“Wear the work.” — v2
Hard drop to near-silence (-36.5dB, a 9-10dB fall) at the card — audio doesn't fade, it cuts.
Act 1 · 0.0-10.0s2.0-2.5s holds (slower than Carhartt's 0.8s average — delibe
c1On file
Craft immersion — no merch visible
hands loading/rewinding film into a camera back
0.0s–2.2s · 2.2s hold
c2On file
Craft immersion — no merch visible
darkroom — print in developer tray, tongs, red safelight
2.2s–4.4s · 2.2s hold
c3On file
Craft immersion — no merch visible
contact sheet / loupe review on a lightbox
4.4s–6.7s · 2.3s hold
c4On file
Craft immersion — no merch visible
cleaning a lens with a cloth, macro on glass
6.7s–8.6s · 1.9s hold
c9On file
Craft immersion — no merch visible
sketch/storyboard notebook, pen in hand (v1 l2/l3 fallback)
8.6s–10.0s · 1.4s hold
Act 2 · 10.0-22.0s1.0-1.5s (halfway between Act 1's slow craft holds and Carha
c5On file
Craft continues — alternation speeds up, still no merch
photographer adjusting tripod / composing (face or side profile visible — NOT hidden behind camera, per the headless-shot ban)
10.0s–11.3s · 1.3s hold
l1On file
Craft continues — alternation speeds up, still no merch
pottery wheel hands (v1 reuse)
11.3s–12.6s · 1.3s hold
c6On file
Craft continues — alternation speeds up, still no merch
editing on a laptop, real photos on screen
12.6s–13.8s · 1.2s hold
l4On file
Craft continues — alternation speeds up, still no merch
sewing/stitching hands (v1 reuse)
13.8s–15.0s · 1.2s hold
c7On file
Craft continues — alternation speeds up, still no merch
gear bag pack-up — lenses, film canisters
15.0s–16.1s · 1.1s hold
l5On file
Craft continues — alternation speeds up, still no merch
keyboard/design hands (v1 reuse)
16.1s–17.2s · 1.1s hold
c8On file
Craft continues — alternation speeds up, still no merch
light meter reading / checking exposure
17.2s–18.2s · 1.0s hold
l7On file
Craft continues — alternation speeds up, still no merch
teens skating, backs blurred (v1 reuse)
18.2s–19.2s · 1.0s hold
c10On file
Craft continues — alternation speeds up, still no merch
printing/hanging finished prints to dry
19.2s–20.7s · 1.5s hold
l8On file
Craft continues — alternation speeds up, still no merch
kid painting hands (v1 reuse)
20.7s–22.0s · 1.3s hold
Act 3 · 22.0-29.0s0.5-0.7s (matches Carhartt's measured baseline almost exactl
w1On file
Worn-merch flash — quick cuts, people actually wearing the pieces
person walking through a doorway/street wearing a quote tee or hoodie
22.0s–22.6s · 0.6s hold
w2On file
Worn-merch flash — quick cuts, people actually wearing the pieces
creator crouched shooting, wearing a quote hoodie
22.6s–23.2s · 0.6s hold
w3On file
Worn-merch flash — quick cuts, people actually wearing the pieces
teen skating/biking wearing 'Made, not found.' or 'Different is the point.'
23.2s–23.8s · 0.6s hold
w4On file
Worn-merch flash — quick cuts, people actually wearing the pieces
kid in 'I made this!' tee, mid-laugh or mid-paint
23.8s–24.4s · 0.6s hold
w5On file
Worn-merch flash — quick cuts, people actually wearing the pieces
cap/beanie logo detail, turning into frame
24.4s–25.2s · 0.8s hold
w1bOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
second worn beat — repeat of the walking/motion energy, DIFFERENT person/piece than w1 (no-repeat rule: distinct clip)
25.2s–25.8s · 0.6s hold
w2bOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
second creator-at-work-wearing-merch beat, different piece than w2
25.8s–26.4s · 0.6s hold
w3bOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
quick group/candid beat wearing merch, different framing than w3
26.4s–27.0s · 0.6s hold
w4bOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
quick detail beat — hands/fabric/print texture on a worn piece
27.0s–27.6s · 0.6s hold
w5bOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
quick motion beat — someone turning/walking away in merch
27.6s–28.2s · 0.6s hold
w5cOn file
Worn-merch flash — quick cuts, people actually wearing the pieces
final quick beat before the hero hold — highest energy of the flash
28.2s–29.0s · 0.8s hold
Act 4 · 29.0-32.0sONE hold at 2.6s (Carhartt measured 2.97s at 90% — this is t
w6On file
Hero hold + endcard
HERO — group or single subject wearing the piece, looking at/past camera, warm light. The one beat allowed to hold. Calibrated to Carhartt's measured 2.97s hero hold at 90% of runtime.
29.0s–31.6s · 2.6s hold
Italo's footage
endcard_cut
endcard_cut
endcard_cutAwaiting
Hero hold + endcard
hard cut, audio drops toward near-silence (Carhartt measured -36.5dB / ~9-10dB fall at the card, not a fade)
31.6s–32.0s · 0.4s hold
card
ECCard
Endcard
“Wear the work.” → real Acromatico logo, cream on #14120F.
32.0-36.0s · silence / one sustained note
l6Killed
v1 reject
“Camera-in-hand” — model is headless/cropped at the neck. Per Italo's note: banned framing, never reuse. New rule: any camera-to-face shot must show part of the face or be shot from the side.
Why merch doesn't appear until 22s: the first two acts are pure craft — no product, no logo. The worn-merch flash (Act 3) cuts at 0.5–0.7s, matching Carhartt's real measured baseline almost exactly, so it reads as quick and confident rather than a lingering product shot. One hero hold (2.6s, calibrated to Carhartt's measured 2.97s) is the only beat allowed to breathe before the card.
