# Style (camera · color · cinema)

One craft bible. Both brands share language; diverge on mood.

## Shared (every reel)

| Spec | Default |
|------|---------|
| Aspect | **9:16** |
| Safe zone | Keep faces/text inside center 80% |
| Focus | One subject, one emotion |
| Pace | Cut on intention; no filler frames |
| Text on screen | ≤6 words per card; high contrast |
| Audio | Clear VO or music bed; never both fighting |

## Camera language

| Term | Meaning | Use when |
|------|---------|----------|
| **Eye hold** | Eye-level, 35–50mm feel, still or micro-push | Human moments (RE default) |
| **Hero push** | Slow push-in on product/object | Product or idea reveal |
| **Insert** | Tight detail, texture, hands | Proof of craft / material |
| **Wide breath** | Slightly wider establishing beat | Context, then cut in |
| **Macro clean** | Controlled close, geometric | AML product/system shots |
| **Orbit lite** | Gentle arc ≤15° | Energy without chaos |

**Rules**

- Max **3 camera ideas** per reel.
- Open with the strongest frame (hook = visual, not logo).
- Avoid whip-pans, random zooms, busy parallax.

### Brand camera defaults

| | RE | AML |
|--|----|-----|
| Default | Eye hold + insert | Hero push + macro clean |
| Height | Eye / slightly below | Eye / slightly above for authority |
| Motion | Breath-paced | Confident, measured |

## Color language

### RE — warm permanence

| Role | Direction |
|------|-----------|
| Base | Warm stone, paper, soft daylight |
| Ink | Deep near-black (not pure #000 on large fields) |
| Accent | Muted sage or clay — **one** accent only |
| Grade | Low contrast crush avoided; natural skin; gentle film warmth |
| Avoid | Neon, cyber grids, RGB glitch, cold steel blue |

### AML — precise future

| Role | Direction |
|------|-----------|
| Base | Pure white / soft gray / deep ink |
| Accent | **One** electric accent (pick per series; keep consistent) |
| Grade | Crisp contrast, clean blacks, commercial polish |
| Avoid | Muddy vintage, random multi-neon, cluttered gradients |

## Cinematic defaults

| Lever | RE | AML |
|-------|----|-----|
| Grain | Light / none | None / digital clean |
| Depth | Soft bokeh OK | Controlled, product-sharp |
| Transitions | Hard cut or soft dissolve | Hard cut preferred |
| End | Quiet hold 0.5–1s | Sharp final frame / logo optional |

## Reusable shot recipes (steal these)

1. **Hook face/object → insert proof → wide meaning → text thesis**
2. **Text question → visual answer → insert → CTA still**
3. **Before state → detail fix → after calm (RE)**
4. **Category problem → system diagram beat → brand proof (AML)**

If a recipe wins 3+ times, note it at the bottom of the brand `tracker.md`.