@azerogluemin/ai-bootstrap 0.2.1

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/testimonial.md

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+# Testimonial — Format
+
+> Customer/user testimonial. Real-feel authenticity. Trust transfer.
+
+## Format basics
+
+- Length: 30s - 90s
+- Aspect: 16:9 or 9:16
+- Documentary feel
+- Direct-to-camera or interview style
+- Real customers (or actor playing real customer)
+
+## Structure
+
+```
+0-5s    PROBLEM HOOK
+        Customer's "before" state
+        Pain point relatable
+
+5-25s   STORY / JOURNEY
+        Found product
+        Trying it
+        Initial skepticism resolved
+
+25-50s  RESULTS / SPECIFIC PROOF
+        Concrete outcomes
+        Numbers, before/after
+        Feeling/transformation
+
+50-58s  RECOMMENDATION
+        "Would you recommend?"
+        Why brand specifically
+        Authentic enthusiasm
+
+58-60s  BRAND + CTA
+        Logo
+        How to start
+```
+
+## Sample 60s testimonial
+
+```
+TITLE: "Karavan — Sarah's Story"
+
+INT. SARAH'S APARTMENT KITCHEN - MORNING (0-5s)
+
+SARAH (34, casual home setting), at her kitchen table with a Karavan
+mug. Direct to camera. Documentary style.
+
+SARAH
+For two years I drank instant coffee every morning. Just to function.
+
+CUT TO B-ROLL: Empty instant coffee jars, generic mug.
+
+CUT BACK TO SARAH (5-15s)
+
+SARAH
+A friend gave me a bag of Karavan as a birthday gift. I figured I'd
+finish it and go back to the cheap stuff.
+
+CUT TO B-ROLL: First bag of Karavan, brewing.
+
+SARAH (V.O.)
+But I never went back.
+
+CUT BACK TO SARAH (15-30s)
+
+SARAH
+The first sip was — I actually stopped. I sat down. I noticed it.
+That doesn't happen with instant coffee.
+
+She laughs.
+
+SARAH
+I started subscribing six months ago. Three bags a month. Different
+blends.
+
+CUT TO B-ROLL: Karavan delivery box arriving at door, multiple bags
+on shelf.
+
+SARAH (V.O.) (30-45s)
+The 'Atlas' blend is my morning. The 'Summit' is for when I need
+to focus. The decaf 'Orient' is for evenings on the balcony.
+
+CUT BACK TO SARAH (45-55s)
+
+SARAH
+It sounds dramatic but coffee became something I look forward to.
+Not just something I survive on.
+
+She lifts her mug. Sips. Smiles.
+
+SARAH
+I don't sponsor things. But yeah, this changed my mornings.
+
+CUT TO BRAND CARD (55-60s)
+
+Karavan logo + tagline + URL.
+
+V.O.
+Try Karavan. Start at karavan.az.
+```
+
+## Key principles
+
+### Authenticity over polish
+- Real-feel cinematography
+- Natural lighting
+- Customer's actual environment
+- Imperfect framing ok
+- Conversational delivery
+
+### Specific, not generic
+Avoid:
+- "It's the best!"
+- "I love it!"
+- "Amazing product!"
+
+Prefer:
+- "I noticed I wasn't reaching for sugar anymore"
+- "The first sip made me sit down"
+- "I subscribed six months ago"
+
+### Story arc
+Even short testimonials need arc:
+- Before state (problem)
+- Discovery (trial)
+- Experience (use)
+- Result (transformation)
+
+### Believable enthusiasm
+Don't oversell:
+- Mild surprise > over-the-top excitement
+- Specific moments > generic praise
+- Honest hesitation builds trust
+
+### B-roll
+Cover testimonial with:
+- Customer using product
+- Product detail shots
+- Result visualization
+- Lifestyle context
+
+## Sub-types
+
+### Customer success
+- Long-term user
+- Demonstrable results
+- Referral-worthy
+
+### Expert endorsement
+- Authority figure
+- Domain credibility
+- Why they recommend
+
+### Influencer testimonial
+- Native voice
+- Authentic discovery
+- Their audience trust
+
+### Employee testimonial (B2B / brand)
+- "Why I work here"
+- Internal credibility
+- Brand pride
+
+### Comparative testimonial
+- "I tried X, Y, then Z. Z won."
+- Risk: legal, etiquette
+
+## Common mistakes
+
+- Scripted-feeling delivery
+- Over-the-top praise
+- No specific details
+- Generic person (could be anyone)
+- Missing the "before" state
+- No clear "why this brand"
+
+## Casting / Performance
+
+For acted testimonials:
+- Cast actors who feel REAL not "actor-y"
+- Direct to feel improvised
+- Allow imperfections
+- Local/regional accents authentic
+
+For real customers:
+- Coach, don't script
+- Multiple takes for naturalism
+- Use questions to elicit responses
+- Edit best moments together
+
+## Production value
+
+- Documentary-feel beats over-polished
+- Natural lighting preferred
+- Real environments, not studios
+- Honest cinematography

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/tutorial-ad.md

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+# Tutorial Ad — Format
+
+> "How-to" content with product as natural part of solution. Educational + selling.
+
+## Format basics
+
+- Length: 60s - 120s typically
+- Aspect: 9:16 (mobile-first) or 16:9
+- Educational structure
+- Product enables the tutorial
+- Soft sell — value first
+
+## Structure
+
+```
+0-5s    HOOK / RESULT TEASE
+        "How to make..."
+        End result glimpsed
+
+5-15s   PROBLEM / WHY THIS
+        Why this matters
+        Common challenge
+
+15-50s  STEPS (numbered/visual)
+        Step 1
+        Step 2
+        Step 3
+        Product naturally needed
+
+50-70s  RESULT / PAYOFF
+        Final result revealed
+        Demonstrated quality
+
+70-85s  PRODUCT CONTEXT
+        Why this product specifically
+        Where to get
+        Quality benefit
+
+85-90s  CTA + BRAND
+        Where to buy
+        Discount if any
+        Brand sign-off
+```
+
+## Sample 90s tutorial ad
+
+```
+TITLE: "How to Brew Pour-Over Coffee — Karavan Tutorial"
+
+[Vertical 9:16 selfie/top-down hybrid]
+
+INT. KITCHEN COUNTER (0-5s)
+
+CLOSE-UP: A perfect pour-over coffee finishing into a clear carafe.
+Steam rising. Beautiful.
+
+ON SCREEN TEXT: "How to brew café-quality coffee at home (in 4 steps)"
+
+V.O. (warm, instructional)
+Today I'll show you how to make pour-over coffee that beats your
+local café.
+
+(5-15s)
+
+CUT TO: Same kitchen, presenter visible (mid-30s, casual).
+
+PRESENTER
+Most people skip pour-over because it sounds technical. But it's
+just four steps — and worth it.
+
+CUT TO B-ROLL: Coffee shop pour vs at-home pour comparison.
+
+(15-25s — STEP 1)
+
+ON SCREEN TEXT: "Step 1 — Quality beans"
+
+CLOSE-UP: Hands with Karavan bag, pouring beans into grinder.
+
+V.O.
+Step one: start with fresh whole beans. Roasted within the last
+two weeks. I'm using Karavan Atlas — it's what I use daily.
+
+CUT TO: Grinding to medium-coarse texture.
+
+V.O.
+Grind medium-coarse, like sea salt.
+
+(25-40s — STEP 2)
+
+ON SCREEN TEXT: "Step 2 — Bloom"
+
+CUT TO: Pre-wet filter, grounds in, gentle pour over center.
+
+V.O.
+Step two: pour just enough water to wet the grounds. About 50ml.
+Wait 30 seconds. This releases trapped CO2 and unlocks flavor.
+
+CUT TO: Bloom timer counting on phone screen.
+
+(40-55s — STEP 3)
+
+ON SCREEN TEXT: "Step 3 — Slow spiral pour"
+
+CUT TO: Continuous pouring in spiral pattern from center outward.
+
+V.O.
+Step three: pour slowly in a spiral. Start at center, spiral
+outward. Keep the water level steady. Total time: about 3 minutes.
+
+(55-65s — STEP 4)
+
+ON SCREEN TEXT: "Step 4 — Serve"
+
+CUT TO: Pouring into ceramic cup. Steam rising.
+
+V.O.
+Step four: pour, sip, enjoy.
+
+(65-80s — PAYOFF)
+
+PRESENTER takes a sip. Closes eyes. Smiles.
+
+PRESENTER
+That's it. Four steps. Twenty minutes from beans to cup. Better than
+your morning café.
+
+CUT TO B-ROLL: The finished cup, beans, equipment all visible.
+
+(80-90s — PRODUCT + CTA)
+
+ON SCREEN: Karavan bag prominent.
+
+V.O.
+The beans I use are Karavan Atlas. Fresh-roasted, single-origin,
+delivered monthly. 89 manat for three bags.
+
+KARAVAN LOGO + URL.
+
+V.O.
+karavan.az. Code TUTORIAL10 saves you 10%.
+```
+
+## Key principles
+
+### Lead with value
+First 80% of content = genuine tutorial. Product mention secondary.
+
+### Numbered steps
+- Easier to follow
+- Easier to share
+- Bookmark-able
+- Better completion
+
+### On-screen text reinforces
+- Step labels
+- Key tips
+- Measurements
+- Time markers
+
+### Show actual technique
+- Real demonstration
+- Multiple angles
+- Detail shots
+- No shortcuts
+
+### Product fits naturally
+Product is needed for the tutorial:
+- Beans for coffee tutorial
+- Brushes for makeup
+- Tools for craft
+- App for productivity
+
+Don't shoehorn unrelated product.
+
+### Soft CTA
+- Tutorial first, sales after
+- "Code TUTORIAL10" not "BUY NOW"
+- Discount as thank-you
+- Optional next step
+
+## Sub-types
+
+### Recipe tutorial
+- Cooking / baking
+- Ingredients shown
+- Step-by-step
+- Final dish reveal
+
+### Beauty tutorial
+- Makeup application
+- Skincare routine
+- Hair styling
+- Multiple products
+
+### DIY tutorial
+- Craft / project
+- Tools and materials
+- Process documented
+- Result celebrated
+
+### Software/app tutorial
+- Workflow demonstration
+- Feature highlights
+- Real use case
+- Result delivered
+
+### Skill tutorial
+- New technique
+- Practice progression
+- Tips throughout
+- Mastery promise
+
+## Best practices
+
+### Real expertise
+- Genuinely useful content
+- Not sales-disguised-as-tutorial
+- Audience trusts you, will trust product
+
+### Visual clarity
+- Top-down for many tutorials
+- Hands-only frame works
+- Multiple cuts to detail
+- Clean composition
+
+### Pacing
+- Tutorials slower than ads
+- Allow time to absorb
+- Pause on key moments
+- Don't rush technique
+
+### Audio
+- Clear narration
+- ASMR elements helpful
+- Music subtle / optional
+
+### Length
+- Don't pad (tutorials need to be efficient)
+- Don't rush (audience must learn)
+- Test completion rates
+
+## Common mistakes
+
+- Heavy sell undermines trust
+- Skipping steps audience needs
+- Product mentioned too often
+- No clear final result
+- Generic tutorial that doesn't need this product
+- Missing CTA at end
+
+## When to use
+
+- Products requiring technique/skill
+- Product enables creativity
+- Audience wants to learn
+- Building authority
+- Long-tail SEO content
+- Influencer + brand partnerships

package/templates/skills/screenwriter/knowledge/categories/advertising/formats/ugc-style.md

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+# UGC Style — Format
+
+> User-Generated Content style. Authentic, unpolished, native to social platforms. Non-actor feel.
+
+## Format basics
+
+- Length: 15s - 60s typically
+- Aspect: 9:16 vertical (mostly)
+- "Selfie" perspective
+- Lo-fi aesthetic
+- Real environments
+- Conversational direct address
+
+## What UGC is and isn't
+
+### Is
+- Phone-shot feeling
+- Native to TikTok / Reels
+- Casual voice
+- Unscripted feel
+- Real person aesthetic
+
+### Isn't
+- Studio-produced
+- Polished cinematography
+- Professional VO
+- Formal staging
+
+## Structure (TikTok-native)
+
+```
+0-3s    DIRECT HOOK
+        "POV", "Did you know", "Wait, watch this"
+        Eye contact with camera
+        Casual setting
+
+3-15s   SETUP / RELATING
+        Personal story or observation
+        "I always struggled with..."
+        Building relatability
+
+15-40s  PRODUCT INTRODUCTION
+        "Then I tried..."
+        Casual reveal
+        Real reaction
+
+40-55s  RESULT / WHY IT WORKS
+        Specific benefits
+        Real demonstration
+        Authentic enthusiasm
+
+55-60s  RECOMMEND + CTA
+        "I'm putting the link in bio"
+        Soft CTA
+        Brand mentioned naturally
+```
+
+## Sample 60s UGC
+
+```
+TITLE: "Karavan Coffee — UGC by 'sarahbaku'"
+
+[Shot vertical 9:16, selfie angle, kitchen behind]
+
+CREATOR (in casual home clothing, slightly messy hair, direct to camera)
+Okay so I have to talk about this coffee.
+
+(0-3s)
+
+CREATOR
+For real, I'm not being paid. (laughs)
+
+(3-8s — relatable opener)
+
+CREATOR
+I've been buying the cheap supermarket coffee for years because
+honestly, who has time to be picky about coffee?
+
+CUT TO B-ROLL (selfie-shot): Old coffee container in trash.
+
+CREATOR (V.O.)
+But my friend gave me this Karavan stuff for my birthday.
+
+CUT BACK to creator (15-25s).
+
+CREATOR (showing the bag to camera)
+This. Bag. Changed. Things.
+
+She holds the Karavan bag close to camera.
+
+CREATOR (25-40s)
+Okay so the first time I made it — *holds up cup* — I literally
+stopped. I sat down at my kitchen table and just... drank it slow.
+Like an old person. Like a coffee snob old person.
+
+She laughs.
+
+CREATOR (40-55s)
+And now I subscribe to it. I get three bags a month for like 89 manat.
+Which is honestly less than what I was spending on my old Starbucks
+habit. (rolls eyes at past self)
+
+CUT to her holding the Karavan box from the doorstep.
+
+CREATOR (55-60s)
+Anyway. Putting the link in my bio. Their site is karavan.az.
+Try the 'Atlas' blend first.
+
+She takes a sip, satisfied. Camera lingers.
+
+ON SCREEN TEXT: "@sarahbaku — link in bio"
+```
+
+## Key principles
+
+### Natural delivery
+- Imperfect speech (umms, restarts)
+- Personal asides
+- Looking at camera
+- No teleprompter feel
+
+### Lo-fi production
+- Phone camera
+- Available light
+- No professional audio (phone mic)
+- Real environment (kitchen, car, bedroom)
+
+### Authentic enthusiasm
+- Discovery story
+- Genuine reaction
+- Specific moments
+- Not over-the-top
+
+### Native platform language
+- "Watch this"
+- "POV"
+- "Real talk"
+- "Not gonna lie"
+- "Putting link in bio"
+
+### Personal identity
+- Creator's actual personality
+- Their style of speaking
+- Their environment
+- Their brand of humor
+
+## Sub-types
+
+### Influencer UGC
+- Influencer's personal voice
+- Their audience trust
+- Sponsored but native-feeling
+
+### Customer UGC
+- Real customer making content
+- Brand reposts/amplifies
+- Maximum authenticity
+
+### Brand-created UGC
+- Brand makes content that LOOKS like UGC
+- Casts non-actor types
+- Phones, real environments
+
+### TikTok creator format
+- Native to platform conventions
+- Trending sounds
+- Native effects
+- Comment-driven follow-ups
+
+## Common mistakes
+
+- Too polished (loses UGC feel)
+- Scripted-sounding
+- Studio backgrounds (gives it away)
+- Professional makeup/wardrobe
+- Brand-y language
+- Over-mentioning brand
+- "Buy now" energy
+
+## Casting
+
+For brand UGC:
+- Real-looking people, not models
+- Diverse body types, ages, ethnicities
+- Real personalities, not actors
+- Allow improvisation
+
+## Brand integration
+
+- Mention brand naturally (not constantly)
+- Show product in real use
+- Real packaging visible
+- "Link in bio" softer than "Buy now"
+
+## Pairs well with
+
+- TikTok / Reel campaigns
+- Influencer marketing
+- Conversion-focused (link in bio)
+- Building social proof
+- Native ad placements