through empty cobblestone
+streets. Breath visible in cool morning air. Determined.
+
+V.O. (intimate, female)
+We don't ask for the easy day.
+
+CUT TO:
+
+INT. APARTMENT KITCHEN - SAME TIME (3-15s)
+
+ELDERLY MAN (70), alone, methodically grinds coffee beans by hand.
+Each movement deliberate, almost meditative. Sunrise through window.
+He smells the grounds. Smiles.
+
+V.O.
+We ask for the day that asks for us.
+
+CUT TO:
+
+EXT. CONSTRUCTION SITE - MORNING (15-25s)
+
+WORKER (45), takes a sip from a steel thermos. Looks at the half-built
+building rising around him. Exhales. Picks up his tools.
+
+CUT TO:
+
+INT. ARTIST STUDIO - DAY (25-35s)
+
+WOMAN PAINTER (40), stares at blank canvas. Coffee on stool beside her.
+She picks up the brush. The first stroke. Color blooms.
+
+V.O.
+Some days you climb.
+
+CUT TO:
+
+INT. HOSPITAL CORRIDOR - DAY (35-45s)
+
+DOCTOR (35), exhausted, reaches a moment of pause. Holds her coffee
+cup with both hands. Closes her eyes. Steadies.
+
+V.O.
+Some days you carry others.
+
+CUT TO:
+
+EXT. CITY ROOFTOP - GOLDEN HOUR (45-55s)
+
+The runner from the opening reaches the top. Catches her breath.
+Looks out over Baku. Smiles. Sips from a Karavan thermos.
+
+V.O.
+Either way, you carry yourself.
+
+CUT TO LOGO (55-60s):
+
+The Karavan logo materializes — clean gold against dark navy.
+
+V.O.
+Karavan. The fuel for what you carry.
+
+karavan.az appears below logo.
+
+FADE OUT.
+```
+
+## Key principles
+
+### Story arc in 60s
+- Establish character/world (10s)
+- Build emotional journey (30s)
+- Resolve to insight (10s)
+- Brand sign-off (10s)
+
+### Visual storytelling
+- Show, don't tell
+- Trust the image
+- Music carries emotion
+- Voice-over as guide, not crutch
+
+### Brand integration
+- Product appears naturally
+- Brand connects to journey
+- Tagline lands at peak
+- Don't oversell
+
+### Multiple character vignettes
+- Common in brand films
+- Different people, same insight
+- Universal but specific
+
+### Voice-over voice
+- Singular voice (one narrator)
+- Calm, considered
+- Not selling, observing
+- Matches brand tone
+
+## Music
+
+Music is HALF the impact:
+- Builds throughout
+- Crescendo at emotional peak
+- Custom or licensed (think theme)
+- Match cuts to beats
+
+## Production value
+
+60s brand films have movie-quality production:
+- Cinematic lighting
+- Beautiful locations
+- Professional talent
+- Strong direction
+
+## Common mistakes
+
+- Brand too prominent throughout (feels salesy)
+- Brand too absent (which company was this?)
+- Multiple competing messages
+- Generic stock-feel
+- VO over-explaining
+- Music too on-the-nose
+- Length not earned (filler shots)
+
+## Pairs well with
+
+- Bumper ads (6s reminders)
+- Outdoor / print campaign
+- Brand campaign launch
+- Anniversary moments
+- Cause marketing

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/6s-bumper.md

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+# 6s Bumper — Format
+
+> Ultra-short non-skippable YouTube ad. One image + one idea + brand.
+
+## Format basics
+
+- Length: exactly 6 seconds
+- Non-skippable on YouTube
+- Single message format
+- Brand-recognition focused
+- Often part of campaign with longer companion spot
+
+## Structure
+
+```
+0-2s    SETUP / HOOK
+        Visual grab
+        Context
+
+2-4s    BRAND / PRODUCT
+        Brand front and center
+        Single message
+
+4-6s    CTA / SIGN-OFF
+        Tagline
+        Logo
+        Optional URL
+```
+
+## The 6s constraint
+
+You cannot:
+- Tell story
+- Explain features
+- Build emotion gradually
+
+You can:
+- Make one impression
+- Plant brand recognition
+- Reinforce existing campaign
+
+## Sample 6s bumper
+
+```
+TITLE: "Karavan — 6s Bumper"
+
+CLOSE-UP: Coffee bean falling into grinder, slow motion.
+(0-2s)
+
+CUT TO:
+Karavan-branded coffee mug, steam rising, sunlight through window.
+(2-4s)
+
+V.O.
+Karavan. Bold mornings.
+
+KARAVAN LOGO + URL: karavan.az
+(4-6s)
+```
+
+## Best uses
+
+### Campaign reinforcement
+After viewing 30s/60s spot elsewhere, bumper reminds.
+
+### Brand recognition
+Repeat exposure builds familiarity.
+
+### Product launch reminder
+"New Karavan flavor — out now"
+
+### Event/sale reminder
+"Karavan Black Friday — Saturday only"
+
+## Hook strategies
+
+### Single striking image
+- Hero product shot
+- Aspirational moment
+- Brand-color saturation
+
+### Movement
+- Product in motion
+- Liquid pouring
+- Object falling
+
+### Pattern recognition
+- Recognizable scenario in 1 second
+- Audience completes mental story
+
+## Common mistakes
+
+- Trying to tell story in 6s
+- Multiple beats
+- Brand too small / late
+- Cluttered visuals
+- Silence (use sound for impact)
+
+## Audio design
+
+6s = brand sting + minimal VO:
+- Iconic music sting (3-5 notes)
+- Single VO line
+- Sound effect punch
+
+## Pairs well with
+
+- 30s/60s longer ad in campaign
+- Episodic series (each bumper a beat)
+- Direct response with simple offer