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