# Quality checklist — ship or fix

Run in under 5 minutes. All must be **yes** to publish.

## Idea

- [ ] One clear idea (not three ideas fighting)
- [ ] Hook works in first 2 seconds (muted test)
- [ ] Viewer emotion is obvious

## Craft

- [ ] 9:16, subject in safe zone
- [ ] Matches `STYLE.md` for this brand
- [ ] Max 3 camera ideas; cuts feel intentional
- [ ] Text readable on phone (large, high contrast)
- [ ] Audio clean OR intentional silence/music only

## Brand

### RE only

- [ ] **Zero** public mention of AI, models, prompts, “generated”
- [ ] Feels human, calm, permanent — not tech-demo
- [ ] Voice matches `rethink-everything/BRAND.md`

### AML only

- [ ] Sounds commercially sharp and future-facing
- [ ] One accent color discipline held
- [ ] Voice matches `ai-marketing-lab/BRAND.md`

## Package

- [ ] Named per `NAMING.md`
- [ ] `library/{ID}/` has final + `reel.md` + `caption.txt`
- [ ] Tracker row added

## Kill criteria (do not ship)

- Soft, generic stock feel with no point of view
- Hook is a logo or “wait for it” with no visual promise
- RE sounds like a SaaS AI ad
- More than one CTA or idea

**Fail any craft/brand box → revise once → still fail → kill and start next reel.**