ShowcaseLatelift, sample brand
A coach note, rep by rep
Reel · 9:16. Built at 1080 × 1920 px.
Latelift 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
- a 45-to-60-year-old who has never held a barbell, is curious about lifting, and fears doing it wrong with nobody watching; not an existing gym-goer
- The one idea
- a certified coach watches your filmed set once a week and answers with a voice note of about a minute, within 48 hours
- Scope
- one 30 s reel, en, 9:16
- Format
- product-launch
- Style
- kinetic-typography
- Length
- 30s
- Imagery
- photo
- Voice
- a grounded coach in their 40s or 50s, unhurried, written as the voice note itself (found-voice); the Sound desk's pick is Bill
- Music
- a sparse low pulse, garage gym at 6 am, that drops out under the voice note; the Sound desk's bed A (112 bpm), tail trimmed to 30 s
- Call to action
- Start the free trial
- What success looks like
- a viewer over 35 who has never lifted thinks "someone actually looks at my form" and taps the trial; "a coach watches your set" reads in the first 2 seconds at thumbnail size
- Route
- R3
- Route 0
- a coach talking to camera about form, three form cues in kinetic type beside her
- The Route picked
- R3
The lead visual device, and why.
From patterns.json, where each variant declares what it leads with.
Beat 1: Rep 1, the voice note opens
the filmed set in a framed window, the hook set big above it and crossing the seam; the thud freezes the touchdown under the held hook
Beat 2: Rep 2, brace cue
the thud freezes rep 2's touchdown and the frame pushes in; one cobalt pen line along the back, 'Brace before you pull.' crossing the seam onto the frame
Beat 3: Rep 3, bar path cue
the coach jumps back to rep 3 just off the floor and freezes it: lemon shin line, cobalt bar path, peach gap between them; 'Bar close to your shins.' crosses the seam
Beat 4: Rep 4, lockout cue
frozen at the top of rep 4: a cobalt torso line leaning off a lemon upright tweens upright on 'up'; 'Stand all the way up.' crosses the seam
Beat 5: Rep 5, the 48-hour reply
frozen on the last touchdown; 'Reply within 48 hours.' lands whole on 'reply', the cobalt 48 swells on the spoken 48
Beat 6: Last thud, CTA
end card: '14 days free.' and the cobalt pill 'Start the free trial' from the first frame to the end, the logo lands at 20 f
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
- approved: 2026-10-01
- Framing
- The set you film is the set she watches: the reel shows what the coach sees, rep by rep.
- Structure
- Rep 1, 0-5 s: a lifter in his sixties sets up, 'Film one set.' Reps 2-4, 5-20 s: a coach cue in the pause after each rep. Rep 5, 20-25 s: 'A coach replies within 48 hours.' 25-30 s: last thud, CTA.
- Tone
- Unhurried and exact, the gym's own rhythm.
- Preflight
- pass
- Check desk
- notes
- Checked
- 2026-10-01
- Kept in the sample library
- 2026-10-02
Kamply is $69 a month or $499 a year. It runs on your own Claude Code or Codex subscription.
Keep looking.
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Bring one brief to the walkthrough.
We build the first direction with your brand during the walkthrough.