@growthub/cli 0.3.41 → 0.3.43

package/assets/shared-templates/ad-formats/bedroom-minimic-talk.md

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+# Ad Format: Bedroom Mini-Mic Talk
+> ID: `bedroom-minimic-talk`
+> Category: Skincare / Beauty Tech / Consumer Product (any)
+> Length: 20–30 seconds (proven at 23s)
+> Scene Count: 6
+> Hook Variations: 5 (A–E)
+> Status: ✅ PROVEN — Solawave BOGO brief, April 2026
+> Aspect Ratios: 9:16 primary, 1:1 secondary
+
+---
+
+## MUSE REFERENCE
+
+- **Creator:** @frankyshaw (Instagram / TikTok)
+- **URL:** https://www.instagram.com/reels/DU1lWOeDsdg/
+- **Original product featured:** Dr. Melaxin Cemenrete (Korean skincare)
+- **Local muse file:** `~/Downloads/Korean skincare truth…mp4`
+- **Runtime:** 23 seconds | 720×1280 | 9:16 vertical
+- **Why it works:** High-spend, high-persuasion skincare category. Meme-bookend (opens tired/closes approving) creates an emotional payoff that feels earned. Mini-mic prop signals authenticity without production cost. TikTok comment overlay intercepts the #1 objection before it forms. Self-aware humor prevents it from feeling like an ad.
+
+---
+
+## FORMAT SIGNALS (non-negotiable)
+
+These elements define the format. Remove any one and the format stops working.
+
+1. **Mini-mic prop** — silver condenser-style microphone held at chin/chest level in every close-up. This is the TikTok "I'm about to tell you the truth" signal.
+2. **Meme bookend** — viral meme overlay opens the ad (relatable problem) and closes it (approving/satisfied). Same meme character, emotional state flips from tired → happy. DW from Arthur was the original; any relatable viral character works.
+3. **Bedroom / cozy desk setting** — warm ambient light, slightly messy background. Specifically NOT a studio. Authenticity depends on this.
+4. **Karaoke-style captions** — white text, black outline, key words bolded. Bottom third. Essential — 70%+ views are silent.
+5. **Product shown 3× minimum** — held casually (Scene 2), in use/active state (Scene 4), flat lay with arrows (Scene 5). Never just once.
+6. **"this is the real deal."** — this exact phrase with arrows pointing at the product in the flat lay scene (Scene 5). Proven persuasion trigger. Do not paraphrase.
+7. **TikTok comment overlay** — "Is this legit?" comment bubble overlaid in Scene 3. Addresses skepticism from inside the format, not as a defensive rebuttal.
+
+---
+
+## PROVEN SCENE STRUCTURE
+
+| # | Scene Name | Timecode | Beat | Sacred Element |
+|---|------------|----------|------|----------------|
+| 1 | Opening Hook | 0–3s | Pattern interrupt — scroll stop | Meme overlay + problem statement. 5 variations (A–E). |
+| 2 | Authority & Problem | 3–8s | Shared experience builds credibility | Mini-mic, product held casually, "$X spent, nothing worked" |
+| 3 | Skeptic Pivot | 8–13s | Disarm objection before it forms | TikTok comment "Is this legit?" overlay + product reveal |
+| 4 | Product Demo | 13–18s | Product in action — visual proof | Active visual effect (red light, glow, motion). Product in use. |
+| 5 | Before/After + Authority | 18–21s | Receipt / social proof | Split screen + flat lay + arrows + "this is the real deal." |
+| 6 | CTA Close | 21–23s | Convert | Meme bookend (approving) + offer overlay + "link in bio" |
+
+---
+
+## SCENE MODULES USED IN THIS FORMAT
+
+Plug these directly from `scene-modules/`:
+
+| Scene | Module ID | File |
+|-------|-----------|------|
+| 1 | `meme-overlay` OR `tiktok-comment` OR `pov-confession` OR `dollar-amount` | `hooks/<id>.md` |
+| 2 | `minimic-problem` | `body/minimic-problem.md` |
+| 3 | `tiktok-skeptic-pivot` | `body/tiktok-skeptic-pivot.md` |
+| 4 | `product-demo-glow` | `body/product-demo-glow.md` |
+| 5 | `before-after-flatlay` | `body/before-after-flatlay.md` |
+| 6 | `bogo-meme-bookend` | `cta/bogo-meme-bookend.md` |
+
+---
+
+## ADAPTATION RULES
+
+### Keep (sacred)
+- Scene count: exactly 6
+- Mini-mic prop in Scenes 1, 2, 3, 6
+- Meme overlay in Scene 1 (hook) AND Scene 6 (approving bookend) — same meme, emotional flip
+- TikTok comment overlay in Scene 3
+- "this is the real deal." + arrows in Scene 5
+- Self-aware humor beat — one moment in Scene 3–4 (breaks 4th wall)
+- Bedroom/cozy setting throughout — never studio
+
+### Swap (per brand)
+- The specific meme character (DW from Arthur → any relatable viral character)
+- The product shown — must have a visually active state (glow, motion, transformation)
+- The dollar amount in Scene 2 ("$300 on serums" → "$X on [category product]")
+- The TikTok comment text — keep structure, swap the product reference
+- The offer text in Scene 6 ("BOGO" → "50% off" → "Free trial" → etc.)
+
+### Never
+- Studio lighting or production set — ruins the UGC authenticity
+- Full-frame video meme cuts — meme must be overlay on creator's frame (eyes always visible above)
+- Voiceover-only — the actor must be on screen speaking (this format is UGC dialogue, not VO)
+- More than 3 seconds of uninterrupted talking head — always break with a visual
+- Product shown without active state — for beauty tech, the glow/effect IS the product
+
+---
+
+## AI ACTOR SPEC (default — adapt per brand)
+
+```yaml
+age_range:      "22–32"
+gender:         "Female-presenting"
+look:           "Natural, warm skin tone. Light or no visible makeup. Hair loosely pulled back or down."
+outfit:         "Oversized hoodie or neutral crew-neck top. Bedroom-casual — NOT styled."
+setting:        "Cozy desk or bedroom. Warm ambient light (lamp or diffused window). Slight background clutter (books, skincare items, etc.) — NOT minimalist."
+prop:           "Silver condenser-style mini microphone. Essential. Always in hand for Scenes 1–3 and 6."
+energy:         "Conspiratorial best-friend energy. 'I looked this up so you don't have to.' NOT spokesperson."
+```
+
+---
+
+## DOCX JS STUBS
+
+Paste these sceneBlock() calls into the brief JS file. Replace `[PLACEHOLDERS]`.
+
+```js
+// SCENE 1 — Hook Window (use for the shared scene setup above the 5 hook cards)
+sceneBlock("SCENE 1 — HOOK WINDOW", "0–3 seconds  |  MUST stop the scroll", [
+  ["Visual Direction", "AI actor at desk/bedroom. Meme overlay fills lower 60% of frame. Actor's eyes visible above meme. Mini-mic in hand at chin level. Warm ambient lighting."],
+  ["On-Screen Text",   "[Hook line from variation — white bold caption, bottom third]"],
+  ["AI Actor VO",      "[Hook line from active variation — natural delivery, not scripted]"],
+  ["Purpose",          "Stop the scroll. Pattern-interrupt with meme format. Identify pain point before viewer can tap away."],
+])
+
+// SCENE 2 — Authority & Problem
+sceneBlock("SCENE 2 — AUTHORITY & PROBLEM", "3–8 seconds  |  Consistent across all variations", [
+  ["Visual Direction",  "AI actor close-up. Mini-mic in one hand, [PRODUCT_NAME] held casually in the other. Skincare shelf visible, slightly out-of-focus background."],
+  ["Actor Line",        "'I've tried [CATEGORY_PRODUCTS]. [DOLLAR_SPENT] later. Nothing gave me what I actually needed for [PAIN_POINT].'"],
+  ["On-Screen Text",    "'[products listed].' — caption. Key words bold."],
+  ["Purpose",           "Build credibility through shared experience. She's not naive — she's tried everything. Positions [PRODUCT_NAME] reveal as earned discovery."],
+  ["Transition",        "Direct cut to close-up of [PRODUCT_NAME] being lifted into frame."],
+])
+
+// SCENE 3 — Skeptic Pivot + Product Intro
+sceneBlock("SCENE 3 — SKEPTIC PIVOT + PRODUCT INTRO", "8–13 seconds  |  Consistent across all variations", [
+  ["Visual Direction",  "TikTok comment bubble overlaid: 'Is this legit tho?' — actor glances at it, smiles, looks back at camera. [PRODUCT_NAME] now held up, [ACTIVE_STATE]."],
+  ["Actor Line",        "'That's literally what I said. So I looked it up. [MECHANISM] — [WHAT IT DOES] — in [PRODUCT_FORM] you use at home.'"],
+  ["On-Screen Text",    "TikTok comment: 'Is this legit tho?' → clears. Caption: '[MECHANISM]. at home.' — bold highlight on [MECHANISM]."],
+  ["Purpose",           "Intercept #1 objection ('is this a gimmick?') before viewer consciously forms it. [ACTIVE_STATE] = visual proof it does something."],
+  ["Transition",        "Cut to [PRODUCT_NAME] in use — [ACTIVE_STATE] in motion."],
+])
+
+// SCENE 4 — Product Demo
+sceneBlock("SCENE 4 — PRODUCT DEMO", "13–18 seconds  |  Consistent across all variations", [
+  ["Visual Direction",  "Close-up of [PRODUCT_NAME] in use: [USE_AREA_1], [USE_AREA_2], [USE_AREA_3]. [ACTIVE_STATE] visible and cinematic. Skin looks luminous, dewy."],
+  ["Actor Line",        "'[MECHANISM_SHORT] — [BENEFIT]. You use it for [TIME]. Done.'"],
+  ["On-Screen Text",    "'[MECHANISM_SHORT]' — caption. Then: '[TIME]. That's it.' — bold, centered."],
+  ["Purpose",           "Show the product WORKING. [ACTIVE_STATE] is [BRAND]'s visual superpower. Make viewer want that effect on their own skin."],
+  ["Transition",        "Cut to split-screen: before LEFT — [PRODUCT_NAME] in use RIGHT."],
+])
+
+// SCENE 5 — Before/After + Product Authority
+sceneBlock("SCENE 5 — BEFORE/AFTER + PRODUCT AUTHORITY", "18–21 seconds  |  Consistent across all variations", [
+  ["Visual Direction",  "(1) Split-screen 1.5s: bare skin LEFT — same with [PRODUCT_NAME] in use RIGHT.\n\n(2) Product flat lay: [PRODUCT_NAME] centered on clean surface. [ACTIVE_STATE]. 3 white arrows point down at product. Warm lighting."],
+  ["Actor Line",        "'This is the real deal. [PERSONAL_RESULT_STATEMENT].'"],
+  ["On-Screen Text",    "Split: LEFT 'before [BRAND_NAME]' / RIGHT '[TIMEFRAME]'\n\nFlat lay: 'this is the real deal.' — bold white + 3 animated arrows pointing down. '[BRAND_NAME]' below."],
+  ["Purpose",           "Social proof + product authority. Split-screen is the receipt. 'this is the real deal.' closes the credibility loop before the CTA."],
+  ["Transition",        "Hard cut to CTA frame."],
+])
+
+// SCENE 6 — CTA Close
+sceneBlock("SCENE 6 — CTA + OFFER CLOSE", "21–23 seconds  |  Consistent across all variations", [
+  ["Visual Direction",  "Actor back on camera, mini-mic in hand, [PRODUCT_NAME] raised toward camera ([ACTIVE_STATE]). Approving/confident expression. Optional: meme bookend (approving version of Scene 1 meme) for 0.5–1s."],
+  ["Actor Line",        "'[OFFER_TEXT] right now — link in bio.'"],
+  ["On-Screen Text",    "'[OFFER_TEXT]' — large bold\n'[LANDING_PAGE]' — below\n'Shop Now →'\n(Optional: 'Limited time | Results may vary')"],
+  ["Purpose",           "Drive the one action: click. [OFFER] is the urgency mechanism. 2 seconds max — viewer already knows. Just close."],
+])
+```
+
+---
+
+## AI GENERATION PROMPTS (per-scene stubs)
+
+Replace `[PLACEHOLDERS]` with brand-specific values.
+
+```
+SCENE 1 — Muse Hook
+Photoreal female creator, [AI_ACTOR_AGE], natural look, warm skin tone. Bedroom desk. Casual [OUTFIT]. Silver condenser mini-mic in hand. [MEME_CHARACTER] overlay fills lower 60% — creator's eyes visible above. She glances at meme, looks up with knowing half-smile. Authentic TikTok creator bedroom reel. 9:16. 3 seconds.
+
+SCENE 2 — Authority & Problem
+Same creator. Mini-mic in left hand. [PRODUCT_NAME] held casually in right (not presenting). [CATEGORY_ITEMS] slightly out-of-focus on shelf behind. She speaks candidly, slightly frustrated then resolving. Warm golden light. Tight angles: face / hands / shelf. 9:16. 5 seconds.
+
+SCENE 3 — Skeptic Pivot + Reveal
+Same creator. TikTok comment bubble overlaid: 'Is this legit tho?' — she glances at it, smiles, looks at camera. Turns [PRODUCT_NAME] toward lens — [ACTIVE_STATE] faces camera. [ACTIVE_STATE] cinematic and warm. Handheld feel. 9:16. 5 seconds.
+
+SCENE 4 — Product Demo
+Extreme close-up of [PRODUCT_NAME] gliding along skin: [USE_AREA_1], [USE_AREA_2], [USE_AREA_3]. [ACTIVE_STATE] warm and cinematic. Dewy healthy skin texture. Micro-clips, cut every 1.5–2s. Creator's voice continues over. 9:16. 5 seconds.
+
+SCENE 5 — Before/After + Flat Lay
+CLIP 1: Split-screen. LEFT bare natural skin label 'before [BRAND_NAME]' / RIGHT [PRODUCT_NAME] in use label '[TIMEFRAME]'. Matching warm light both sides.
+CLIP 2: [PRODUCT_NAME] centered on white/marble surface. [ACTIVE_STATE]. 3 white arrows pointing down. 'this is the real deal.' bold white text. 9:16. 3 seconds.
+
+SCENE 6 — CTA
+Creator energized, [PRODUCT_NAME] raised toward camera ([ACTIVE_STATE]). Warm, direct smile. Optional: meme bookend 0.5s. Fades to: '[OFFER_TEXT]' bold + '[LANDING_PAGE]' + 'Shop Now →'. 9:16. 2 seconds.
+```
+
+---
+
+## FIRST DEPLOYED — Solawave BOGO Campaign
+
+- Brief: `~/Downloads/Solawave_VideoBrief_KoreanSkincaretruth_v1_20260409.docx`
+- Brand kit: `brands/solawave/brand-kit.md`
+- Script: `/tmp/docx_work/solawave_brief_v1.js`

package/assets/shared-templates/ad-formats/frame-analysis.md

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+# Frame-by-Frame Video Analysis — Full Methodology
+> **Load this file only when:** a muse video is provided AND no frozen format matches in `INDEX.md`.
+> **Skip this file when:** a matching format exists in `INDEX.md` — use the format file instead.
+>
+> Source of truth: proven on Clarifion ODRx brief (April 2026), TheraPet muse → 9-scene match.
+
+---
+
+## WHY THIS MATTERS
+
+A muse video is not a reference for "tone and feel." It is a **performance-proven creative structure**.
+When a user says "use this as the muse," they mean:
+- Same number of scenes — same types in the same order
+- Same visual character format (villain objects, product characters, UGC creator, etc.)
+- Same karaoke text rhythm and placement
+- Same emotional arc (where the tone shifts from problem → solution)
+- Same CTA structure
+
+Writing a brief based on vibes from the muse = wrong. Reverse engineering frame by frame = right.
+
+---
+
+## PHASE 1: VIDEO INGESTION
+
+```bash
+# Get runtime + dimensions
+ffprobe -v quiet -print_format json -show_format -show_streams "/path/to/video.mp4" \
+  | python3 -c "import sys,json; d=json.load(sys.stdin); \
+    [print(s.get('duration','?'),'sec |',s.get('width','?'),'x',s.get('height','?')) \
+    for s in d['streams'] if s.get('codec_type')=='video']"
+
+# Create frame output dir + extract at 3-second intervals
+mkdir -p /tmp/muse_frames
+ffmpeg -i "/path/to/video.mp4" -vf fps=1/3 /tmp/muse_frames/frame_%ds.jpg 2>&1 | tail -3
+ls /tmp/muse_frames/ | sort
+```
+
+**Interval guide:**
+- 90–120s video → fps=1/3 (~30 frames, covers every beat)
+- 20–30s TikTok video → fps=1/2 (~12 frames)
+- Already extracted? Check `/tmp/muse_frames/` before re-running ffmpeg.
+
+**If URL only (no local file):** Note URL in brief as muse reference. Ask user for local copy.
+Frames stored at: `/tmp/muse_frames/frame_Xs.jpg` (X = elapsed seconds)
+
+---
+
+## PHASE 2: FRAME READING — WHAT TO LOOK FOR
+
+Read ALL frames using the Read tool. Never skip. Batch 3 frames per tool call for speed.
+
+| Element | What to Note |
+|---|---|
+| **Setting** | Interior? Exterior? Warm? Clinical? Chaotic? |
+| **Characters** | Real creator? Animated? Product objects with villain faces? Animals? |
+| **Villain format** | Animated product objects with expressive faces + small arms? |
+| **On-screen text** | Exact words. Which word is highlighted? Color? Position? |
+| **Tone/lighting** | Warm golden? Cool clinical? Chaotic? Clean minimal? |
+| **Scene energy** | Agitation/frustration OR resolution/warmth/calm? |
+
+**6 structural questions — answer before writing a single word of the brief:**
+1. How many distinct scenes? (count by setting/character changes, not frame count)
+2. Exactly when does the tone flip from problem → solution? (which scene number?)
+3. What is the character format? (villain animated objects? UGC creator? doctor?)
+4. What is the on-screen text style? (karaoke word-by-word? full sentences? stacked?)
+5. When does the product first appear? (what scene? floor/wall/box/hand?)
+6. How does the CTA end? (stacked boxes? product close-up? person holding? static card?)
+
+---
+
+## PHASE 3: SCENE MAP FORMAT
+
+```
+SCENE MAP: [Muse Title] — [Total Runtime]
+
+SCENE N  |  0–Xs
+  Setting:   [description]
+  Character: [villain format or creator type]
+  Text:      "[word1]" → "[WORD2 — highlighted]" → "[word3]" → ...
+  Beat:      HOOK / AGITATION / PRODUCT INTRO / SOCIAL PROOF / CTA
+  Energy:    CHAOTIC / WARM / CLINICAL / ASPIRATIONAL
+
+KEY STRUCTURAL FINDINGS:
+  - Total scenes: N
+  - Tone flip at: Scene N
+  - Character format: [description]
+  - Text style: [karaoke / sentences / stacked]
+  - Product reveal: Scene N, [floor/wall/box]
+  - CTA end format: [description]
+```
+
+---
+
+## PHASE 4: ADAPTATION RULES
+
+**The hierarchy — in order of priority:**
+1. **Scene count is sacred** — if the muse has 9 scenes, the brief has 9 scenes. No exceptions.
+2. **Scene TYPE is sacred** — if Scene 2 is "villain-inside-failed-product," the new brief Scene 2 must be villain-inside-failed-product equivalent.
+3. **Character format is sacred** — animated villain objects → stay animated villain objects. Never swap to real people.
+4. **Text rhythm is sacred** — karaoke word-by-word → specify karaoke word-by-word. Show exact muse text then new brand equivalent.
+5. **Tone shift scene is sacred** — the warmth flip happens at the same scene number.
+6. **Only the product + copy change** — everything else is replicated.
+
+| Muse Element | Action |
+|---|---|
+| Animated product villain character | Keep format — swap to equivalent failed competitor product |
+| Specific competitor brand names | Remove — use generic label ("Enzyme Cleaner," "Scented Plug-In") |
+| Brand-specific animals | Keep same animals — emotional arc mirrors the problem/solution |
+| Calendar on wall (60 days) | Adapt to match your guarantee period exactly |
+| Social proof persona (gray-haired woman) | Match to target persona age and type |
+| Product packaging color/design | Replace with real product from brand assets |
+| Guarantee language | Must match brand compliance exactly |
+
+---
+
+## PHASE 5: BRIEF FORMAT FOR NEW MUSE-DRIVEN BRIEFS
+
+Each scene must have:
+```
+[SCENE N header bar — brand secondary color]
+  → Scene number + name + timecode
+
+[MUSE reference strip — light gray, italics]
+  → "MUSE: [exact description of what the muse does + exact text shown]"
+
+[3-column table: VISUAL DIRECTION | ON-SCREEN TEXT | VOICEOVER]
+```
+
+**The ↑ mirrors: notation** — for every on-screen text line, show the muse equivalent:
+```
+→ RED LIGHT THERAPY
+• AT HOME (highlight)
+↑ mirrors: MOTHER CAT PRODUCES / SAFE HERE 24
+```
+This notation lets animators/editors confirm they are matching the muse, not improvising.
+
+**Scene mapping table** — always the FIRST section of the brief:
+```
+| # | Muse — What Happens | New Brand — Equivalent Beat |
+|---|---|---|
+| 1 | [timecode + muse beat + exact text] | [new brand equivalent] |
+```
+
+---
+
+## PHASE 6: FREEZE THE NEW FORMAT
+
+After completing the brief, freeze the format so future sessions don't re-derive it:
+1. Create `templates/ad-formats/<new-id>.md` — copy any existing format file as schema
+2. Add row to `templates/ad-formats/INDEX.md`
+3. Extract any reusable scene modules → `templates/scene-modules/<type>/<id>.md`
+4. Add rows to `templates/scene-modules/INDEX.md`
+
+---
+
+## PROVEN EXAMPLE: TheraPet → Clarifion ODRx (April 2026)
+
+**Muse:** TheraPet AI Animation | Runtime: 98.47s | 9:16 | 360×640 | 30fps
+**URL:** facebook.com/100068524006696/posts/1227321179562004
+
+| Scene | Timecode | Character | Text | Beat |
+|---|---|---|---|---|
+| 1 | 0–17s | Villain plug-in between 3 devices | WHY NOTHING CHANGED / AND YOU HAVE / MIGHT WORK | HOOK |
+| 2 | 17–29s | Villain INSIDE litter box | YOU'VE SPENT $300 / IN EVERY ROOM / YOU ARE JUST | AGITATION 1 |
+| 3 | 29–41s | Clay litter bag villain | YOU'VE TRIED CLAY / AND YOUR CATS / PROBLEM / SYSTEM | AGITATION 2 |
+| 4 | 41–50s | Enzyme cleaner + vinegar villains | PROBLEM IS SOLVED / EXACTLY WHERE THEY | AGITATION 3 |
+| 5 | 50–62s | Floxetine pill bottle villain | SURE THE SPRAYING / YOU GOT ZOMBIES / YOU'RE ZOMBIFYING | AGITATION 4 |
+| 6 | 62–74s | **TONE FLIP** — 3 TheraPet units glowing | MARKING AND SPRAYING / ALL IN ONE | PRODUCT INTRO |
+| 7 | 74–83s | Units plugged in, cat resting below | MOTHER CAT PRODUCES / SAFE HERE 24 | IN ACTION |
+| 8 | 83–92s | Gray-haired woman + cats + calendar | 60 DAYS / NO MESS | SOCIAL PROOF |
+| 9 | 92–98s | Stacked boxes + cats | PARENTS ALREADY / BACK GUARANTEED | CTA |
+
+**Key findings:** 9 scenes. Tone flip at Scene 6. Karaoke word-by-word, green highlight. Villain objects with faces + arms. Product reveal in trio formation on floor.
+
+**Frozen as:** `templates/ad-formats/villain-animation.md`
+
+---
+
+## CHECKLIST: BEFORE SUBMITTING A NEW MUSE-DRIVEN BRIEF
+
+```
+[ ] All frames read — none skipped
+[ ] Scene count matches muse exactly
+[ ] Scene mapping table on page 1
+[ ] Every scene has a MUSE: reference strip
+[ ] On-screen text word-by-word with ↑ mirrors: notation
+[ ] Tone shift scene identified and explicitly called out
+[ ] Villain/character format described exactly as in muse
+[ ] Product reveal scene matches muse scene number and format
+[ ] Social proof persona age + calendar day count correct
+[ ] CTA has correct offer + guarantee language (compliance checked)
+[ ] Brief ≤ 7 pages — tight, editor-readable
+[ ] No paragraph essays inside scene blocks — 3-column table format
+[ ] Format frozen in templates/ad-formats/ after brief is done
+```
+
+---
+
+## CRITICAL FAILURE MODES (DO NOT REPEAT)
+
+| Failure | What Happened | Correct Approach |
+|---|---|---|
+| Ignored muse structure | Wrote generic 5-section brief based on ad strategy, not the muse | Read every frame. Use the muse's scene count. |
+| Wrong scene count | Brief had 5 sections, muse had 9 scenes | Scene count must match muse exactly — no exceptions |
+| Generic visual direction | "animated home interior" — no villain spec | Describe character format exactly: animated object villains with faces and arms |
+| Missing karaoke specifics | No ↑ mirrors notation | Every text line maps back to muse text |
+| Prose-heavy scenes | Multi-paragraph essays in scene blocks | 3-column table, bullet-style, editor-readable |
+| Re-extracting existing frames | Re-ran ffmpeg when frames already in /tmp/muse_frames/ | Always `ls /tmp/muse_frames/` before running ffmpeg |
+| Skipping the freeze step | New format not added to template library | After every muse brief: freeze the format |

package/assets/shared-templates/ad-formats/process-specialist-medical.md

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+# Ad Format: "The Process Specialist"
+**ID:** `process-specialist-medical`
+**Category:** Medical / Regenerative Medicine / Healthcare Authority
+**Length:** ~50 seconds
+**Scene Count:** 5
+**Status:** ✅ PROVEN (Greentree Medical Center — v1 April 2026)
+**Muse:** None — original format built for Greentree Medical Center
+
+---
+
+## FORMAT OVERVIEW
+
+**Core Premise:** Lead with WHY the category fails (lack of diagnosis), not with the problem symptom. Position the brand as an elite diagnostic facility before positioning it as a treatment clinic. The 90% success rate is the proof point — and the diagnostic process is the explanation.
+
+**Primary Differentiator vs. Standard Doctor-Led Format:** Does NOT open with the doctor. Opens with an elderly UGC actor (patient voice) who experienced the category failure. Doctor appears in Scene 2 onward as the authority who explains the solution.
+
+**Competitor Framing:** Indirect. "Some clinics / most practices" language — no brand names. Creates category contrast without direct attack.
+
+---
+
+## SCENE STRUCTURE
+
+| Scene | Name | Timecode | Beat | Talent |
+|-------|------|----------|------|--------|
+| 1 | Opening Hook | 0–5s | Category failure question — scroll-stop | Elderly UGC actor OR Doctor clone |
+| 2 | The Problem at Other Clinics | 5–18s | Why the category fails — diagnostic gap | VO + B-roll (institutional/cool grade) |
+| 3 | The Brand's Diagnostic Process | 18–33s | The 3-step process that explains the success rate | Doctor AI clone + diagnostic B-roll |
+| 4 | The 90% Proof + Patient Story | 33–43s | Earned proof point + relatable patient outcome | Elderly UGC actor (1 line) + Doctor close |
+| 5 | CTA — Diagnostic Screening Request | 43–52s | Drive one action: screening request (NOT consultation) | Doctor AI clone + branded end card |
+
+---
+
+## SACRED ELEMENTS (never remove)
+
+- **Scene 2 color contrast:** Must be cooler/more institutional than Scenes 3–5. The visual shift IS the argument.
+- **Three B-roll badges in Scene 3:** Blood Work Reviewed → Imaging Analyzed → Candidate Confirmed. These make the process tangible.
+- **90% stat with context:** Always paired with "because we screen first" framing. Stat alone is a boast. Stat with explanation is authority.
+- **CTA language:** "Request a Diagnostic Screening" — NOT "schedule a consultation." This reframe attracts qualified prospects and repels passive/symptom-management patients.
+- **Results may vary disclaimer:** Mandatory alongside the 90% claim.
+
+---
+
+## HOOK VARIATIONS (5 — Scene 1 only)
+
+| Hook | Type | Talent | Hook Line |
+|------|------|--------|-----------|
+| A | Patient Story — Missed Step | Elderly woman 65–72 | "I went to one of those injection clinics. They didn't order a single blood test before they treated me." |
+| B | Doctor Challenge | Doctor AI clone | "Before we do anything at Greentree, I need to know one thing first — are you actually a candidate for this therapy?" |
+| C | Patient Story — Failed Attempt | Elderly man 67–74 | "I tried a regenerative treatment at another clinic. It didn't work. Took me a year to find out why." |
+| D | Doctor Authority | Doctor AI clone | "If your doctor didn't review your bloodwork before recommending a regenerative treatment — that's a major problem." |
+| E | Patient Story — Two Clinics | Elderly woman 65–73 | "Two different clinics told me I was a candidate for PRP. Neither one ever reviewed my imaging." |
+
+---
+
+## AI ACTOR SPECS
+
+**Elderly UGC Actors (2 required):**
+- Actor 1: Woman, 65–72, active-casual clothing, warm home or outdoor setting
+- Actor 2: Man, 67–74, active-outdoor look (golf/outdoor casual), backyard or garage setting
+- Both: Genuine expression, NOT stock-photo polished. NOT frail or clinical.
+
+**Doctor AI Clone:**
+- Physician, 50–60, white coat, clean clinic exam room background
+- Direct to camera. Measured pace. Clinical-warm lighting.
+- Must appear consistent across Scenes 2–5 (same clone instance)
+
+---
+
+## ADAPTATION RULES
+
+| Adapt | Keep | Never |
+|-------|------|-------|
+| Client name, doctor name, location | Scene structure and timecodes | Pain med / pain management language |
+| Specific services (PRP / Stem Cell / other regen modalities) | The diagnostic-process-as-differentiator angle | Direct competitor brand names |
+| Success rate percentage (verify and source before use) | Three-step process revelation in Scene 3 | Imagery suggesting pain clinic / opioid context |
+| Elderly UGC actor demographics (adjust for brand's target age) | CTA reframe as "Diagnostic Screening" | Guaranteed outcome claims |
+| B-roll sources | Color contrast Scene 2 (cool) vs Scenes 3–5 (warm) | Generic stock clinic imagery |
+
+---
+
+## COMPLIANCE REQUIREMENTS (Medical Formats)
+
+- All scripts referencing a specific doctor by name require doctor approval before publishing
+- "Results may vary" required alongside any success rate or outcome claim
+- PRP and stem cell claims may require FTC/FDA compliance review for paid social
+- DO NOT claim to diagnose or cure any condition
+- DO NOT make surgical-outcome comparison guarantees
+
+---
+
+## JS STUB REFERENCE
+
+Source script: `/tmp/docx_work/greentree_process_specialist_v1.js`
+Output: `~/Downloads/GreenTreeMedical_VideoBrief_ProcessSpecialist_v1_20260409.docx`
+
+To adapt for a new medical client:
+1. Update `CONFIG` fields (client_name, doctor_name, campaign_name, colors)
+2. Update `CONFIG.brand_constraint` from new client's brand-kit.md guardrails
+3. Update all hook lines (Scene 1) and the 3-step process (Scene 3) with new client specifics
+4. Update CTA text and website/phone in Scene 5
+5. Rename output file per naming convention
+
+---
+
+*Process Specialist format — frozen April 2026 — Greentree Medical Center v1*