Flatten skill category directory structure

social-media/ad-idea/references/ad-methods-catalog.md

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+# Advertising Creative Methods Catalog
+
+This catalog contains 12 adapted creative methods specifically designed for advertising concept development. Each method is presented in an actionable "method card" format.
+
+Methods are organized into 4 categories:
+
+| Category | Code | Core Approach | Count |
+|----------|------|--------------|-------|
+| Structural | S | Deconstruct and recombine using frameworks | 3 |
+| Associative | A | Borrow inspiration from distant domains | 3 |
+| Inversion | I | Do the opposite | 3 |
+| Perturbation | P | Introduce random variables | 3 |
+
+**Selection rule**: Each round of creative ideation must use at least 3 methods from different categories. In Pass 2 improvements, you **must** switch methods (no reuse).
+
+---
+
+## S1: SIT Method (Systematic Inventive Thinking)
+
+**Essence**: Systematically add, remove, divide, unify, and recombine the core elements of a product/brand to generate creativity from constraints.
+
+**Input**: Product selling points, brand assets, usage scenarios.
+
+**Process**:
+1. List 5 core component elements of the product/brand
+2. Apply 5 operations to each element:
+   - **Subtraction**: Remove this element — what does the product/brand become? (e.g., "a car door without a handle" led to Tesla's electric door opening)
+   - **Multiplication**: Copy this element but change one attribute (e.g., "a watch with two time zones" led to business traveler insight)
+   - **Division**: Break this element into smaller parts and redistribute (e.g., IKEA's flat-pack furniture)
+   - **Attribute Dependency**: Make one attribute change with another (e.g., "a cup that changes color with temperature" → Coors Light cold-activated label)
+   - **Task Unification**: Give an existing element a new function (e.g., KitKat turning packaging into postcards)
+3. Extract the 3 concepts with the most advertising potential from the operation results
+
+**Output**: Element operation table + 3 derived creative concepts.
+
+**Ad example**: Absolut Vodka's bottle-shape ad series — fusing the "bottle shape" element with various scenes.
+
+**Best for**: Ads for products with clear physical attributes or functional features.
+
+---
+
+## S2: SCAMPER Method
+
+**Essence**: 7 action verbs that systematically stimulate creative divergence.
+
+**Input**: Existing category advertising conventions / brand's current communication approach.
+
+**Process**:
+For existing category ads or brand communications, ask these questions in sequence:
+1. **S (Substitute)**: What if we used a completely different spokesperson/setting/medium?
+2. **C (Combine)**: What if we merged two seemingly unrelated brand assets?
+3. **A (Adapt)**: What if we borrowed an advertising technique from another industry?
+4. **M (Modify)**: What if we scaled an element up 10x or shrunk it to the extreme?
+5. **P (Put to other use)**: What if the ad itself became part of the product?
+6. **E (Eliminate)**: What if we never showed the product at all?
+7. **R (Reverse)**: What if we let consumers create the ad?
+
+**Output**: 1 concept direction per dimension, select the strongest 3.
+
+**Ad example**: Eliminate → Chanel No.5 ads that "never show the product" — only story and emotion.
+
+**Best for**: When category advertising is highly homogeneous and conventions need breaking.
+
+---
+
+## S3: Morphological Analysis
+
+**Essence**: Decompose key advertising variables into independent dimensions, then discover new creative possibilities through combinations.
+
+**Input**: Brief DNA Profile.
+
+**Process**:
+1. Define 4-5 key dimensions:
+   - Dimension A: Format (TVC / OOH installation / social interactive / documentary / animation)
+   - Dimension B: Emotional tone (humorous / heartfelt / awe-inspiring / twist / healing)
+   - Dimension C: Narrative perspective (brand / consumer / product itself / bystander / future person)
+   - Dimension D: Core tension (ideal vs. reality / individual vs. collective / tradition vs. modernity)
+   - Dimension E: Interaction mode (passive viewing / co-creation / challenge / remixing)
+2. List 4-5 options for each dimension
+3. Combine across dimensions randomly or intentionally (e.g., A3+B1+C4+D2+E3)
+4. Evaluate the creative potential of each combination
+
+**Output**: 3 most promising cross-dimension combinations + concept descriptions.
+
+**Ad example**: Documentary + Heartfelt + Consumer perspective + Ideal vs. Reality + Passive viewing → Dove "Real Beauty Sketches."
+
+**Best for**: When the brief is broad and direction is unclear.
+
+---
+
+## A1: Distant Association
+
+**Essence**: Collide the brand/product's core benefit with seemingly unrelated domains to produce unexpected visual metaphors.
+
+**Input**: Brand core benefit / consumer insight.
+
+**Process**:
+1. Summarize the brand's core message in one word (e.g., "safety," "speed," "purity")
+2. List 8 domains completely unrelated to that message:
+   - Natural phenomena (geology, weather, biology)
+   - Industrial/mechanical processes
+   - Microscopic world (cells, chemical reactions)
+   - Human rituals (funerals, weddings, coming-of-age)
+   - Sports
+   - Food/cooking
+   - Architecture/demolition
+   - Mathematics/geometry
+3. Find metaphorical mappings to the core message in each domain
+4. Select the 3 with the strongest mapping and richest visuals as concept foundations
+
+**Output**: 3 cross-domain visual metaphors + creative description for each.
+
+**Ad example**: Volvo "Epic Split" — using Van Damme's split to metaphorize truck steering precision. FedEx using "package as relay baton" to metaphorize delivery reliability.
+
+**Best for**: Visualizing abstract benefits (safety, trust, purity, etc.).
+
+---
+
+## A2: Art Appropriation
+
+**Essence**: Borrow expressive techniques from other art forms or cultural phenomena and re-encode them as advertising creative.
+
+**Input**: Brand tonality and target audience's cultural preferences.
+
+**Process**:
+1. Select 3 cultural forms that best match the brand's temperament:
+   - Film genres (thriller / documentary / silent film / road movie / Wes Anderson)
+   - Music styles (rap / classical / punk / electronic / folk)
+   - Visual arts (pop art / surrealism / minimalism / street graffiti / ukiyo-e)
+   - Literary genres (fairy tale / sci-fi / detective / poetry / stream of consciousness)
+   - Game mechanics (level progression / collection / nurturing / PVP / sandbox)
+   - Internet culture (meme / vlog / ASMR / oddly satisfying / review)
+2. Extract 3 core creative elements from each form
+3. "Translate" these elements into advertising creative
+4. Check: Does the appropriation create new meaning, or is it just surface imitation?
+
+**Output**: 3 "Culture × Brand" creative concepts.
+
+**Ad example**: Apple using silent film techniques for "The Underdogs" series. Gucci borrowing Wes Anderson's symmetrical aesthetics.
+
+**Best for**: When a brand needs to establish distinctive tonality or reach specific cultural segments.
+
+---
+
+## A3: Scenario Grafting
+
+**Essence**: Transplant product usage scenarios into completely different contexts, using contrast to highlight product value.
+
+**Input**: Product core usage scenarios and target audience.
+
+**Process**:
+1. List 3 core usage scenarios for the product
+2. Find 3 "most distant" alternative contexts for each scenario:
+   - Time dimension (ancient / future / post-apocalyptic)
+   - Space dimension (outer space / deep sea / miniature world)
+   - Identity dimension (swap with animals / aliens / historical figures)
+   - Extreme conditions (extreme cold / extreme speed / zero gravity)
+3. Re-interpret product value in the alternative context
+4. Check: Does the scenario graft make product value clearer? Or is it just novelty?
+
+**Output**: 3 grafted scenarios + creative descriptions.
+
+**Ad example**: IKEA placing furniture in a space station — "No matter where, IKEA is home." Snickers "You're Not You When You're Hungry" series using identity swaps to demonstrate the effects of hunger.
+
+**Best for**: When everyday consumer products need to break through blandness.
+
+---
+
+## I1: Inversion Method
+
+**Essence**: First imagine the most clichéd category ad, then systematically invert every element.
+
+**Input**: Common tropes of category advertising.
+
+**Process**:
+1. Quickly list "what would the most clichéd ad in this category look like" — 5 common visuals/techniques
+2. Apply inversion to each element:
+   - **Protagonist inversion**: Replace the spokesperson with someone completely unexpected
+   - **Emotion inversion**: Use dry humor for a category that's normally warm; use quiet for one that's normally energetic
+   - **Medium inversion**: Turn an ad meant for mobile into an OOH installation
+   - **Time inversion**: Show "before use" instead of "after use"
+   - **Stance inversion**: The brand actively "discourages" consumers from buying
+   - **Perfection inversion**: Present the product's "flaw" as a selling point
+3. Select 3 inversions that are both counter-intuitive and reinforce the brand message
+
+**Output**: Original cliché vs. Inverted version comparison table + inverted concept descriptions.
+
+**Ad example**: Patagonia "Don't Buy This Jacket" — inverting "buy buy buy" promotional logic. Volkswagen "Think Small" — inverting "bigger is better" in an era of large cars.
+
+**Best for**: Highly homogeneous categories with ad fatigue.
+
+---
+
+## I2: Constraint-Driven Method
+
+**Essence**: Spark creative breakthroughs by imposing extreme constraints.
+
+**Input**: Brief and budget constraints.
+
+**Process**:
+1. Stack 2-3 extreme constraints from the following:
+   - **No product**: The entire ad never shows the product
+   - **No copy**: Rely entirely on visuals and sound
+   - **5 seconds**: The entire message must be conveyed in 5 seconds
+   - **Monochrome**: Use only one color
+   - **User-generated**: All assets must come from real consumers
+   - **Zero budget**: Only use free tools and existing resources
+   - **Single scene**: The entire ad takes place in one fixed location
+   - **Text only**: No images or video at all
+2. Design creative under these constraints — how does the constraint become part of the creative?
+3. Find the turning point where "constraint becomes advantage"
+
+**Output**: Selected constraint combination + explanation of how constraints serve the brand message + creative concept.
+
+**Ad example**: Apple "Shot on iPhone" — the constraint "only shoot on phone" became the strongest product testimonial. BBC "Dracula" OOH ad — the constraint "pure black poster" used nail shadows to reveal the image.
+
+**Best for**: Low-budget projects, or creative that needs to "punch above its weight."
+
+---
+
+## I3: Perspective Shift Method
+
+**Essence**: Retell the brand story from an unconventional narrative perspective.
+
+**Input**: Brand's core narrative and target audience.
+
+**Process**:
+1. Identify the brand's usual narrative perspective (typically brand → consumer)
+2. List 8 alternative perspectives:
+   - The product's own perspective ("I'm a bottle of water, I witnessed...")
+   - The competitor's perspective ("As a competitor, what I fear most is you knowing...")
+   - A future consumer's perspective ("Looking back, that moment that changed everything...")
+   - The beneficiary's perspective (not the user, but the person the user affects)
+   - The skeptic's perspective ("I didn't believe it at first...")
+   - Data's perspective ("37% of people don't know...")
+   - The problem's own perspective ("As a cavity, what I hate most is...")
+   - Time/space's perspective ("If Earth had only one day left...")
+3. Select the alternative perspective that resonates most strongly with the brand message
+4. Retell the brand story from that perspective
+
+**Output**: Alternative perspective selection with rationale + creative concept from the new perspective.
+
+**Ad example**: IKEA filming from "the chair's perspective" to show people's real behavior at home. Always "#LikeAGirl" shifting from "victim" to "challenger" perspective.
+
+**Best for**: When the brand story has been told to death and needs fresh perspective.
+
+---
+
+## P1: Random Collision Method
+
+**Essence**: Introduce random visual/cultural elements to collide with the brand, uncovering unexpected creative connections.
+
+**Input**: Brief DNA Profile.
+
+**Process**:
+1. Use MCP tool `image_search` to search 3 sets of completely random keywords (unrelated to the brand), getting 3-5 images each
+2. Use `read_media` to analyze visual elements in each image
+3. Force-connect each image's core elements to the brand message (saying "can't connect" is not allowed)
+4. From the most absurd connections, extract the 3 most interesting creative concepts
+5. Check: Does the connection produce an "aha moment"? Or is it purely forced?
+
+**Output**: Random image → Connection logic → Creative concept derivation process.
+
+**Best for**: When other methods have produced overly "safe" concepts and you need to break inertia.
+
+---
+
+## P2: Cultural Grafting Method
+
+**Essence**: Transplant the brand message into a completely different cultural/era context.
+
+**Input**: Brand core message and target audience's cultural background.
+
+**Process**:
+1. Identify the brand's core message
+2. List 6 cultural/era contexts most distant from the current target audience:
+   - Ancient civilizations (Ancient Egypt / Ancient Greece / Tang Dynasty China)
+   - Subcultures (hip-hop / anime / extreme outdoors / artisan craftsmanship)
+   - Future scenarios (space colonization / AI era / post-human)
+   - Regional cultures (Nordic minimalism / Japanese wabi-sabi / Latin passion)
+   - Historical events (moon landing / Renaissance / Industrial Revolution)
+   - Fictional worlds (martial arts / cyberpunk / fairy tale / post-apocalyptic)
+3. Select 2-3 cultural contexts and reinterpret the brand message within them
+4. Extract unique visual symbol systems from that culture
+5. Fusion: Retain the brand's core message, dressed in the new culture's visual language
+
+**Output**: 2-3 "Culture × Brand" creative proposals + key cultural symbol inventory.
+
+**Ad example**: Burberry grafting British tradition into Chinese New Year context. Adidas Originals fusing athletic culture with music/street culture.
+
+**Best for**: When a brand needs cross-cultural communication or wants to reach new segments.
+
+---
+
+## P3: Extreme Scenario Method
+
+**Essence**: Place the product/brand in extreme scenarios, using extremity to highlight core value.
+
+**Input**: Product's core benefit.
+
+**Process**:
+1. Identify the product's core benefit
+2. Design 5 extreme scenarios to stress-test that benefit:
+   - **Extreme need**: When would people need this product the most? (e.g., a glass of water in the desert)
+   - **Extreme absence**: What would the world be like without this product? (e.g., a day without search engines)
+   - **Extreme contrast**: What's the biggest difference between having it vs. not?
+   - **Extreme time**: Will this product still exist in 1,000 years? How did people manage 100 years ago?
+   - **Extreme scale**: What if all 8 billion people used this product at once? What if only one person did?
+3. Extract the 3 most dramatic creative concepts from the extreme scenarios
+4. Check: Does the extremity strengthen the brand message? Or is it just novelty?
+
+**Output**: Extreme scenario descriptions + derived creative concepts.
+
+**Ad example**: FedEx "Cast Away" product placement — package delivered even in extreme conditions. Google "Year in Search" — extreme events connected through search, linking to human emotion.
+
+**Best for**: When functional products need emotional expression.

social-media/ad-idea/references/genre-style-matrix.md

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+# Industry × Visual Style Matrix
+
+This file provides recommended mappings from different industries/categories to visual styles.
+Load this file during Phase 2 (INSIGHT) and Phase 5 (REALIZE) when determining visual direction.
+
+> **Important**: This matrix is a **starting point**, not a **destination**. The best ads often break category visual conventions.
+> How to use: First understand "what does this category's audience expect," then decide whether to "meet, subvert, or remix."
+
+---
+
+## Food & Beverage
+
+### Visual Expectations
+Vivid, appetizing, texture-forward, emphasizing freshness and experience.
+
+### Recommended Color Schemes
+| Sub-category | Color Direction | Reference |
+|-------------|----------------|-----------|
+| Beverages | Product color extensions, cool blue-green, bubble textures | Coca-Cola's red universe |
+| Snacks | High-saturation warm tones, yellow-orange dominant, energetic feel | Lay's / Doritos |
+| Health food | Natural greens, earth tones, organic textures | — |
+| Fine dining | Dark backgrounds, precise lighting, gold accents | — |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Slow-motion pouring / food falling
+- Cliché: Exaggerated "mmm so delicious" expressions
+- Cliché: Generic "ingredient sourcing" footage
+- Subvert: Show food's "imperfection" (Burger King Moldy Whopper)
+- Subvert: View food from a non-human perspective
+
+### Recommended Generation Tools
+- Food textures → `midjourney_image_generation` (`--style raw`)
+- Quick concepts → `nano_banana_image_generation`
+- Posters with copy → `qwen_image_generation`
+
+---
+
+## Tech / Internet
+
+### Visual Expectations
+Clean, futuristic, humanized technology, product UI showcase.
+
+### Recommended Color Schemes
+| Sub-category | Color Direction | Reference |
+|-------------|----------------|-----------|
+| Consumer electronics | Ultra-minimal white/black + product accent color | Apple |
+| SaaS / tools | Gradient blue-purple, UI screenshot style | — |
+| AI / frontier tech | Deep space tones, data visualization blue-green | — |
+| Social platforms | Colorful, UGC feel, authenticity | — |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Tech blue + particle effects + future city
+- Cliché: Product exploded view + spec list
+- Cliché: "Making the world a better place" empty narrative
+- Subvert: Show high-tech through the most primitive means (handwriting vs. AI)
+- Subvert: Show tech's "awkward moments" instead of perfect ones
+
+### Recommended Generation Tools
+- Product rendering → `midjourney_image_generation`
+- Abstract concepts → `openai_image_generation`
+- UI mockups → `nano_banana_image_generation`
+
+---
+
+## Beauty / Personal Care
+
+### Visual Expectations
+Refined textures, soft lighting, skin/hair detail emphasis, elegant colors.
+
+### Recommended Color Schemes
+| Sub-category | Color Direction | Reference |
+|-------------|----------------|-----------|
+| Skincare | Soft whites, nude pinks, dewy blues, translucent textures | — |
+| Color cosmetics | Product color as dominant, artistic palettes | MAC / NARS |
+| Fragrance | Dreamy gradients, metallic textures, ambiguous lighting | Chanel No.5 |
+| Men's grooming | Dark tones, wood/leather textures, clean lines | Old Spice |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Flawless model close-up + "make you more beautiful"
+- Cliché: Product bottle 360° rotation + ingredient molecule animation
+- Subvert: Show real skin / real people (Dove Real Beauty)
+- Subvert: Use humor to break the category's "serious elegance" (Old Spice)
+
+### Recommended Generation Tools
+- Portraits → `kling_image_generation` (face mode)
+- Product texture → `midjourney_image_generation`
+- Creative makeup → `nano_banana_image_generation`
+
+---
+
+## Automotive
+
+### Visual Expectations
+High production value, dynamic feel, grand settings, precise color.
+
+### Recommended Color Schemes
+| Positioning | Color Direction | Reference |
+|------------|----------------|-----------|
+| Luxury | Dark tones, metallic sheen, low-key high-contrast | Mercedes-Benz |
+| Sport | High saturation + strong contrast, motion blur | BMW M Series |
+| Family | Warm natural tones, sunlit feel, family scenes | — |
+| Electric/NEV | Tech blue-green + natural green, contrasting combos | Tesla |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Empty highway + sunset + car body close-up
+- Cliché: "Command your life," "The road to freedom"
+- Subvert: Never show the car (Volkswagen "Think Small")
+- Subvert: Show a stationary car instead of a moving one
+- Subvert: View from passenger/pedestrian/city perspective instead of driver's
+
+### Recommended Generation Tools
+- Vehicle scenes → `midjourney_image_generation` (`--ar 16:9`)
+- Concept art → `nano_banana_image_generation`
+
+---
+
+## Fashion / Luxury
+
+### Visual Expectations
+Artistic, unique perspectives, emphasis on craftsmanship and attitude, bold composition.
+
+### Recommended Color Schemes
+| Style | Color Direction | Reference |
+|-------|----------------|-----------|
+| Classic luxury | Black-gold-white, low saturation high quality | Chanel |
+| Avant-garde fashion | Bold clashing colors, fluorescent/neon | Balenciaga |
+| Casual luxury | Earth tones, natural light feel | Loro Piana |
+| Streetwear | High contrast, graffiti textures, colorful | Supreme |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Aloof supermodel + minimal white background
+- Cliché: Expressionless "sophistication"
+- Subvert: Show real life of the wearer instead of posed shots
+- Subvert: Use documentary/gritty style instead of retouched perfection (Gucci's meme marketing)
+
+### Recommended Generation Tools
+- Fashion editorial → `midjourney_image_generation`
+- Style transfer → `kontext_image_generation`
+- Character styling → `kling_image_generation`
+
+---
+
+## Finance / Insurance
+
+### Visual Expectations
+Trust, stability, clarity, data visualization.
+
+### Recommended Color Schemes
+| Type | Color Direction | Reference |
+|------|----------------|-----------|
+| Traditional banking | Deep blue, deep green, gold, stable | — |
+| Fintech | Gradient blue-purple, tech feel, youthful | — |
+| Insurance | Warm tones, warmth and safety | — |
+| Investment | Dark background + data green/blue, professional | — |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Handshake + smile + "Trusted partner"
+- Cliché: Happy family scene + "Prepare for the future"
+- Subvert: Use humor to discuss serious financial topics
+- Subvert: Show real financial anxiety instead of idealized futures (Thai Life Insurance series)
+
+### Recommended Generation Tools
+- Concept scenes → `nano_banana_image_generation`
+- Data visualization → `openai_image_generation`
+
+---
+
+## Non-Profit / Social Cause
+
+### Visual Expectations
+Authenticity, emotional impact, concise power, call to action.
+
+### Recommended Color Schemes
+| Cause | Color Direction | Reference |
+|-------|----------------|-----------|
+| Environmental | "Damaged" versions of natural colors (withered yellow, grayed-out green) | WWF |
+| Equality | Multicolor/rainbow, or extreme black-and-white | — |
+| Health | High-contrast black-and-white, or medical white-blue | — |
+| Education | Warm and bright, hopeful | — |
+
+### Category Visual Conventions (Subversion Opportunities)
+- Cliché: Emotional suffering imagery + "Please help"
+- Cliché: Shocking statistics in large type
+- Subvert: Use beauty to tell harsh truths
+- Subvert: Make the "victim" the protagonist rather than "the one being saved"
+
+### Recommended Generation Tools
+- Documentary feel → `nano_banana_image_generation`
+- Concept posters → `midjourney_image_generation`
+- Text posters → `qwen_image_generation`
+
+---
+
+## Cross-Category Strategies
+
+### Remix Formula
+
+When a brand crosses traditional category boundaries, use this remix formula:
+
+```
+Primary category's trust elements + Secondary category's creative techniques + Third category's emotional tone
+```
+
+Examples:
+- Tech + Fashion = Minimal product display + bold colors + attitude copy
+- Finance + Non-profit = Stable composition + real documentary + social insight
+
+### Category Subversion
+
+The most memorable ads often subvert category visual expectations:
+
+| Strategy | Description | Example |
+|----------|------------|---------|
+| Anti-color | Use an opposing category's color palette | Insurance ad using streetwear clashing colors |
+| Anti-texture | Use an opposing category's visual quality | Luxury brand using smartphone-shot texture |
+| Anti-tone | Use an opposing category's emotional tone | Financial ad using comedy |
+| Anti-medium | Use an unexpected medium format | OOH brand doing ASMR |
+
+> **Note**: Subversion must have a reason — either it serves the insight, or it breaks the audience's stereotypes. Subverting purely for the sake of "being different" will only confuse the audience.

social-media/ad-idea/references/narrative-structures.md

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+# Advertising Narrative Structures Catalog
+
+This file contains 8 advertising narrative structures, each presented in an actionable "structure card" format.
+Load this file during Phase 2 (INSIGHT) when selecting creative expression formats.
+
+---
+
+## 1. Problem-Solution
+
+**Essence**: Build empathy around a pain point first, then provide the brand/product as the solution.
+
+**Structure**:
+```
+Opening → Show pain point/dilemma (make the audience say "Yes, me too")
+Development → Consequences or emotional amplification of the pain point
+Turning point → Brand/product intervenes
+Ending → The improved state after resolution + brand message
+```
+
+**Best for**: Functional products, new product launches, category education.
+
+**Strength**: Clear logic, strong persuasion.
+
+**Risk**: Feels too much like an "infomercial" — audience reflexively scrolls past.
+
+**Mitigation**:
+1. Make the pain point demonstration itself creatively valuable (not just "Are you also troubled by XX?")
+2. Present the solution in an unexpected way (not just cutting to a product close-up)
+3. Emotion > Function: Move them first, then convince
+
+**Classic example**: Snickers "You're Not You When You're Hungry"
+
+---
+
+## 2. Demonstration
+
+**Essence**: Prove the product's capability through direct, visual demonstration. Let the facts speak.
+
+**Structure**:
+```
+Set expectations → Pose a seemingly impossible challenge
+Execute → Use the product to complete the challenge (audience witnesses it)
+Reveal results → Outcomes that exceed expectations
+Brand close → "Our product really is that good"
+```
+
+**Best for**: Products with clear functional differentiation, tech products.
+
+**Strength**: The most direct persuasion — "seeing is believing."
+
+**Risk**: Can easily become a boring product review.
+
+**Mitigation**:
+1. The challenge itself must have entertainment value or shock factor
+2. Use extreme scenarios to amplify ordinary features (Volvo's Epic Split)
+3. Make the demonstration process a good story in itself
+
+**Classic example**: Volvo Trucks "Epic Split" feat. Van Damme, Blendtec "Will It Blend?"
+
+---
+
+## 3. Narrative / Storytelling
+
+**Essence**: Use a complete story to carry the brand message, building brand connection through emotional resonance.
+
+**Structure**:
+```
+Opening → Introduce character and world
+Development → Character faces challenge/change
+Climax → Emotional turning point
+Ending → Story resolution + reveal of brand's organic connection to the story
+```
+
+**Best for**: Brand image advertising, seasonal marketing, social causes.
+
+**Strength**: Strongest emotional penetration, highest memorability.
+
+**Risk**: Story so captivating that viewers "remember the ad but forget the brand."
+
+**Mitigation**:
+1. The brand must be an organic part of the story, not just an end-logo slap
+2. The story's emotional core aligns with brand values
+3. Control length — longer stories require stronger narrative skills
+
+**Classic example**: John Lewis Christmas ad series, Thai Life Insurance series
+
+---
+
+## 4. Testimonial / Social Proof
+
+**Essence**: Build trust through endorsement from real users or authority figures.
+
+**Variants**:
+```
+A. Real user stories: Documentary-style recordings of real consumer experiences
+B. Expert endorsement: Recommendations from industry authorities/professionals
+C. Celebrity endorsement: Focus on authentic connection between celebrity and brand values
+D. UGC compilation: Collection of abundant user-generated content
+```
+
+**Best for**: New brands building trust, high-consideration categories, challenger brands.
+
+**Strength**: Strong authenticity, easy to produce (especially UGC mode).
+
+**Risk**: Feels too much like advertorial — audience doesn't believe it.
+
+**Mitigation**:
+1. Choose "imperfect reality" over "perfect performance"
+2. Let endorsers tell their own story, not a brand-scripted one
+3. Conflict and hesitation are more persuasive than unilateral praise
+
+**Classic example**: Apple "Shot on iPhone", Dove "Real Beauty Sketches"
+
+---
+
+## 5. Comparison / Before-After
+
+**Essence**: Create cognitive contrast to highlight product/brand advantages.
+
+**Variants**:
+```
+A. Before vs. after use
+B. World with brand vs. world without brand
+C. Brand vs. competitor (implicit or explicit)
+D. Perception vs. reality (breaking stereotypes)
+```
+
+**Best for**: Category leaders doing market education, products with clear differentiation.
+
+**Strength**: High information transmission efficiency — contrast is inherently dramatic.
+
+**Risk**: Too blunt, too preachy.
+
+**Mitigation**:
+1. The comparison dimension should be unexpected (not just Feature A vs. Feature B)
+2. Wrap the comparison in story or humor
+3. Let the audience draw their own conclusions rather than telling them directly
+
+**Classic example**: Always "#LikeAGirl" (perception vs. reality comparison), Mac vs. PC series
+
+---
+
+## 6. Suspense / Twist
+
+**Essence**: Set up suspense, then reveal the brand message through an unexpected twist at the end.
+
+**Structure**:
+```
+Opening → Establish a scenario seemingly unrelated to the brand
+Development → Gradually deepen the audience's curiosity/confusion/tension
+Twist → Unexpected reveal of the truth
+Close → Brand message echoes the twist
+```
+
+**Best for**: Video ads requiring high completion rates, social media campaigns.
+
+**Strength**: Extremely high completion rate (audience wants to see the ending), strong shareability ("Guess what the ending is").
+
+**Risk**: If the twist is too forced or clichéd, the effect backfires.
+
+**Mitigation**:
+1. The twist must be intrinsically related to the brand message (not twisting for the sake of it)
+2. Even if spoiled, the ad itself should still be worth watching
+3. The first few seconds must be compelling enough — can't rely solely on the twist for value
+
+**Classic example**: Classic Thai advertising twist series, Google "Year in Search" (emotional twist)
+
+---
+
+## 7. Ritual / Symbol
+
+**Essence**: Bind the brand with a specific ritual, symbol, or cultural behavior, building conditioned-reflex brand association.
+
+**Structure**:
+```
+Not reliant on linear narrative
+Instead, through repeatedly appearing visual/behavioral/audio symbols
+Build "see X, think of brand" conditioned reflex
+```
+
+**Best for**: Mature brands' sustained communication, seasonal/holiday marketing.
+
+**Strength**: Extremely high long-term value — once established, brand equity accumulates continuously.
+
+**Risk**: Not "story-driven" enough in the short term, difficult to generate organic sharing.
+
+**Mitigation**:
+1. The symbol itself must be interesting or aesthetically pleasing
+2. The connection between symbol and brand must feel natural (Coca-Cola's Santa Claus took decades to build)
+3. Reinforce memory through multi-channel, multi-scenario repeated exposure
+
+**Classic example**: Coca-Cola Christmas truck, Absolut bottle-shape series, Intel sonic logo
+
+---
+
+## 8. Participatory / Interactive
+
+**Essence**: Make the audience co-creators of the creative. The ad isn't "watched" — it's "participated in."
+
+**Structure**:
+```
+Brand initiates → Set a simple, fun, imitable action
+User participates → Audience interprets the brand concept in their own way
+Spread → UGC content becomes the brand's best advertising
+Brand responds → Interact with users, amplify quality content
+```
+
+**Best for**: Social media campaigns, young audiences, brand culture building.
+
+**Strength**: Exponential spread, deep audience engagement, self-generating content.
+
+**Risk**: Loss of brand control — users may take it in unexpected directions.
+
+**Mitigation**:
+1. Ultra-low participation barrier (photo / vote / share / imitate one action)
+2. Brand retains content curation rights while maintaining openness
+3. Prepare a strategy for handling negative/parody content
+
+**Classic example**: ALS Ice Bucket Challenge, Spotify Wrapped (social sharing), #ShareACoke
+
+---
+
+## Selection Guide
+
+| Brief Characteristics | Recommended Structure | Alternative |
+|----------------------|----------------------|-------------|
+| Strong functional selling points | Problem-Solution / Demonstration | Comparison |
+| Brand image / emotional | Narrative | Ritual/Symbol |
+| New brand building trust | Testimonial | Demonstration |
+| Social spread / young audience | Participatory/Interactive | Suspense/Twist |
+| Seasonal / holiday marketing | Ritual/Symbol | Narrative |
+| High completion rate needed | Suspense/Twist | Narrative |
+| AI tool generation focused | Comparison / Conceptual | Demonstration |
+| Low budget, high creativity | Participatory/Interactive | Constraint-Driven (method) |

social-media/ad-idea/references/scoring-rubric.md

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+# Advertising Creative Scoring Rubric & Calibration Anchors
+
+This file defines the scoring system for advertising creative concepts, including detailed criteria for 6 scoring dimensions, calibration anchors based on real ad cases, and anti-inflation rules.
+
+---
+
+## 1. Six-Dimension Scoring Criteria
+
+### Dimension 1: Strategic Fit — Weight 0.25
+
+How well the creative concept aligns with the brief's core proposition. Not just "mentions the brand" — but "precisely addresses the communication challenge."
+
+| Score | Criteria | Reference Case |
+|-------|---------|---------------|
+| 1-2 | Creative is completely unrelated to the brief; could work for any brand | — |
+| 3-4 | Mentions the brand/product, but core creative is disconnected from communication goal | — |
+| 5-6 | Addresses the brief's direction, but insight isn't deep or distinctive enough | Average category ads |
+| 7 | Insight is precise, creative direction highly aligned with brand positioning | NetEase Yanxuan "Don't Watch This Ad" |
+| 8 | Creative doesn't just respond to the brief — it redefines the communication proposition | Dove Real Beauty Sketches |
+| 9 | Creative, insight, and brand exist in perfect symbiosis — remove any one and it falls apart | Nike "Dream Crazy" (Kaepernick) |
+| 10 | Creative becomes part of brand equity, redefining the brand-consumer relationship | Apple "1984" |
+
+### Dimension 2: Creative Originality — Weight 0.20
+
+How novel the creative is. Not "never seen before" — but "seen similar things but never used this way."
+
+| Score | Criteria | Reference Case |
+|-------|---------|---------------|
+| 1-2 | Completely formulaic (celebrity endorsement + feature list) | — |
+| 3-4 | One or two interesting elements but overall execution is conventional | — |
+| 5-6 | Clear creative concept, but not standout within the category | Most award-winning ads |
+| 7 | 1-2 memorable creative elements, concept has recognizable identity | UnionPay "The Last Transfer in Tang Dynasty" |
+| 8 | Pioneered an imitable creative technique | Old Spice "The Man Your Man Could Smell Like" |
+| 9 | First to introduce a certain expression into advertising, sparking imitation waves | Burger King "Moldy Whopper" |
+| 10 | Redefined what advertising can be | Fearless Girl |
+
+### Dimension 3: Emotional Impact — Weight 0.20
+
+Whether the creative can trigger strong emotional response in a short time. "3-second rule" — would you stop scrolling within the first 3 seconds?
+
+| Score | Criteria | Reference Case |
+|-------|---------|---------------|
+| 1-2 | No reaction after watching, could scroll past at any time | — |
+| 3-4 | "That's nice" but wouldn't watch a second time | — |
+| 5-6 | One element makes you briefly pause, but overall emotional response is flat | — |
+| 7 | Would casually mention to a friend "that ad was pretty interesting" | Baidu "What Did You Say?" |
+| 8 | Images/copy linger in your mind after watching, want to see it again | Fotile "Love Letters in Kitchen Smoke" |
+| 9 | Triggers strong emotional reaction (goosebumps / teary eyes / knowing smile), repeated viewings reveal new details | Thai Life Insurance series |
+| 10 | Changes your perception of this brand (or even of advertising as a medium) | John Lewis Christmas ad series |
+
+### Dimension 4: Scalability — Weight 0.15
+
+Whether the creative can extend across channels, and whether the audience will proactively share.
+
+| Score | Criteria | Reference Case |
+|-------|---------|---------------|
+| 1-2 | Can only be presented in a single channel, cannot be adapted | — |
+| 3-4 | Can execute across 2-3 channels, but requires major rework | — |
+| 5-6 | Core concept can cross channels, but creative impact diminishes when extended | — |
+| 7 | Core concept has built-in extensibility, delivers different brilliant expressions per channel | Spotify Wrapped |
+| 8 | Audience will proactively participate and share (UGC potential) | Ice Bucket Challenge |
+| 9 | The creative itself is a sustainable platform that can generate unlimited content | Dove "Real Beauty" platform |
+| 10 | Becomes a cultural phenomenon, transcending advertising itself | Nike "Just Do It" |
+
+### Dimension 5: Feasibility — Weight 0.10
+
+Given existing AI generation tools and reasonable production conditions, can this concept be delivered at high quality?
+
+| Score | Criteria |
+|-------|---------|
+| 1-3 | Core creative exceeds current technical or budget capabilities |
+| 4-5 | Some elements achievable, but key creative needs heavy post-production |
+| 6-7 | Most elements can be AI-generated, minor adjustments needed |
+| 8-9 | Existing MCP tools can fully deliver, with a clear tool selection plan |
+| 10 | The concept itself is tailor-made for AI capabilities |
+
+### Dimension 6: Brand Exclusivity (Brand Swap Test) — Weight 0.10
+
+If you swap the brand for a competitor, does the concept still work? **Lower score = better** (less replaceable = more distinctive).
+
+Note: This dimension's score is **inverted** in calculation, i.e., `actual score = 11 - raw score`.
+
+| Raw Score | Criteria | Converted |
+|-----------|---------|-----------|
+| 1-2 | Completely irreplaceable; this concept belongs to this brand alone | 9-10 |
+| 3-4 | Concept barely holds if you swap brands, but loses its soul | 7-8 |
+| 5-6 | Swapping in a same-category brand roughly works | 5-6 |
+| 7-8 | Works with any brand | 3-4 |
+| 9-10 | This is a generic ad template | 1-2 |
+
+---
+
+## 2. Weighted Total Calculation
+
+```
+Total = Strategic Fit × 0.25
+      + Creative Originality × 0.20
+      + Emotional Impact × 0.20
+      + Scalability × 0.15
+      + Feasibility × 0.10
+      + Brand Exclusivity (converted) × 0.10
+```
+
+### Score Range Meanings
+
+| Range | Meaning | Action |
+|-------|---------|--------|
+| < 5.0 | Concept needs to be scrapped and restarted | Return to Phase 3, replace all methods |
+| 5.0-6.4 | Has potential but problems are obvious | Target improvements on the 2 weakest dimensions |
+| 6.5-7.4 | Adequate but unremarkable | Strengthen originality and emotional dimensions |
+| 7.5-8.4 | Excellent, worth deep polishing | Fine-tune details, find "the last mile" |
+| 8.5-9.0 | Outstanding, ready for execution | Pass — output full proposal |
+| > 9.0 | Must name a real ad case it surpasses | Requires specific justification |
+
+---
+
+## 3. Calibration Anchors
+
+The following real ad cases serve as scoring benchmarks, helping calibrate the absolute value of scores:
+
+### 10-Point Level (Advertising History Milestones)
+
+| Case | Brand | Defining Innovation |
+|------|-------|-------------------|
+| "1984" | Apple | One ad defined brand spirit and launched Super Bowl ad culture |
+| Fearless Girl | State Street | A statue became a cultural symbol; advertising as product |
+| "Just Do It" | Nike | Three words became the world's most influential brand platform, 30+ years running |
+
+### 9-9.5 Level (Annual / Cannes Grand Prix)
+
+| Case | Analysis |
+|------|----------|
+| Dove "Real Beauty Sketches" | Razor-sharp insight (female self-perception gap), simple execution that strikes the heart |
+| Burger King "Moldy Whopper" | Counter-intuitive (showing a moldy burger), deep insight (proof of no preservatives) |
+| Nike "Dream Crazy" (Kaepernick) | Highest-level brand attitude expression, willing to risk commercial loss for conviction |
+
+### 8-8.5 Level (Excellent Commercial Cases)
+
+| Case | Analysis |
+|------|----------|
+| Spotify Wrapped | Personalized + social currency + annual ritual, extremely strong scalability |
+| Old Spice "The Man Your Man Could Smell Like" | Broke category norms, redefined men's grooming advertising with humor |
+| Fotile "Love Letters in Kitchen Smoke" | Linked cooking fumes to family emotion, product as carrier |
+
+### 7-7.5 Level (Solid Category Excellence)
+
+| Case | Analysis |
+|------|----------|
+| NetEase Yanxuan "Don't Watch This Ad" | Anti-formula copy is fun, but concept has limited extensibility |
+| Baidu "What Did You Say?" | Insight into elderly digital divide, strong emotional impact but slightly weak brand exclusivity |
+
+### 5-6 Level (Mediocre)
+
+No specific cases named — this is the zone of "celebrity + features + slogan + promotional offer."
+
+---
+
+## 4. Multi-Perspective Review (Perspective Panel)
+
+For the TOP 3 concepts, simulate the following 4 roles for review:
+
+### Creative Director Perspective
+```
+Review points:
+- Is the concept sharp enough? Can you explain it in one sentence?
+- Will it look good when executed? Is there a visual hook?
+- Is there a simpler way to achieve the same effect?
+- When executed with AI tools, which visuals are most likely to "break"?
+```
+
+### Strategy Director Perspective
+```
+Review points:
+- Does the creative address the brief's core proposition?
+- Does the insight hold up? Would consumers agree?
+- Are brand assets being effectively leveraged?
+- Have competitors done something similar? Where's our differentiation?
+```
+
+### Consumer Perspective
+```
+Review points:
+- If I saw the first 3 seconds in my feed, would I stop scrolling?
+- After watching, would I share it? What caption would I add?
+- Six months later, would I still remember this ad? Which visual/copy?
+- Does this ad make me want to buy the product?
+```
+
+### Cannes Jury Perspective
+```
+Review points:
+- Among this year's international ads, does this concept stand out enough?
+- Does it have a particularly strong dimension in strategy/creative/execution/technology?
+- Would it inspire imitation? What core element would imitators copy?
+- Does it contribute to the advertising industry?
+```
+
+---
+
+## 5. Anti-Inflation Rules
+
+The following 6 rules prevent inflated scores:
+
+### Rule 1: Real Benchmark Test
+> When giving 8+, you must name a real ad case at a similar score level and explain "why my concept deserves to stand alongside it."
+
+### Rule 2: Normal Distribution Control
+> In a single evaluation round, the average score of 6-9 concepts should fall between 5.5-6.5. If the average exceeds 7.0, subtract 1.5 from all scores and recalibrate.
+
+### Rule 3: Specificity Test
+> If a review uses vague adjectives like "interesting," "unique," or "innovative" without specifying *what* is interesting/unique/innovative, deduct 1 point from that dimension.
+
+### Rule 4: "Would I Share It?" Test
+> When giving Emotional Impact 8+, ask yourself: "If this were a real ad, would I proactively send it to a friend?" If you hesitate, lower the score.
+
+### Rule 5: First Reaction Test
+> What was your reaction when you first read the concept description? If it was "hmm, nice" rather than "oh!", cap at 7.
+
+### Rule 6: Morning-After Test
+> Imagine waking up the next morning and revisiting this concept — would you still think it's good? If uncertain, cap at 7.5.
+
+---
+
+## 6. Diagnostic Template
+
+When a concept hasn't reached the 8.5 threshold, use this template for diagnosis:
+
+```
+## Concept {N} Diagnostic Report
+
+### Current Score: {total}
+
+### Strongest Dimension
+{Dimension name} ({score}): {Why it's strong}
+
+### Weakest Dimension
+{Dimension name} ({score}): {Why it's weak}
+
+### "Why isn't this a 9 yet?"
+{Specific answer — vague responses not allowed}
+
+### Improvement Directions
+- Direction A: {specific action} (expected improvement: +{x} points)
+- Direction B: {specific action} (expected improvement: +{x} points)
+
+### Recommended Improvement Method
+Use {method name} for Pass 2 improvement (rationale: {why this method})
+```

social-media/ad-idea/references/visual-language-guide.md

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+# Advertising Visual Language Guide
+
+The creative director's visual toolbox — a systematic reference for camera work, lighting, color, motion, and transitions.
+Load this file during Phase 5 (REALIZE) when generating visual proposals and prompts.
+
+---
+
+## 1. Shot Types & Emotional Effects
+
+### Framing
+
+| Shot | English | Emotional Effect | Typical Ad Usage |
+|------|---------|-----------------|-----------------|
+| Extreme wide | Extreme Wide Shot | Insignificance, solitude, epic scale | Opening to establish world, "stepping back" after emotional burst |
+| Wide | Wide Shot | Environmental context, freedom | Scene transitions, full-body dance showcase |
+| Medium | Medium Shot | Neutral, narrative | Dialogue scenes, performance segments |
+| Medium close-up | Medium Close-Up | Intimate yet distanced | Narrative segments, product usage scenes |
+| Close-up | Close-Up | Emotional intensity, intimacy | Emotional climax, product detail showcase |
+| Extreme close-up | Extreme Close-Up | Extreme intimacy / unease | Tears, lips, fingers — detail emphasis |
+| Insert | Insert / Detail Shot | Information delivery, symbolism | Key props, timeline clues |
+
+### Framing Rhythm Rules
+
+- **Narrative segments**: Primarily medium → medium close-up, maintaining narrative distance
+- **Emotional climax**: Rapid switching between close-up ↔ wide shot, creating emotional tension
+- **Turning points**: Extreme framing (extreme close-up or extreme wide), amplifying drama
+- **Opening / closing**: Primarily wide shots, establishing or concluding the world
+
+---
+
+## 2. Camera Movement
+
+| Movement | English | Emotional Meaning | Prompt Keywords |
+|----------|---------|-------------------|-----------------|
+| Static | Static / Locked-off | Stability, gaze, detachment | `static shot`, `locked camera` |
+| Slow push | Slow Push-in / Dolly In | Gradual deepening, building tension | `slow dolly in`, `camera slowly pushing forward` |
+| Slow pull | Slow Pull-out / Dolly Out | Revelation, withdrawal, release | `slow dolly out`, `camera pulling back` |
+| Pan | Pan | Environment scanning, following | `camera panning left/right` |
+| Tilt | Tilt | Revealing height, power dynamics | `camera tilting up/down` |
+| Tracking | Tracking / Following | Companionship, journey | `tracking shot`, `following the subject` |
+| Orbit | Orbit / Arc | Ritualistic feel, scrutiny | `camera orbiting around subject` |
+| Handheld | Handheld | Tension, realism, anxiety | `handheld camera`, `shaky cam` |
+| Crane | Crane / Jib | Grandeur, transcendence | `crane shot`, `aerial rising` |
+| Drone | Drone / Aerial | Freedom, god's-eye view | `drone shot`, `aerial view` |
+| Slider | Slider | Smooth, elegant | `slider movement`, `smooth lateral motion` |
+
+### Movement & Narrative Rhythm Mapping
+
+- **Build-up**: Slow push, static, slider — steady progression
+- **Acceleration**: Faster tracking, handheld shake — rising tension
+- **Deceleration**: Slow push or static, crane shots — emotional settling
+- **Climax**: Compound movements (e.g., orbit + crane) — visual explosion
+
+---
+
+## 3. Lighting Schemes
+
+### Light Types
+
+| Light | English | Emotion | Prompt Keywords |
+|-------|---------|---------|-----------------|
+| Natural | Natural Light | Authentic, warm, everyday | `natural lighting`, `available light` |
+| Golden hour | Golden Hour | Romantic, nostalgic, tender | `golden hour`, `warm sunset light` |
+| Blue hour | Blue Hour | Melancholy, mysterious, transitional | `blue hour`, `twilight` |
+| Hard light | Hard Light | Dramatic, confrontational, crisp | `harsh lighting`, `hard shadows` |
+| Soft light | Soft Light | Gentle, dreamlike, embracing | `soft diffused light`, `overcast lighting` |
+| Backlight | Backlight | Silhouette, sacred, separation | `backlit`, `silhouette`, `rim lighting` |
+| Top light | Top Light | Interrogation, sacred, exposure | `overhead light`, `top-down lighting` |
+| Under light | Under Light | Horror, unease, supernatural | `underlit`, `upward lighting` |
+| Neon | Neon | Urban, nightlife, cyber | `neon lights`, `neon glow` |
+| Candlelight | Candlelight | Intimacy, vulnerability, classical | `candlelight`, `warm flickering light` |
+| Strobe | Strobe | Chaos, revelry, fragmentation | `strobe lighting`, `flash` |
+
+### Lighting & Narrative Segments
+
+- **Opening**: Low-key lighting, setting the emotional foundation
+- **Narrative progression**: Lighting ratio shifts from low to medium, evolving with the story
+- **Emotional turning point**: Lighting scheme contrasts with the previous segment (dark → bright, or vice versa)
+- **Climax**: Most extreme lighting treatment (full black / full white / monochrome light)
+- **Closing**: Return to natural light or echo the opening
+
+---
+
+## 4. Color System
+
+### Color-Emotion Mapping
+
+| Color | Emotion | Classic Ad Usage |
+|-------|---------|-----------------|
+| Red | Passion, danger, anger, love | Power, conflict scenes, CTAs |
+| Blue | Melancholy, calm, depth, detachment | Tech, trust, professionalism |
+| Yellow | Joy, anxiety, warning, vitality | Cheerful segments, pre-twist unease |
+| Green | Nature, envy, rebirth, decay | Forest scenes, growth themes |
+| Purple | Mystery, luxury, spirituality | Dream sequences, supernatural scenes |
+| Orange | Warmth, passion, dusk | Nostalgic memories, golden hour scenes |
+| White | Purity, emptiness, minimalism | Clean performance spaces, fresh starts |
+| Black | Power, unknown, depth | Dark aesthetics, deep emotions |
+| Cyan | Technology, future, cold | Cyberpunk, electronic music |
+| Gold | Glory, sacred, luxury | Climax, victory, grand scenes |
+
+### Color Strategies
+
+1. **Monochrome dominance**: Entire work uses one color system, creating layers through saturation and brightness variations
+2. **Dual-color clash**: Choose complementary colors (e.g., blue+orange, red+cyan), use color switches to mark mood shifts
+3. **Gradient narrative**: Color temperature changes with narrative progression (cool → warm or dark → bright)
+4. **Color burst**: Most of the frame is restrained; saturated color suddenly introduced at key moments
+
+---
+
+## 5. Transition Design
+
+### Transition Types
+
+| Transition | English | Effect | Use Case |
+|-----------|---------|--------|----------|
+| Hard cut | Hard Cut | Clean, rhythmic | Synced with beats, fast-paced segments |
+| Dissolve | Dissolve / Cross-fade | Time passing, dreamlike | Memories, slow-paced transitions |
+| Match cut | Match Cut | Clever, continuous | Shape/motion matching during scene changes |
+| Jump cut | Jump Cut | Anxiety, acceleration | Time jumps, emotional unease |
+| Wipe | Wipe / Whip Pan | Energy, speed | Fast-paced segments, spatial transitions |
+| Zoom transition | Zoom Transition | Entering/exiting | Entering memories, changing scale |
+| Fade to black | Fade to Black | Ending, pause | End of section, emotional settling |
+| Fade to white | Fade to White | Transcendence, burst | Climax, memory flashback |
+| Morph | Morph | Magical, continuous | Surreal scenes, object transformations |
+
+### Transition Rhythm Rules
+
+- Cut frequency should sync with narrative energy: high-energy segments → fast cuts (0.5-2s/shot), low-energy segments → long takes (4-8s/shot)
+- Emotional climax cut frequency is typically 1.5-2x the build-up segment's rate
+- Use special transitions (match cut, morph) at key information or emotional burst points
+- Opening and closing favor dissolves or long takes for breathing room
+
+---
+
+## 6. Composition Rules
+
+### Core Compositions
+
+| Composition | Effect | Prompt Reference |
+|------------|--------|-----------------|
+| Center | Power, symmetry, solemnity | `centered composition`, `symmetrical framing` |
+| Rule of thirds | Natural, balanced | `rule of thirds` |
+| Diagonal | Dynamic, tension | `diagonal composition`, `dynamic angle` |
+| Frame within frame | Confinement, voyeurism, depth | `frame within frame`, `doorway framing` |
+| Extreme negative space | Loneliness, oppression | `negative space`, `minimalist composition` |
+| Extreme fill | Suffocation, richness, chaos | `crowded frame`, `cluttered composition` |
+| Dutch angle | Unease, imbalance | `dutch angle`, `tilted frame` |
+| Symmetry | Ritualistic, perfect | `perfect symmetry`, `Wes Anderson style` |
+
+---
+
+## 7. AI Prompt Construction Templates
+
+Use these structures when building prompts for MCP image/video generation tools:
+
+### Image Prompt Template
+```
+[Subject description], [pose/expression], [clothing/styling],
+[environment/scene], [lighting scheme], [color palette],
+[composition], [lens/framing],
+[style modifiers], [texture/medium]
+```
+
+### Video Prompt Template
+```
+[Subject description], [action/motion],
+[camera movement], [environment/scene],
+[lighting/atmosphere], [color],
+[style tags]
+```
+
+### Style Modifier Reference
+- Cinematic: `cinematic, film grain, 35mm, anamorphic lens flare, shallow depth of field`
+- Dreamlike: `ethereal, dreamy, soft focus, diffused glow, hazy atmosphere`
+- Dark/Moody: `moody, dramatic shadows, chiaroscuro, low-key lighting`
+- Vintage: `vintage, retro, analog, faded colors, film grain, VHS aesthetic`
+- Cyberpunk: `cyberpunk, neon-lit, holographic, chrome reflections, rain-soaked streets`
+- Minimalist: `minimalist, clean, stark, high contrast, white space`
+- Surreal: `surreal, dreamlike, impossible architecture, distorted proportions`