ShowcaseDarnfold, sample brand

Eleven years of cutting samples

Story set · 9:16. Built at 1080 × 1920 px.

Darnfold is an invented brand from the app’s sample library. It has no customers and no product, so every figure, name and offer in this piece is fictional. The piece itself is a finished build: it went through the same brief, checks and approval as any other.

What the brief asked for.

From brief.md, the written brief, locked before anything was designed.

Everything in the sections below is quoted from the files this build left behind. Nothing is summarised.

Audience: People who buy fewer clothes and want them to last, mostly existing followers watching stories with the sound off; they own a worn pair they would rather mend than bin
The one idea: She spent eleven years cutting samples that were photographed once and binned; in 2022 she started cutting jeans from deadstock rolls that people wear and bring back to be mended
Format: story
Ratio: 9:16
Imagery: photo+props
What success looks like: At thumbnail size it reads as a pattern cutter at a real bench with one plain line about the eleven years; the viewer taps through to the copper "Shop the three cuts" end frame
Route: R1 + 0
Route 0: A portrait of the founder with a quote
The Route picked: R1 + 0

Notes
Facts (brand/BRAND.md only): eleven years cutting samples binned after one photo; started 2022; deadstock rolls mills never sold; cut and sewn in Leicester; roll number on the inside label; free repairs for as long as you own them. The founder has no name on file: write in her first person ("I"), never invent a name, a garment she sampled, or a workshop size.
CTA: "Shop the three cuts", copper pill on the end frame with the logo. No other CTA.
Claims (Ruth): Green Claims Code. Never sustainable, eco-friendly, green, carbon neutral, zero waste, guilt-free, conscious. "Thrown away after one photo" is a first-person fact and fine; no implied environmental benefit, no shaming, no sale language.
V1 risk: each frame a different crop and a different job (cut, chalk, roll) so it doesn't read as a stock hands montage; subtitles sit on the photo with no box behind them.

The lead visual device, and why.

From patterns.json, where each variant declares what it leads with.

V1
hands-only bench photos with her spoken lines set as film subtitles
She tells the founding the way she'd tell a new starter, mid-cut, and we only ever see her hands.

The caption and the rest of copy.md.

The words that ship beside the artwork. copy.md is the build’s caption file.

Caption
For eleven years I cut samples that got photographed once and then binned.
In 2022 I started Darnfold. I buy deadstock denim, rolls a mill made and never sold, and every pair is cut and sewn in our workshop in Leicester. The roll number goes on the label inside.
Three cuts, straight, wide and taper, all £95. Free repairs for as long as you own them.
CTA: Shop the three cuts to darnfold.example

Alt text
Frame 1: Close-up of a pattern cutter's hands cutting blue denim with black tailor's shears on a bench, a paper pattern piece beside the cut. Subtitle: "…one photo and nobody needed it, so it went in the bin."
Frame 2: A hand drawing a line on blue cloth with a white chalk. Subtitle: "Eleven years I chalked out samples that got photographed once."
Frame 3: A hand with a steel watch resting on a roll of pale blue cloth, a ruler on the bench below. Subtitle: "In 2022 I bought my first roll, cloth a mill made and never sold."
Frame 4: The same roll darkened almost to the field colour, behind the line "Every pair I cut has its roll number on the label inside.", the Darnfold logo and a copper button reading "Shop the three cuts".

What the record says

The approval lines from production/signoffs.md, the file where each approval is written down, and the checks stored with the kept sample.

brief-locked: 2026-10-01
winner-approved: 2026-10-01 · winner: V1

Framing: Origin as shop talk: the eleven binned years come out while she works, not as a speech to camera.
Structure: 4 story frames: mid-sentence open over the shears, the eleven-year tally, the first roll she bought in 2022, end frame with Shop the three cuts.
Tone: Matter-of-fact, a bit dry, the way you talk with your hands busy.
Preflight: pass
Check desk: pass
Checked: 2026-10-02
Kept in the sample library: 2026-10-02