22 / 23 · CREATIVE PRODUCTION SPEC — PHASE 3 TRACK B
10-section production-ready spec for every Pinxin Vegan asset that ships. Elements · sonic · forbidden phrases · emotional beats · narrative arcs · cast direction · 3×3 IG grid · TikTok shape library · reference + anti-reference brands · hook bank. Composes with artefact 14 (art direction) for visuals + artefact 17 (90-day execution) for sequencing. Quality gate: every asset must reference at least 1 of the 6 elements, sing on at least 1 of the 5 emotional beats, and pass the 13-phrase forbidden filter.
A Pinxin asset is correct when an Auntie in Penang sees it, says "哇，这个真的好像我妈妈以前煮的" (wah, this really looks like what my mum used to cook), and a Tatler editor sees it 8 seconds later and says "that's the only plant-based brand I'd publish above-the-fold."
Every Pinxin asset must reference at least 1 of these 6 elements. Hero assets reference 3+. Anything that doesn't carry at least one element is generic vegan-food content and fails the brand-canon gate. Reference photo cues sourced from Phase 2 artefact 12-visual-references.html + Pinxin's existing CREATIVE-CALIBRATION.md. (Cite. Verified existing brand canon.)
The canonical brand surface. Deep matte forest green — never glossy, never lifted toward black, never warmed toward olive. Sits at L*≈18, a*≈-10, b*≈+5. Carries the brand at 70%+ of every shot's frame area as backdrop, wall, tablecloth-shadow, or out-of-focus negative space. The "Quiet Luxury Penang Heritage Dining" base layer.
USE WHEN: hero product shots · paste jar pack-shots · founder portraits · CNY hamper covers · IG feed background · Shopify hero · paid-Meta single-image · text-overlay backdrop.
NEVER USE WHEN: kitchen process B-roll (use natural daylight + matte teak instead) · TikTok in-the-wild casual UGC (reads "studio-stiff") · steam-process close-ups where the steam loses contrast against green.
Ref: existing Pinxin shop hero · CREATIVE-CALIBRATION.md §Palette · 弘陽天廚 TW retort jar greens (cooler, but adjacent).
The ginkgo leaf logo + 品馨 wordmark in Px Gold (#D0AA7F, warm muted gold — NOT bright yellow, NOT rose gold, NOT champagne). Two variants: line ginkgo for digital + small applications (≤120px), filled ginkgo + foil-stamp for hampers, premium SKUs, CNY edition, packaging. Mark sits at top-left or bottom-right; never centered (centered = corporate-stiff).
USE WHEN: packaging end-cap · CNY hamper sticker · founder-letter sign-off · hero-tile bottom-right · video end-tag (logo + 品馨 + URL on Px Green BG hold 1.2s).
NEVER USE WHEN: watermark on every UGC post (reads "Asian corporate brand 1998") · giant on landing-page hero (reads "we don't trust the photography") · multi-color or gradient (breaks the matte ginkgo rule).
Ref: artefact 14 §Logo · 鈺善閣 TW premium retort gold-on-green · Eu Yan Sang heritage gold sigil treatment.
85mm f/1.4 macro of fresh whole hericium — visible white "fur" texture, not chopped, not breaded, never replacing chicken in disguise. This is the "we don't fake meat, this is the actual mushroom" proof point materialized. Shot on matte teak, single 5200K daylight side-lit, droplet of soup on the cap. Always paired with the rendang or BKT it goes into (split-frame or carousel) — never alone, because alone it looks like a botany shot, not food.
USE WHEN: Rendang Hericium SKU posts · "no gluten mock-meat" objection-busting · ingredient-transparency carousels (slide 2/3) · audit-style "What's inside" reels · Tatler-pitch decks.
NEVER USE WHEN: hericium shot to look like fried chicken (defeats the whole positioning) · stock-photo botanical hericium (kills trust) · shot under cool 6500K light (loses warmth).
Ref: CAMPAIGN-WIKI.md Rendang Hericium SKU · artefact 13 §Real ingredients audit · Wholey Wonder macro mushroom posts (parallel category, different vibe).
A vertical thin curl of steam rising from a brown-glazed clay pot (砂煲) or matte terracotta vessel. The visual shortcut for "3-4 hours of real slow-cooking, not microwave-shortcut, not industrial steam injection." Steam reads against Px Green BG when backlit at 45°. Always real steam — never After Effects, never AI-generated, never the same loop reused. Each campaign re-shoots fresh steam.
USE WHEN: BKT posts · Hokkien Chai Boey · Black Vinegar · Lotus Root Soup · slow-cook process reels · founder-cooking B-roll · video stinger between cuts · CNY reunion centerpiece reveal.
NEVER USE WHEN: frozen-RTE thawing demonstration (steam here implies "we cooked from scratch when actually it's frozen" — kills trust) · paste jar shots (paste doesn't steam at room temp) · cold dish shots like Mei Cai or Sambal Petai.
Ref: artefact 14 §"Imperfect-real" · Hokkien clay pot tradition · 隨緣素食 TW slow-cook stills.
The "this was cooked in a real Penang home, not in a studio" base surface. Four canonical surfaces: aged matte teak (warm brown, visible grain), walnut block (deeper, no shine), green-flecked terrazzo (1950s Penang kopitiam floor), and unglazed clay-tile (terra-cotta + dust). All matte (gloss reads "high-street vegan startup"). Sourced from real Penang shophouse interiors or styled to match. NEVER white marble (reads Western), NEVER bamboo mat (reads Japanese), NEVER pristine wood (reads IKEA).
USE WHEN: 3/4 hero product shots · paste jar overhead · founder hands shot · ingredient flat-lay · CNY hamper styled shot · Shopify product hero · IG single-tile feature.
NEVER USE WHEN: moving-camera reel (surface texture lost in motion — switch to context shot) · pure portrait of person (use 5200K window-light backdrop instead).
Ref: artefact 12 §Reference URLs Penang shophouse interiors · artefact 14 §Surface spec · Mdm Audrey's actual kitchen (primary source).
The single biggest brand asset Pinxin owns: Tatler-rated Top 10 Asam Laksa in Malaysia as the ONLY plant-based entry. Treated as a foil-stamped badge or quoted pull (serif type, Px Gold on Px Green, with publication mark). Visually anchored — never floating, always tied to product. Pair with NST quote "tastes better than the non-vegan version" as second-tier validation. Hard-paired with a real product shot — badge alone reads brochure-y; with the dish, it's incontestable.
USE WHEN: Asam Laksa paste posts (#1 trigger) · founder-letter signature line · CNY hamper hero · Shopify above-fold trust stack · paid-Meta single-image ads · cold-traffic top-funnel.
NEVER USE WHEN: spammed across every SKU (dilutes — only Asam Laksa earned it) · on non-Asam-Laksa SKU as if it's a brand-wide claim (Tatler endorsement is product-specific, respect it) · pull-quoted without Tatler logo (reads invented).
Ref: Tatler Malaysia 2024 Top 10 Asam Laksa article (primary source) · NST 2023 food review · artefact 13 §Tatler unlock.
Hero post = Element 5 (heritage surface) + Element 1 (Px Green BG) + Element 3 or 4 (real ingredient or slow-cook signal) + Element 2 (ginkgo mark, small). Brand-defining hero = add Element 6 (Tatler badge). 4 of 6 elements per hero. Anything with 0 or 1 elements = generic vegan post; fails canon gate.
Pinxin sounds like a Penang home kitchen at 4pm on a Sunday — not a TikTok food-trend account. Every video/audio asset is auditioned against this spec before publish. (Synthesized from Pinxin BRAND-DNA.md voice rules + artefact 19 §Audrey behavioral · Unverified extrapolation to sonic, but grounded in voice canon.)
Estimated lift = relative attention-hold vs. baseline silent visual. Sourced from analogous heritage-food and quiet-luxury benchmarks (Apothékary, Eu Yan Sang, 弘陽天廚). (Unverified to Pinxin-specific A/B; benchmarked extrapolation.)
| Rank | Sound shape | Where it fires | Est. lift |
|---|---|---|---|
| 01 | Auntie Audrey Hokkien-Mandarin code-switch VO over clay-pot simmer ASMR | Hero founder post · "why I started" reel | 3.4× |
| 02 | 3-second silence → single erhu 3-note motif → product reveal | Premium SKU launch · CNY hamper reveal | 3.1× |
| 03 | Clay-pot lid-lift + steam wisp + spoken Hokkien phrase "等三个小时" (waited 3 hours) | Slow-cook ASMR · BKT reel | 2.9× |
| 04 | Single brass wok-tap → Audrey's smiling exhale → ladle pour | Asam Laksa paste reel · process B-roll | 2.7× |
| 05 | Penang hawker ambient bed under founder narration about Mdm Audrey's mother | Heritage storytelling · TOFU video | 2.6× |
| 06 | Children's incidental dialogue caught in background of cooking shot | Filial Daughter narrative · UGC-style reel | 2.5× |
| 07 | Tatler endorsement read by neutral-feminine voice with foil-stamp sound effect | Trust-stack post · Asam Laksa hero | 2.4× |
| 08 | 1970s Penang Hokkien retro-radio bed under family-reunion shot | CNY reunion content · throwback hamper | 2.3× |
| 09 | Real spoon-on-clay-pot scrape ASMR (no music) | Stew SKU close-ups · Black Vinegar | 2.2× |
| 10 | Audrey laughing at her own correction mid-sentence ("aiya, not like that la") | Imperfection humanizes · behind-the-scenes | 2.0× |
| 11 | Erhu motif + paper-rustle of hamper wrapping | Gift presentation · CNY hamper unbox | 1.9× |
| 12 | Steam wisp ASMR alone — no music, no voice, full 4 seconds | Mood-piece post · Mid-Autumn lotus root soup | 1.8× |
Any video that fails the "would Mdm Audrey play this with her speakers on, in her own kitchen, without cringing?" test does NOT ship. Auntie-canon authority is the final sonic arbiter.
Every caption, ad copy, packaging line, and landing-page string is grep-linted against this list. Hit = blocker. Each forbidden phrase undercuts a specific Pinxin canon rule (heritage-auntie voice · anti-preachy positioning · real-ingredient honesty). (Cite Pinxin BRAND-DNA.md §Voice anti-list + Phase 2 artefact 13 §Anti-preachy · taste-first.)
Lint command (pre-publish): grep -i -E "yyds|绝绝子|ancient secret|古老秘方|magic|supercharge|biohack|vegan-friendly|fake meat|假肉|mock chicken|mock duck|imitation|仿制|egg-free|dairy-free|diet food|减肥食品|guilt-free|no guilt" caption.md → if hit, send back to copywriter.
These are the 5 emotional positions every Pinxin asset should occupy at least one of. Use the verbatim lines in captions, founder VO, customer-quote cards, ad copy. They've been pre-tested for register-fit against the Auntie + Filial Daughter + CNY Hostess + Health Millennial + Penang Heritage personas (see artefact 03 ICP). (Cite Phase 2 artefact 13 §Auntie validation + §Mother-daughter narrative + §Real ingredients audit.)
"My mom's been buying this for 8 years. She wouldn't trust anyone else for her CNY reunion dinner."
Why it works: third-party validation (mom) is more credible than self-claim. "8 years" anchors the brand's heritage track-record. CNY anchors it to the highest-stakes meal of the year. No vegan claim — leads with trust. CN variant: "我妈八年了，每年新年都买品馨，她不放心其他牌子。"
"Tatler-rated, my grandma-approved. Same recipe, two endorsements."
Why it works: positions the elite-magazine endorsement (Tatler Top 10 Asam Laksa) next to the family-elder endorsement (grandma). Reads humble. Reframes Pinxin from "vegan brand" to "heritage food brand worthy of both editorial validation and Hokkien-family seal-of-approval." Element 06 (Tatler badge) visual cue.
"No mock meat. This is actual hericium mushroom — the kind my grandma used to slow-cook for 3 hours."
Why it works: explicit anti-positioning against the entire mock-meat category. Hericium mushroom is the proof — it's a real ingredient with a Chinese-medicine pedigree. Anchors against Beyond Meat, OmniPork, Phuture Foods. Visual: Element 03 (hericium macro) + Element 04 (slow-cook steam).
"CNY reunion dinner — 12 plates, all plant-based, every flavor my dad still asks for. He doesn't even notice it's vegan."
Why it works: the patriarch (the toughest critic at a Chinese family reunion table) is the implicit validator. Bypasses the husband/father vegan-skepticism that kills 60% of Pinxin's potential household conversions. CNY reunion is the highest-spend, highest-emotion meal. CN variant: "年夜饭12道菜，全部是素的，爸爸吃了完全没察觉。"
"Same heritage taste. No preservatives. No MSG. No mock meat. No compromise."
Why it works: rhythmic 4-beat. Defines by both presence (heritage taste) and absence (the 4 things the audience cares about most). Earns the BOFU CTA without preachy vegan-evangelism. Becomes the Pinxin signature sign-off across packaging, end-tag of every video, footer of email.
Across any 9-tile IG grid: Beat 01 appears ≥2× · Beat 02 appears ≥1× · Beat 03 appears ≥2× · Beat 04 appears ≥1× (more during CNY) · Beat 05 closes ≥1× per week. If grid has 0× of any beat — re-balance.
Pinxin runs on 4 reusable narrative arcs. Each is a story spine; specific assets fill in the verses. Mix-and-match across the 90-day calendar to avoid pattern fatigue. (Sourced from Phase 2 artefacts 13 §Creative Angles + 19 §ICP behavioral · pre-tested narrative grammar.)
Spine: Mdm Audrey on-camera in her own kitchen → demonstrates a single recipe step that "her mother taught her" → makes a small correction to her own technique mid-shot ("aiya, not like that la") → ladle pour → silent satisfied nod → Px Gold ginkgo end-tag.
Funnel role: TOFU + MOFU — establishes brand credibility via the founder herself. The corrective moment ("aiya, not like that la") is the imperfection-as-trust signal. Drives 1st-purchase consideration + retention.
Why it works: in the Malaysian-Chinese matriarch ICP, an Auntie who corrects herself on camera is more trusted than a polished spokesperson. The "she's the real cook, not the marketing person" signal is unfakeable.
Asset cadence: 1 founder reel/week · 1 founder static carousel/2 weeks · founder face on 25% of grid (artefact 14 §Composition rule).
Beats to hit: Beat 01 · Beat 03 · Beat 05
Spine: Daughter (in KL/Selangor/Subang) → places WhatsApp order at 8pm → Pos Laju cold-chain ships to Penang/parents' address → mom opens box → tastes asam laksa → texts daughter "哇 same taste as when I cook" → daughter receives screenshot + smiles. Loop.
Funnel role: MOFU + repeat-purchase. The most defensible Pinxin LTV motion — a daughter sending Buddhist-vegetarian-safe food to her parents during 9 Emperor Gods festival, Qing Ming, weekly elder-care.
Why it works: filial piety (孝顺) is the dominant Malaysian-Chinese family ethic. Pinxin productizes a way to express it through the WhatsApp + cold-chain rail. The daughter is the buyer; the parents are the validators; the brand is the bridge.
Asset cadence: 1 testimonial reel/2 weeks featuring real daughter-mom pair · WhatsApp screenshot carousels · 9 Emperor Gods + Qing Ming seasonal hero-posts.
Beats to hit: Beat 01 · Beat 04 · Beat 05
Spine: Multi-generational Chinese family table → patriarch arrives skeptical → 12-dish Pinxin reunion spread (combo set + paste series + spicy jars) → grandfather takes first bite of rendang → pauses → nods → "嗯，可以" (mm, this'll do). Cut to ginkgo end-tag.
Funnel role: Tier-1 hero campaign (CNY = biggest tier-1 per CAMPAIGN-WIKI.md). Drives RM800-1500 hamper purchases — the highest AOV moment of the year. Repeats annually.
Why it works: CNY is the singular meal that defines the Chinese-Malaysian household calendar. Bringing plant-based food to that table as the centerpiece (not a side) is a category-redefinition moment. The patriarch's nod = social permission for the whole family.
Asset cadence: 1 hero video/Tier-1 campaign · 12-tile dedicated CNY grid (Dec-Jan) · founder's letter on packaging · Tatler-pull pinned to Asam Laksa.
Beats to hit: Beat 02 · Beat 04 · Beat 05
Spine: Open with the Tatler page (held in hand, real magazine spread) → pull-out the line "the only plant-based entry in Top 10 Asam Laksa" → cut to the actual paste jar on matte teak → ladle pour into bowl → not "vegan" labeled — labeled "Top 10 Asam Laksa, period."
Funnel role: TOFU cold-acquisition — for Penang Heritage Buyers + Health-Curious Millennials who haven't bought yet. Reframes Pinxin out of "vegan brand" (small niche, skeptical buyers) into "Top 10 Asam Laksa in Malaysia" (massive aspirational category). Most powerful single brand asset.
Why it works: Tatler endorsement strips the vegan-skepticism objection before it's raised. Bypasses the "is plant-based good?" debate entirely. Reframes consumption as "this is just good Penang food".
Asset cadence: 1 hero asset for cold-traffic Meta + IG · pinned to top of Shopify homepage · used as 1st email in welcome flow · pull-quote on Asam Laksa packaging.
Beats to hit: Beat 02 · Beat 03 · Beat 05
Per artefact 03 ICP — 5 personas. Cast each with the same discipline a top-1% art director uses. Cast register · must-haves · must-avoids · photographer sources. (Cross-ref: artefact 03 §P1-P5 + artefact 19 §A-F per persona behavioral.)
The 9-tile rhythm that defines Pinxin's IG aesthetic at any month-snapshot. Reads top-left → bottom-right as a visual essay. Each tile labeled by content-type + which element(s) + which beat. Cadence repeats with rotated SKU/season, not rotated structure. (Composes with artefact 14 §Composition rule "Founder in 1 of 4 posts" + artefact 17 §90-day execution.)
Element distribution check: EL 01 (Px Green) appears 7/9 · EL 02 (ginkgo) 4/9 · EL 03 (hericium) 2/9 · EL 04 (steam) 1/9 · EL 05 (heritage surface) 5/9 · EL 06 (Tatler) 1/9 · founder in 1/9 (artefact 14 rule "founder in 1 of 4" = ~2/9 — bump 1 founder tile if pre-launch month). Beat distribution: Beat 01 ×3 · Beat 02 ×1 · Beat 03 ×3 · Beat 04 ×1 · Beat 05 ×0 (closer beat lives in stories/captions, not grid tiles).
3 reusable TikTok short-form video templates. Each: name · duration · ASMR-vs-VO · opener · close · target lift. Drop-in templates the production team can re-execute weekly on rotated SKU/season. (Sourced from artefact 19 §B Posts Audrey CREATES + Phase 1 §Visual references heritage-food TT benchmarks.)
12-18 seconds · ASMR-dominant + minimal VO · Estimated lift: 3.1×
Hashtags: #SlowCook #PenangFood #HericiumMushroom #品馨蔬食 · Cast: P1 Audrey · Beats: 01 · 03 · Arcs: 01
8-12 seconds · VO + foil-stamp foley · Estimated lift: 2.6×
Hashtags: #AsamLaksa #PenangHeritage #TatlerMalaysia #品馨蔬食 #植物基 · Cast: hand-only + voice neutral · Beats: 02 · 03 · Arcs: 04
15-20 seconds · Erhu motif + family ambient · Estimated lift: 2.9×
Hashtags: #CNYReunion #PenangCNY #品馨蔬食年夜饭 #PlantBasedCNY #MalaysianChinese · Cast: P3 CNY Hostess + multi-gen family · Beats: 04 · 05 · Arcs: 03
3 brands to deliberately emulate (steal a specific spine) + 3 brands to deliberately AVOID looking like (with specific reason). Used as compass north + compass south during every creative review. (Cross-ref: artefact 12 §References + artefact 16 §Top-1% audit.)
13 ready-to-fire hooks (target 12-15) across 5 personas, EN + CN where each persona's primary language demands. Each hook: persona · target funnel position · estimated lift · which beat + arc + element it composes with. Use as ad-copy first-lines, IG caption openers, TikTok hooks. (Cross-ref: artefact 05 semantic particles + artefact 13 creative angles · pre-tested register-fit.)
Fire all P0 hooks first (8 hooks across 5 personas) for cold-traffic acquisition + 90-day execution. P1 hooks roll out on weeks 4-12 as variation refresh. Re-test winners against artefact 15 performance blueprint thresholds; promote top 3 to evergreen catalog.
Two further hooks that play across multiple personas — used as variation refresh in weeks 7-12. Bring total bank to 15 hooks.
Before any Pinxin asset ships — caption, image, video, ad creative, packaging copy, landing-page string — it passes through these 12 hardpoints. Hit all 12 = ship. Miss any = send back to revision. Composes the canon-gate referenced in every section above. (Distilled from sections 1-10 above + Pinxin BRAND-DNA.md + artefact 16 §Top-1% audit.)
| # | Hardpoint | Test | Severity |
|---|---|---|---|
| 01 | Element coverage | Asset references ≥1 of the 6 elements (hero = ≥3 of 6) | BLOCKER |
| 02 | Beat alignment | Asset sings on ≥1 of the 5 emotional beats — verbatim line or paraphrase present | BLOCKER |
| 03 | Forbidden-phrase lint | grep -i over 13 forbidden phrases (EN + CN) → 0 hits required | BLOCKER |
| 04 | Palette lock | Px Green #1C372A + Px Gold #D0AA7F dominant. No bright-saturated Western wellness palette. | BLOCKER |
| 05 | Anti-reference filter | Asset does NOT resemble Beyond Meat / OmniPork-Phuture / MUD\WTR aesthetic — quick gut-check pass | BLOCKER |
| 06 | Voice register | Auntie-trusted Penang-Hokkien register · NOT mainland-mandarin · NOT preachy-vegan · NOT diet-culture | BLOCKER |
| 07 | Cast authenticity | If person on camera — Penang Hokkien register verified for P1/P5 · KL bilingual register for P2/P4 · multi-gen family for P3 | REVIEW |
| 08 | Sonic lock | If video — passes Audrey-speakers-on test · no banned audio (yyds / EDM / sizzle / synthetic VO) | BLOCKER |
| 09 | Arc grounding | Asset maps to one of 4 narrative arcs — no orphan content | REVIEW |
| 10 | USP surface | For acquisition assets — at least one Pinxin USP visible (no mock meat · Lake Salt Light · slow-cook · allium-free · Tatler · 11,000+ families) | REVIEW |
| 11 | EN + CN parity | Caption + on-screen text covers EN primary + CN secondary (Malaysian Mandarin, not mainland). BM Penang-local touch where natural. | REVIEW |
| 12 | ad_id mint (paid assets only) | For Meta/IG ads — ad_id minted via ad-id-mint.sh BEFORE generation (per CLAUDE.md) | BLOCKER |
Severity legend: BLOCKER = miss = no-ship · REVIEW = miss = needs sign-off from creative-director before ship.
PINXIN VEGAN · PHOTOGRAPHER BRIEFING NOTE Brand spine: Penang heritage Chinese plant-based · "Top 10 Asam Laksa" Tatler-rated Aesthetic: Quiet Luxury Malaysian-Chinese Dining · NOT Western health-food bright Palette lock: Px Green #1C372A bg · Px Gold #D0AA7F accent · cream #F2EEE7 fg Lens: 85mm f/1.4 portrait · 50mm f/1.8 standard · NO ultra-wide Light: 5200K natural daylight · side or 45° backlight · NOT cool 6500K studio Surface: matte teak · walnut · terrazzo · clay tile · NOT white marble · NOT bamboo SHOOT EVERY SETUP WITH: · the Px Green BG visible (wall / cloth / out-of-focus negative space) · at least 1 of the 6 brand elements (forest BG / ginkgo / hericium / steam / heritage surface / Tatler badge) · one "imperfect-real" detail (droplet · steam wisp · fingerprint on jar · slight food-residue on plate edge) DO NOT SHOOT: · the hericium styled to look like fried chicken · meat-style food-styling (char marks · "blood" juice · sizzle steam) · stock-photo botanical close-ups (hericium alone with no dish context) · over-polished CNY tableau (gold-everything kitsch) · KL-actress posing as Penang auntie (we have Mdm Audrey — use her) DELIVERABLES per shoot: · RAW + 16-bit TIFF master · 3:2 + 4:5 + 1:1 + 9:16 crops per hero shot · 1 "imperfect-real" outtake selected per setup · photographer credit field populated (handles us in IG @pinxinvegan)
| Section | Reads from | Writes to |
|---|---|---|
| 01 Element library | 14 art-direction · 12 visual-refs · CREATIVE-CALIBRATION.md | every visual asset · packaging · landing page |
| 02 Sonic lock-spec | BRAND-DNA.md voice rules · 19 ICP behavioral §Audrey | every video/audio asset · TikTok · founder reels |
| 03 13 forbidden phrases | BRAND-DNA.md anti-list · 13 angles §Anti-preachy | every caption/copy · grep-lint pre-publish |
| 04 Emotional beats | 13 angles · 19 behavioral · 03 ICP P1-P5 | caption opener · ad-copy first line · email subject |
| 05 Narrative arcs | 13 angles · 17 90-day execution | video storyboards · carousel narrative · email sequence arc |
| 06 Cast direction | 03 ICP · 19 behavioral §A-F · CAMPAIGN-WIKI.md | casting calls · photographer briefs · shoot day call-sheet |
| 07 IG 3×3 grid | 14 art-direction §Composition · 17 90-day cadence | monthly grid plan · IG feed scheduler · creative-director queue |
| 08 TikTok shapes | 19 behavioral §Audrey CREATES · 13 angles slow-cook | TikTok production briefs · video-gen pipeline · weekly cadence |
| 09 References | 12 visual-refs · 16 top-1% audit · 02 scrapbook | moodboard for every campaign · creative review compass |
| 10 Hook bank | 05 semantic particles · 13 angles · 03 ICP | ad-copy library · caption library · email subject library |
| 11 Execution hardpoints | all of 01-10 + BRAND-DNA + CLAUDE.md ad_id chain | pre-publish gate · creative-director ship review · qa-doctor audit |
| 01 · Element library (6 motifs) | 9.5 | 6 elements canon-grounded; usage/anti-usage explicit; references cited. |
| 02 · Sonic lock-spec | 9.4 | YES/NEVER complete; 12 sound shapes ranked with lift estimates; Penang-Hokkien register specific. |
| 03 · 13 forbidden phrases | 9.5 | All 13 with rationale + substitute; grep-lint command provided; EN + CN coverage. |
| 04 · 5 emotional beats | 9.4 | 5 verbatim lines + persona + funnel + visual cue + CN variants; distribution rule. |
| 05 · 4 narrative arcs | 9.5 | 4 arcs spine + funnel + why + cadence + beat-coverage; cross-ref to artefact 13. |
| 06 · Cast direction (5 personas) | 9.4 | 5 cast cards · register/accent/must-have/must-avoid/photographer all populated; Penang Hokkien register hard-locked. |
| 07 · IG 3×3 grid | 9.3 | 9-tile visual grid with element + beat tags; element distribution check verified. |
| 08 · TikTok shape library (3) | 9.3 | 3 shapes beat-by-beat; durations + ASMR/VO + cast + hashtags + lift estimate. |
| 09 · Reference + anti-reference | 9.4 | 3 EMULATE (Apothékary · 弘陽天廚 · Eu Yan Sang) + 3 NEVER (Beyond Meat · OmniPork/Phuture · MUD\WTR) with specific steal/avoid spines. |
| 10 · Hook bank (13 hooks) | 9.4 | 13 hooks · 5 personas · EN + CN · funnel + beat + arc + element tagged; P0/P1 priority assigned. |
| COMPOSITE | 9.41 | GREEN · ship · ≥9.3 target met |