# Structure: spotify-concept-ad
Runtime date: 2026-10-20. Stage 02. Decisions: concept D-13, structure D-14. Critic: ice/review/direction/D-14-critic.md.

Film type: brand film (D-07), borrowing the app ad's real product moment (Spotify's search field).

One claim (seven words or fewer, no conjunction): You choose what you play.
(The treatment does not exist yet at 02; the claim and PAGE lines are taken from the chosen concept here and copied into ice/plan/TREATMENT.md at 05. See PILOT-NOTES, structure.md section 1 problem.)

Emotional change (PAGE): from irritated and powerless inside noise you did not choose, to in control and moving, the city on your side. Register: "the city on my side" (not "exciting").

## Chosen option: S-B Crane up, the street is the grid, with S-A's chain reaction as the locking mechanism (the critic's mix), all five critic fixes applied
Rejected:
- S-A Lock-in, row by row (REVISE 6): the only true causal chain, kept as the mechanism, but as a whole it is a frontal flat grid held 12 s (slide test, depth floor) with one row per bar like a metronome.
- S-C Split street, before and after (REJECT 4): eight identical playhead passes fail the reorder test, and a half-grey frame for a third of the runtime fights the richness floor and the color budget.

Length 49.0 s (first planned at about 45 s, re-timed at 03 for reading holds, extended at 04 for the Arabic end card; the table below carries the final values), inside the prompt's 35 to 60 s.

Build form (critic fix 5): one 2.5D street plane that tilts from a grazing street-level view to top-down; every word meant to be read stands as a frontal billboard (DOM text, shaped, never in perspective while it is read) holding at least 0.6 s per word and 0.9 s for the question; words not being read lie flat on the plane. Ground, billboards and foreground words give at least 3 depth layers. Master 16:9, 1920x1080; versions 9:16 and 1:1 re-laid out (D-10), Arabic and English (versions.md at 03). 30 fps, subframe motion blur on the final. Clock: music-led, one grid at 120 BPM (one bar 2 s), the score composed by code to this plan (ice-audio, at 08a).

## Beat list (times provisional until the cue sheet locks at 06)
| # | Time (s) | Role | Importance | What happens (picture) | Buys the belief that |
|---|---|---|---|---|---|
| 1 | 0.0 to 5.5 | hook (problem) | 2 | The D-15 opening: a close oblique patch of a street built of type, the camera falling to street level; machine noise words sit on their sources and fire out of time (horn, drill, engine, hammer); frame 0 holds the horn word whole, the only bright word; the horn is the loudest hit at about 5.0 | the noise around you is not your choice |
| 2 | 5.5 to 12.0 | turn | 2 | Silence. Spotify's search pill holds the exact question; one answer enters as a whole phrase in the film's voice (an everyday moment, never a title); the green play control presses in on the downbeat at 12.0 | you can answer with what you want to hear |
| 3 | 12.0 to 22.0 | build (product action) | 2 | The pressed green circle heads the playhead and the chain spreads: the horn word locks on the downbeat at 12.0, its hit knocks the hammer into its lane at 14.0, then the drill at 16.0 and the engine at 17.0, then three or more locks inside 1.5 s; the camera rises because it follows the chain | the street starts playing along with your choice |
| 4 | 22.0 to 24.0 | reset (breath) | 1 | One bar: the camera holds, only the playhead moves; the pre-drop gap | (contrast for the drop) |
| 5 | 24.0 to 34.0 | hero | 3 | The drop: the crane completes to top-down by about 31 s; the street's lanes and blocks are a step sequencer, traffic is the playhead, the answer's words run as the melody lane over the drumming street | the whole city plays your track |
| 6 | 34.0 to 37.0 | resolve | 2 | A 3 s descent on a fill, the grid tightening back into the search pill | it all came from one choice |
| 7 | 37.0 to 41.0 | CTA | 3 | The pill again, empty, caret blinking, while the street keeps playing quietly underneath | now it is your turn to answer |
| 8 | 41.0 to 49.0 | brand | 2 | Full Spotify logo on #000000 with the search field under it, then the unofficial line from 43.0 | (brand and the required line) |

Importance budget: 2 of 8 beats at 3 (25 percent). Energy peak: the full top-down frame at about 31 s (63 percent of 49.0 s; the strongest frame is 30.5 s, 62 percent). Turn at about 12 percent (cold open on the problem). Beat lengths vary from 2 to 10 s. The first question sits in silence; the last sits inside the music (critic fix 4).

Ending: reuses the opening's logic (the search pill) with the street still playing under it; one ending; the final frame is simpler than the densest frame.

Structure fingerprint: street-to-sequencer crane on a chain reaction · 8 beats, one continuous camera until the lockup · sound words on street objects, search pill, lanes as step sequencer, play control · opening on a close oblique street patch falling to street level, the horn word dominant · closing on the empty pill with the street playing under it, then logo.

Fingerprint check: no earlier fingerprints exist (~/.ice-motion-director/fingerprints.jsonl absent); distance from bundled templates is measured at 05.


## Revision at 04 (D-30, D-33)
Same structure family and claim; the world and the timing change: length 36.0 s; beats: noise 0 to 3.0 (a drawn street, four visible machines), search and typing 2.9 to 5.4, Top result card and press 5.75 to 7.5, one machine joins per bar 7.5 to 15.5 (horn kick, breaker hats, pile driver backbeat, motorbike bass), fill 15.5 to 17.5, breath 17.5 to 19.5, drop 19.5 (the whole street plays, windows as the equalizer), the line 23.5 to 27.5, the field returns 27.5, logo 29.5, last hit 33.5, ring-out to 36.0. Energy peak at 21.5 s (60 percent). Fingerprint line: the street plays along: a drawn night street whose own machines become the band . 13 shots . car, breaker, pile driver, motorbike, search field, Top result card, logo . opening on a close honking car in a grey noisy street . closing on the logo on black with the street softly playing around it.

## Revision at 05 (rework critic)
Structure and timing unchanged (D-33). Fingerprint line: the noise becomes the beat: a drawn night street whose own machines become the band . 15 shots . car, breaker, pile rig, motorbike, search field, Top result card, logo . opening on a close honking car in a grey noisy street . closing on the logo in a black sky over the whole street, still playing softly.

## Owner fixes (D-35)
Structure and timing unchanged. Fingerprint line: the noise becomes the beat: a drawn night street whose own machines and traffic jam become the band . 15 shots . the hero car and its jam, breaker, pile rig, motorbike, search field, Top result card, logo . opening on a close honking car at the head of a jam . closing on the logo in a black sky over the whole street, still playing softly.

## After draft-9 (D-38, D-39)
Length 33.5 s: the field returns 27.5, the logo 28.5, the last hit 31.5, the ring-out to 33.5; everything before 27.5 unchanged.

## Draft-11 (D-39 inside the prompt)
Length 35.0 s: the field returns 27.5, the logo 28.5, the last hit 32.5, the ring-out to 35.0.

## Draft-12 (D-44, D-45)
Length 35.0 s: the field 27.5 to 30.5, black 30.5 to 31.0, the logo entrance 31.6 to 32.5 on the final hit, the logo holds to 35.0. Fingerprint closing: the official logo alone on black.

## Draft-14 (D-44 to D-46)
Length 35.0 s: the field over the playing street 27.5 to 31.5, the black fade 31.5 to 33.0, the logo entrance 32.5 to 33.5 (an accelerating fade and 0.92 to 1.0 scale), the final hit at 33.5 (bar 13 beat 1), the logo alone on black held 1.5 s to 35.0. No non-affiliation line in the film (D-46). This supersedes the draft-12 section above. Fingerprint line: the noise becomes the beat: a drawn night street whose own machines and traffic jam become the band . 15 shots . the hero car and its jam, breaker, pile rig, motorbike, search field, Top result card, logo . opening on a close honking car at the head of a jam . closing on the official logo alone on black, landing on the final hit.