@ Image1 is the sole authority for the PROOF logo: the roundel of five concentric rings
and the PROOF wordmark in heavy geometric rounded sans. Reproduce the mark and the
spelling P-R-O-O-F exactly and never alter, restyle or re-letter them. @ Image2 is the
authority for the branded kraft bakery bag. @ Image3 is the authority for the courier,
the canvas bread satchel and the dawn street.
[GOAL]
A 15-second vertical 9:16 social launch commercial for PROOF, a dawn bakery delivery
service. Fast-cut, caption-led, designed to be understood with the sound off. Photoreal
documentary commercial cinematography on 35mm, fine grain, shallow depth of field,
handheld with restrained movement.
[THE LIGHT IS THE CLOCK]
The film brightens continuously from beginning to end. It opens in near-darkness lit by
a single work lamp and finishes in full warm golden sunrise. Every shot is measurably
lighter than the one before it. This progression must be unbroken.
[CAPTION CHIPS]
Throughout, a single caption chip sits in the lower third, horizontally centred, in the
same position in every shot. It is a rounded rectangle in burnt ochre with warm cream
text, two lines: a lighter-weight top line and a bold bottom line. The chip changes
content on the cuts listed below and never moves, resizes or animates. Type must be
crisp and correctly spelled.
[SEQUENCE — cut on every timing, eight cuts]
0-1.9s HERO. Interior of a small bakery at night, lit by one overhead work lamp.
A baker's hands turn a large mass of wet dough on a floured steel bench.
Everything else in the room is black.
CHIP: "04:12" / "someone is already awake"
1.9-3.6s INSERT. Extreme close-up, a handful of flour thrown across the bench, dust
catching the single lamp.
CHIP unchanged.
3.6-5.4s HERO. A row of round dough balls resting in floured proving baskets on a rack.
Slightly warmer, slightly brighter. One dough is visibly swollen and domed.
CHIP: "05:30" / "it's proving"
5.4-7.1s INSERT. An oven door swings open and a wall of steam rolls out toward camera,
lit warm from inside.
CHIP unchanged.
7.1-8.9s HERO. A dark-crusted round sourdough loaf lands on a cooling rack. Hold on it.
The crust is visibly crackling and ticking as it cools.
CHIP: "06:15" / "it's out of the oven"
8.9-10.6s INSERT. The loaf is slid into the kraft PROOF bag from @ Image2, the top folded
over once and taped. The ochre roundel and wordmark clearly readable.
CHIP unchanged.
10.6-12.3s HERO. The courier from @ Image3 rides away down an empty terraced street in
low golden sunrise, satchel on their back, PROOF mark readable, streetlights
switching off behind them.
CHIP: "06:52" / "it's moving"
12.3-13.6s INSERT. The kraft bag set down on a stone doorstep in full golden light,
exactly as in @ Image2. A hand withdraws from frame. Steam rises from the fold.
CHIP: "07:04" / "it's at your door"
13.6-15s END FRAME. Cut to a clean flat warm cream background. The PROOF concentric
ring mark and wordmark from @ Image1 sit centred, still, in burnt ochre and
dark rye brown. Beneath them, small, in dark rye brown: "now delivering".
CHIP for the final beat only: "bread younger than your alarm", single bold
line, centred. Absolutely no motion on this frame — it is a still card.
[COLOUR]
Burnt ochre is a physical object in the world before it is ever an interface colour —
it is printed ink on the kraft bag and on the canvas satchel, lit by real light. The
caption chip is the only ochre graphic element. Palette: warm cream, kraft brown, burnt
ochre, dark rye brown, one cool blue-grey in the pre-dawn shadows.
[AUDIO]
Diegetic sound only, no music of any kind. The mix should feel close, warm and real.
0-3.6s The dead quiet of a room at 4am: an extractor fan humming, wet dough slapping
and stretching against steel, a scraper, the soft thud of flour.
3.6-7.1s Quieter still. A rack wheeled a short distance. The heavy clunk of an oven
latch and a deep roll of escaping steam.
7.1-8.9s THIS IS THE MOMENT THE WHOLE FILM IS BUILT AROUND. A loaf on a wire rack, its
crust crackling and ticking as it cools — a fine, irregular, delicate series
of snaps and pops, close-miked and clearly audible above everything else.
Bring the rest of the mix down under it.
8.9-12.3s Kraft paper crumpling and folding, tape torn. Then outdoors: a freewheel
ticking, tyres on wet tarmac, one blackbird, distant early traffic.
12.3-15s The bag setting down on stone. Footsteps leaving. Birdsong. Then near silence
under the end card, with one last faint crust tick.
No music, no voiceover, no narration, no dialogue, no whoosh transitions, no sound
effects that are not physically present in the scene.
[NEGATIVE]
No text of any kind other than the caption chips, the PROOF wordmark, and "now
delivering". No other logos, no brand names, no shop signage, no readable street signs,
no house numbers, no phone screens, no app interfaces, no price, no website, no social
handles, no hashtags, no watermarks. Do not alter the PROOF mark's ring count or the
spelling of the wordmark. No music. No people speaking. No faces held in close-up for
longer than one second — this is about the bread, not a character. No slow motion, no
speed ramps, no lens flare, no colour grading toward teal or blue. The caption chip
never moves position. Do not add a ninth shot. Do not animate the end card. Try in DraPub 
