@editframe/create 0.44.0 → 0.45.0

package/dist/skills/editframe-brand-video-generator/references/emotional-arcs.md

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+---
+title: Emotional Arcs
+description: "Proven narrative arc structures for guiding viewer emotion through a video: tension, release, and resolution patterns."
+type: explanation
+order: 5
+---
+
+# Emotional Arcs for Video
+
+Proven narrative structures that guide viewer emotions through video content.
+
+## Why Emotional Arcs Matter
+
+Every effective video takes the viewer on an emotional journey. The arc determines:
+- **Engagement**: Whether viewer keeps watching
+- **Memory**: Whether message sticks
+- **Action**: Whether viewer responds to CTA
+
+Without an intentional arc, videos feel flat or confusing.
+
+## The Three-Act Structure
+
+### Act 1: Setup (First 25%)
+**Purpose**: Establish context, hook attention  
+**Emotion**: Curiosity, recognition, or tension  
+**What happens**: Introduce problem, character, or question
+
+### Act 2: Development (Middle 50%)
+**Purpose**: Build understanding, create investment  
+**Emotion**: Interest, concern, hope, or excitement  
+**What happens**: Explore problem, show solution, build case
+
+### Act 3: Resolution (Final 25%)
+**Purpose**: Deliver payoff, inspire action  
+**Emotion**: Satisfaction, inspiration, or urgency  
+**What happens**: Resolve tension, show outcome, call to action
+
+## Core Emotional Arc Patterns
+
+### 1. The Problem-Solution Arc
+
+**Emotional Journey**: Frustration → Hope → Relief
+
+**Structure**:
+- **Start**: Frustrated with current situation
+- **Middle**: Hopeful about solution
+- **End**: Relieved and empowered
+
+**Best for**: SaaS, services, B2B, productivity tools
+
+**Example (60s video)**:
+- 0-15s: Show frustrating problem (viewer feels "yes, that's me")
+- 15-40s: Introduce solution (viewer feels "this could work")
+- 40-55s: Show it working (viewer feels "I need this")
+- 55-60s: CTA (viewer feels "let's do it")
+
+**Common mistake**: Not making problem painful enough - viewer won't care about solution
+
+**Timing mistake**: Cutting to the solution before the problem scene reaches peak intensity. If using an accumulation animation (waste piling, errors mounting), hold the scene 1-2 seconds past the visual climax. The viewer needs to sit in discomfort before relief is offered. Quantifying the problem with specific numbers ('11 million tons/year', '85% ends up in landfill') deepens the initial state and makes the transition to hope feel earned rather than rushed.
+
+**Reveal scenes require contrast setup:** When a scene contains a surprising or counter-normative claim (e.g., '100% of profits donated'), the previous scene must establish the norm being violated. Show what competitors/industry typically does FIRST, then reveal the difference. Visual techniques for earned reveals:
+- Numeric contrast: show industry average before the brand's number
+- Visual pause: insert a 0.5-1s beat of stillness before the reveal text animates
+- Scale visualization: don't just state the percentage — show it spatially (a bar filling completely vs. partially)
+- Animation escalation: the reveal scene should have MORE visual energy than preceding scenes, not the same
+
+**Landing the reveal with magnitude:** A percentage or mechanism alone doesn't create emotional impact—scale does. When revealing a counter-normative claim, the final beat must concretize the magnitude:
+- Cumulative totals: '$X million since founding', 'Y acres protected', 'Z tons diverted'
+- Specific outcomes: Name the grants, the land parcels, the species, the communities
+- Temporal scale: Show accumulation over time (counter ticking, map filling, timeline extending)
+- Human/environmental anchors: One protected watershed beats 'environmental causes'; one employee grant story beats 'employee programs'
+
+The test: Does the viewer leave with a number or image they could repeat to someone else? If the reveal is abstract ('100% goes to causes'), the arc informs but doesn't land.
+
+---
+
+### 2. The Transformation Arc
+
+**Emotional Journey**: Struggle → Journey → Triumph
+
+**Structure**:
+- **Start**: Struggling, stuck, limited
+- **Middle**: Working, learning, growing
+- **End**: Successful, capable, transformed
+
+**Best for**: Education, wellness, personal development, fitness
+
+**Example (90s video)**:
+- 0-20s: Show "before" state (viewer relates to struggle)
+- 20-60s: Show journey and process (viewer sees possibility)
+- 60-80s: Show "after" state (viewer feels inspired)
+- 80-90s: "You can too" CTA (viewer feels motivated)
+
+**Common mistake**: Skipping the journey - transformation seems unattainable
+
+---
+
+### 3. The Discovery Arc
+
+**Emotional Journey**: Curiosity → Wonder → Excitement
+
+**Structure**:
+- **Start**: Intrigued by question or mystery
+- **Middle**: Discovering something new
+- **End**: Excited to explore more
+
+**Best for**: Product launches, innovations, creative work
+
+**Example (45s video)**:
+- 0-5s: Pose intriguing question (viewer curious)
+- 5-30s: Reveal answer gradually (viewer engaged)
+- 30-40s: Full reveal (viewer excited)
+- 40-45s: "Experience it" CTA (viewer eager)
+
+**Common mistake**: Revealing too early - kills curiosity
+
+---
+
+### 4. The Aspiration Arc
+
+**Emotional Journey**: Longing → Possibility → Desire
+
+**Structure**:
+- **Start**: Show desirable outcome
+- **Middle**: Show it's achievable
+- **End**: Inspire action toward it
+
+**Best for**: Luxury, lifestyle, aspirational brands, real estate
+
+**Example (60s video)**:
+- 0-15s: Show dream state (viewer wants this)
+- 15-40s: Show path to get there (viewer sees possibility)
+- 40-55s: Show others who achieved it (viewer believes)
+- 55-60s: "Start your journey" CTA (viewer motivated)
+
+**Common mistake**: Making it feel unattainable - viewer gives up
+
+---
+
+### 5. The Urgency Arc
+
+**Emotional Journey**: Comfort → Concern → Action
+
+**Structure**:
+- **Start**: Things seem fine
+- **Middle**: Reveal hidden problem or opportunity
+- **End**: Urgent need to act now
+
+**Best for**: Limited offers, important causes, time-sensitive opportunities
+
+**Example (30s video)**:
+- 0-5s: "Everything seems fine, but..." (viewer alert)
+- 5-20s: Reveal what they're missing (viewer concerned)
+- 20-25s: Show consequence of inaction (viewer worried)
+- 25-30s: "Act now" CTA (viewer motivated)
+
+**Common mistake**: Creating false urgency - viewer feels manipulated
+
+---
+
+### 6. The Empowerment Arc
+
+**Emotional Journey**: Limitation → Capability → Confidence
+
+**Structure**:
+- **Start**: Feeling limited or dependent
+- **Middle**: Gaining tools and knowledge
+- **End**: Feeling capable and confident
+
+**Best for**: Tools, platforms, education, empowerment brands
+
+**Example (60s video)**:
+- 0-15s: Show limitation (viewer relates)
+- 15-45s: Show how tool empowers (viewer sees potential)
+- 45-55s: Show confident user (viewer inspired)
+- 55-60s: "Take control" CTA (viewer ready)
+
+**Common mistake**: Making tool seem complicated - defeats empowerment message
+
+---
+
+### 7. The Validation Arc
+
+**Emotional Journey**: Doubt → Recognition → Confidence
+
+**Structure**:
+- **Start**: Feeling uncertain or alone
+- **Middle**: Seeing others like them
+- **End**: Feeling validated and confident
+
+**Best for**: Community-focused brands, support services, social causes
+
+**Example (60s video)**:
+- 0-15s: Express common doubt (viewer feels understood)
+- 15-45s: Show community of similar people (viewer feels less alone)
+- 45-55s: Show collective strength (viewer feels validated)
+- 55-60s: "Join us" CTA (viewer wants to belong)
+
+**Common mistake**: Not making viewer feel truly seen
+
+---
+
+### 8. The Surprise Arc
+
+**Emotional Journey**: Expectation → Subversion → Delight
+
+**Structure**:
+- **Start**: Set up expectation
+- **Middle**: Subvert it in clever way
+- **End**: Delighted by twist
+
+**Best for**: Creative brands, entertainment, disruptive companies
+
+**Example (30s video)**:
+- 0-10s: Set up familiar scenario (viewer has expectation)
+- 10-20s: Unexpected twist (viewer surprised)
+- 20-25s: Reveal connection to brand (viewer delighted)
+- 25-30s: CTA (viewer engaged)
+
+**Common mistake**: Twist feels random - not connected to message
+
+---
+
+### 9. The Reassurance Arc
+
+**Emotional Journey**: Anxiety → Understanding → Calm
+
+**Structure**:
+- **Start**: Acknowledge worry or fear
+- **Middle**: Explain and educate
+- **End**: Provide comfort and solution
+
+**Best for**: Healthcare, finance, insurance, complex services
+
+**Example (75s video)**:
+- 0-15s: Acknowledge common anxiety (viewer feels understood)
+- 15-50s: Explain clearly and simply (viewer gains understanding)
+- 50-70s: Show how you help (viewer feels reassured)
+- 70-75s: "We're here" CTA (viewer feels safe)
+
+**Common mistake**: Dismissing anxiety instead of acknowledging it
+
+---
+
+### 10. The Momentum Arc
+
+**Emotional Journey**: Static → Movement → Acceleration
+
+**Structure**:
+- **Start**: Things are still or slow
+- **Middle**: Movement begins
+- **End**: Rapid progress and excitement
+
+**Best for**: Growth platforms, momentum-based products, startups
+
+**Example (45s video)**:
+- 0-10s: Show static state (viewer relates to being stuck)
+- 10-30s: Show movement starting (viewer feels possibility)
+- 30-40s: Show acceleration (viewer excited)
+- 40-45s: "Join the momentum" CTA (viewer energized)
+
+**Common mistake**: Not showing clear progression
+
+---
+
+## Choosing the Right Arc
+
+### By Video Objective
+
+**Awareness**: Discovery, Surprise, Aspiration  
+**Consideration**: Problem-Solution, Transformation, Empowerment  
+**Conversion**: Urgency, Validation, Reassurance  
+**Retention**: Empowerment, Validation, Momentum
+
+### By Brand Personality
+
+**Bold/Disruptive**: Surprise, Urgency, Discovery  
+**Trustworthy/Stable**: Reassurance, Problem-Solution, Validation  
+**Aspirational/Premium**: Aspiration, Transformation, Discovery  
+**Empowering/Enabling**: Empowerment, Transformation, Momentum  
+**Community-Focused**: Validation, Transformation, Empowerment
+
+### By Audience State
+
+**Unaware of problem**: Discovery, Urgency  
+**Aware but skeptical**: Validation, Reassurance, Problem-Solution  
+**Ready to act**: Empowerment, Momentum, Urgency  
+**Seeking inspiration**: Aspiration, Transformation, Discovery
+
+## Combining Arcs
+
+For longer videos (90s+), you can combine arcs:
+
+### Problem-Solution + Transformation
+- Start: Frustration with problem
+- Middle: Solution + journey of using it
+- End: Transformed state
+
+### Discovery + Aspiration
+- Start: Curiosity about something new
+- Middle: Reveal what's possible
+- End: Desire to achieve it
+
+### Validation + Empowerment
+- Start: Feeling alone in challenge
+- Middle: Community of others + tools to help
+- End: Confident and capable
+
+## Pacing the Emotional Arc
+
+### Fast Arc (15-30s)
+- **Quick hook** (2-3s): Immediate emotion
+- **Rapid development** (10-20s): Fast progression
+- **Punchy resolution** (3-5s): Clear payoff
+
+**Best for**: Social media, ads, simple messages
+
+### Medium Arc (30-60s)
+- **Clear hook** (5-10s): Establish emotion
+- **Developed middle** (20-40s): Build journey
+- **Satisfying resolution** (5-10s): Strong payoff
+
+**Best for**: Most commercial video, balanced approach
+
+### Slow Arc (60-120s)
+- **Establishing hook** (10-20s): Set context deeply
+- **Rich development** (40-80s): Full journey
+- **Resonant resolution** (10-20s): Emotional payoff
+
+**Best for**: Storytelling, complex ideas, emotional content
+
+## Emotional Intensity
+
+### Building Intensity
+Start lower, build to peak, resolve higher than start.
+
+```
+Emotion
+   ^
+   |           /\
+   |          /  \___
+   |    _____/
+   |___/
+   +----------------> Time
+```
+
+**Best for**: Most videos - natural arc
+
+### Sustained High Intensity
+Start high, maintain, end high.
+
+```
+Emotion
+   ^
+   |  _______________
+   | /               \
+   |/                 \
+   |
+   +----------------> Time
+```
+
+**Best for**: Urgent messages, high-energy brands, short videos
+
+### Roller Coaster
+Multiple peaks and valleys.
+
+```
+Emotion
+   ^
+   |  /\    /\    /\
+   | /  \  /  \  /  \
+   |/    \/    \/    \
+   |
+   +----------------> Time
+```
+
+**Best for**: Longer videos, complex stories, entertainment
+
+## Testing Your Emotional Arc
+
+Ask these questions:
+
+1. **Clear starting emotion?** Viewer should feel something specific at start
+2. **Intentional progression?** Emotion should change deliberately
+3. **Satisfying resolution?** Viewer should feel payoff
+4. **Matches brand?** Arc should align with brand personality
+5. **Serves objective?** Arc should support video goal
+
+## Common Mistakes
+
+### Starting Too High
+If you start at peak emotion, nowhere to go. Start lower to allow build.
+
+### No Progression
+If emotion is flat throughout, video feels boring. Must have change.
+
+### Unearned Resolution
+If you don't build properly, resolution feels hollow. Journey matters.
+
+### Wrong Arc for Objective
+Aspiration arc won't drive urgent conversion. Match arc to goal.
+
+### Ignoring Brand Personality
+Surprise arc for conservative brand feels off. Stay true to brand.
+
+### Too Many Peaks
+Multiple emotional peaks in short video exhausts viewer. One clear arc.
+
+## Arc + Visual Style
+
+The emotional arc should be reinforced by visual choices:
+
+### Problem-Solution Arc
+- **Problem**: Darker, desaturated, confined spaces
+- **Solution**: Brighter, saturated, open spaces
+
+### Transformation Arc
+- **Before**: Muted colors, static shots
+- **After**: Vibrant colors, dynamic movement
+
+### Discovery Arc
+- **Start**: Mysterious, partial reveals
+- **End**: Full reveals, bright, clear
+
+### Aspiration Arc
+- **Throughout**: Beautiful, aspirational imagery
+- **Intensifying**: More impressive as video progresses
+
+### Urgency Arc
+- **Start**: Calm
+- **Middle**: Increasing tension (faster cuts, tighter shots)
+- **End**: Peak urgency (rapid pace, direct address)
+
+## Arc + Music
+
+Music should follow and enhance the emotional arc:
+
+### Building Arc
+Music should crescendo with emotion, peak at climax
+
+### Sustained Arc
+Consistent energy level, driving rhythm
+
+### Transformation Arc
+Music should shift character from before to after
+
+### Discovery Arc
+Music should build wonder and excitement
+
+### Reassurance Arc
+Music should move from tense to calm
+
+## Quick Reference
+
+| Arc | Start | Middle | End | Best For |
+|-----|-------|--------|-----|----------|
+| Problem-Solution | Frustrated | Hopeful | Relieved | SaaS, B2B |
+| Transformation | Struggling | Growing | Triumphant | Education, wellness |
+| Discovery | Curious | Wondering | Excited | Launches, innovation |
+| Aspiration | Longing | Believing | Desiring | Luxury, lifestyle |
+| Urgency | Comfortable | Concerned | Motivated | Limited offers |
+| Empowerment | Limited | Learning | Confident | Tools, platforms |
+| Validation | Doubtful | Recognized | Confident | Community brands |
+| Surprise | Expecting | Surprised | Delighted | Creative brands |
+| Reassurance | Anxious | Understanding | Calm | Healthcare, finance |
+| Momentum | Static | Moving | Accelerating | Growth platforms |
+
+## Short-Form Arc Compression (15-30s)
+
+Short videos (social, TikTok, Instagram) cannot sustain a traditional three-act arc. Instead, compress to a **three-beat structure**:
+
+**Beat 1 (0-50% of duration):** Establish one emotional state clearly — recognition, desire, tension, or curiosity.
+**Beat 2 (50-75% of duration):** Introduce friction, surprise, or reframe. This beat prevents the arc from feeling like a predictable slide deck. Show: a rejected idea, an unexpected constraint, a moment where the expected path was wrong, a tension between what the brand could do and what it chose to do.
+**Beat 3 (75-100% of duration):** Resolution that earns the emotional shift.
+
+**The surprise requirement for short-form**: Even at 15-30s, the viewer must encounter one moment where their assumption is challenged. 'Feedback → product' is a slide. 'Feedback → unexpected constraint/choice → product' is a story. If the arc can be summarized as 'A leads to B', add the beat that makes it 'A leads to unexpected C, which enables B.'
+
+**The shift must be causally earned, not just sequenced.** The viewer must understand WHY they moved from state A to state B. For community brands: show the mechanism of participation (your feedback → this ingredient). For transformation brands: show the before/after contrast in the same frame or object. A logo landing is not a resolution unless something in the video built toward it. Test: cover the logo — does the final scene still feel like arrival? If not, the arc is unearned.
+
+**Concreteness requirement for abstract claims:** When the emotional arc involves abstract concepts (listening, community, co-creation), each beat must contain at least one concrete artifact:
+- Beat 1 (establishing state): Show **verbatim text** from real customer requests, reviews, or community posts. 'Dots representing feedback' fails—the viewer must be able to read actual words they might have written themselves.
+- Beat 2 (friction/surprise): Name the specific constraint or tradeoff the brand made. 'We listened' is abstract; 'We combined 847 requests for a tinted moisturizer with SPF into one formula' is concrete.
+- Beat 3 (resolution): The reveal must be **identifiable without the brand name**. If 'G Suit' means nothing to the viewer, the scene has no payoff. Either show the product visually (recognizable packaging) or explain what it is in the same beat.
+
+**The viewer state test for community arcs:** At the reveal moment, ask: would the viewer feel 'that's MY feedback that made this' or just 'feedback in general made this'? The first is emotional; the second is intellectual. Abstract-to-abstract arcs (dots → product name) always produce the second.
+
+Abstract-to-abstract arcs (dots representing feedback → dots converging) fail the viewer state test because no specific information anchors the emotional shift.
+
+The shift must be felt, not just stated. At 15s, you have time for exactly one emotional movement. At 30s, you might have two movements but not three.
+
+**Anti-pattern for short-form:** Three scenes that all deliver the same soft/aspirational register. This produces a mood without an arc. Even a 15s video needs internal contrast — the last 5 seconds should feel different from the first 5 seconds.
+
+**Social-specific registers:**
+- Recognition → Desire (show me, then make me want it)
+- Curiosity → Satisfaction (hook, then payoff)
+- Intimacy → Belonging (personal, then communal)

package/dist/skills/editframe-brand-video-generator/references/genre-selection.md

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+---
+title: Genre Selection
+description: Full genre palette for brand video — formal characteristics, appropriate contexts, and compositional implications for each genre.
+type: reference
+order: 10
+---
+
+# Genre Selection
+
+Genre is the formal language a video speaks. It determines editing tempo, the role of music, whether narration is appropriate, and what kind of visual authority the video claims. Choosing the wrong genre produces a video that is technically correct but tonally alien — a product that nobody asked for.
+
+Genre must be derived, not assumed. See Phase 0.5 in the main skill for the derivation process.
+
+---
+
+## Genres for Rational-Appeal Brands
+
+Used when the audience is evaluating: developers, technical buyers, B2B decision-makers, financial consumers.
+
+### Feature Demonstration
+The product is the protagonist. The video is a structured tour of capability.
+
+- **Editing**: Medium tempo, deliberate. Each cut serves a new capability.
+- **Music**: Neutral — present but not emotive. The product should be audible over the music metaphorically.
+- **Narration**: Usually appropriate. Voiceover or text captions that name what is being shown.
+- **Visual authority**: Screen recordings, UI interactions, real product behavior. Illustration only for abstract mechanics (data flow, request handling).
+- **Wrong for**: Any brand whose audience chose it for aesthetic or identity reasons. A developer tool used by indie hackers for its personality should not produce a clinical feature tour.
+
+### Problem-Solution
+Two states — before and after. The product is the bridge.
+
+- **Editing**: Contrast-driven. Before scenes feel heavier, slower, more cluttered. After scenes feel lighter.
+- **Music**: Can shift register between before/after to reinforce the contrast.
+- **Visual metaphor**: The "before" state must be specific to this product's actual users, not a generic "chaos" stock image. What does friction look like for a developer deploying? For a designer sharing files? Name it specifically.
+- **Wrong for**: Brands that don't have a clear before/after (lifestyle, identity brands). Forcing a problem-solution structure onto a brand whose appeal is aspirational produces an awkward, unearned arc.
+
+### Proof / Evidence
+The product's claims are shown, not stated. Data, metrics, real usage patterns.
+
+- **Editing**: Methodical. Each scene introduces one piece of evidence.
+- **Music**: Minimal. Evidence speaks for itself.
+- **Use when**: The brand's differentiation is empirical (performance, scale, reliability) and the audience needs to be convinced, not just felt-at.
+
+---
+
+## Genres for Sensory/Aesthetic-Appeal Brands
+
+Used when the audience is seeking experience: consumer beauty, fashion, food, fragrance, interiors, premium goods.
+
+### Mood Film
+The video is a sensory argument. It does not explain; it demonstrates a feeling.
+
+- **Editing**: Driven by music tempo and texture. Cuts land on beats or against them deliberately.
+- **Music**: Primary carrier of meaning. Music choice is a brand decision, not a background choice.
+- **Narration**: Rarely appropriate. If text appears, it should feel like poetry, not copy.
+- **Visual language**: Texture, light, skin, material, detail. Close-ups over establishing shots. Movement over stasis.
+- **Duration**: Mood films work at 15–30s. Longer requires a narrative arc to sustain.
+- **Wrong for**: Any brand where the audience needs to understand something before they can feel something.
+
+### Product Poetry
+The object in motion — no people, no narration, pure product behavior.
+
+- **Use when**: The product is visually distinct, the design is the message, and the audience is already familiar with the category.
+- **Motion approach**: The product's own material logic should generate the motion — a skincare product's texture suggests slow pour; a streetwear drop suggests quick reveal; a precision tool suggests deliberate movement.
+- **Wrong for**: Products that look generic (the design is not differentiated) or products the audience hasn't heard of (no context).
+
+### Texture Reel
+A sequence of material close-ups — fabric, skin, food, surface — that builds a sensory argument for quality or feeling.
+
+- **Editing**: Fast or slow depending on energy. Often music-forward.
+- **Use when**: The brand's truth is material (what it's made of, what it feels like) and the website/photography already reflects this.
+- **Compositional note**: Each shot should isolate one texture. The sequence builds an argument through accumulation.
+
+---
+
+## Genres for Community/Identity-Appeal Brands
+
+Used when the audience is seeking belonging: lifestyle brands, streetwear, music, fitness culture, subcultures.
+
+### Community Portrait / Faces Film
+Real people as the brand's primary visual material. The brand is the audience.
+
+- **Editing**: Humanistic tempo — long enough on each face to register the person, not just their demographic.
+- **Music**: Should feel like something the community would actually listen to, not background licensing.
+- **Visual authority**: The faces must be real or feel real. Polished model shots break the community contract.
+- **Narration**: Rarely appropriate. Let faces speak.
+- **Wrong for**: Any brand that doesn't already have a community — this genre requires authentic material. Fabricating it reads as hollow.
+
+### Cultural Artifact
+The video looks like something the community produces, not something the brand made about the community.
+
+- **Editing tempo**: Platform-native. What does content on this platform look like at its best? Match that register.
+- **Visual quality**: Often deliberately lo-fi, handheld, grain-forward. Polish is a liability for authenticity-first brands.
+- **Music**: Culturally specific. The wrong track is a category error.
+- **Wrong for**: Premium brands where polish is part of the product promise.
+
+### Aspirational / Dream State
+The audience in the world they want to inhabit — the product is how they get there, but it's not the subject.
+
+- **Use for**: Lifestyle brands where the aspiration is the product. The brand sells a version of a life, not a physical object.
+- **Editing**: Slow, expansive. Room to imagine.
+- **Visual language**: Space, light, movement. The aspiration has physical textures — cold water, warm light, open sky.
+- **Wrong for**: Products that require explanation before aspiration. If the audience doesn't know what the product does, aspiration won't land.
+
+---
+
+## Hybrid Genres
+
+### Sensory → Rational (Earned Evidence)
+Lead with mood or sensation; resolve with a fact that gives the feeling a foundation.
+
+- **Use when**: The brand has both sensory appeal and a rational claim worth making (premium food brand with real sourcing; skincare brand with actual clinical data)
+- **Structure**: Establish feeling → reveal the reason behind it
+- **Wrong version**: The sensory section is disconnected from the rational section. They must feel like the same argument.
+
+### Rational → Sensory (Made Real)
+Lead with a technical truth; show what it feels like in practice.
+
+- **Use when**: The brand's differentiation is structural but the audience experiences it emotionally (a payments API whose reliability means a founder's business doesn't go down on Black Friday)
+- **Structure**: State the fact → show the human consequence
+- **Wrong version**: The emotional section is generic human-interest footage unconnected to the specific technical truth.
+
+---
+
+## Genre Fitness Checks
+
+Before committing to a genre, run these:
+
+**1. Audience test**: Would the target audience, encountering this genre cold, feel it was made for them? Or would it feel like it was made for someone else?
+
+**2. Truth test**: Does the chosen genre allow the Phase 0 brand truth to be expressed? A truth about invisibility fits a mood film. A truth about a specific API design does not.
+
+**3. Platform test**: Does the genre work at the required duration and aspect ratio? A mood film at 60s on LinkedIn is wrong. A community portrait at 15s on TikTok might work.
+
+**4. Anti-pattern check**: Is the chosen genre the default for this product category? If so, what would a competitor produce? If the answer is "the same thing," the genre is wrong unless there is a strong reason to own the default.