# Ad 02 — Your Skin Changed the Rules
- **Funnel:** Catch-22 (ICP3 · double-bind)
- **Stage:** TOF
- **Format:** reel 9:16 (UGC video)
- **Placement:** Meta Reels / Stories
- **Lever:** pain (the strip-vs-clog contradiction)
- **Andromeda signal:** pain × ugc-confession × problem-agitate × talking-head × TOF/light

## Reference assets
- assets/vitamin-c-serum.jpg — she holds and reads the Vitamin C Brightening Serum, then applies it; reproduce the bottle, dropper, and label text EXACTLY. Never redesign or invent packaging.

## Script (spoken + on-screen beats)
- **0–3s** — Handheld selfie, real woman ~48 at the mirror, natural textured skin, no makeup. VO: "For years my skin was just dry. Then it started breaking out too." On-screen: "Dry AND breaking out at 48??"
- **3–8s** — Points to a flaky patch, then a small blemish. VO: "I'd fix one and the other got worse." On-screen: "Fix one — the other got worse."
- **8–15s** — Holds and reads the real Vitamin C Brightening Serum. VO: "What actually helped was going gentler, not harsher." On-screen: "Gentler, not harsher."
- **15–22s** — Applies the serum in calm morning light. VO: "A calm-not-strip routine. It clears without stripping." On-screen: "Calm-not-strip"
- **22–27s** — Close on calmer skin, then the serum held to camera. VO: "You're not doing skincare wrong — your skin changed the rules." On-screen: "Clears without stripping. Learn more →"

## GPT Image prompt
Create a 9:16 vertical reel KEYFRAME / thumbnail: authentic phone-shot UGC look, natural handheld feel, real bathroom/bedroom daylight. Cast a real woman aged 47–53 with natural, un-airbrushed skin texture and minimal makeup, warm and candid, mid-gesture holding the real Vitamin C Brightening Serum from assets/vitamin-c-serum.jpg toward the camera — label pixel-faithful, dropper and bottle shape reproduced exactly. Bake a clean sans caption on a soft sage #EAF2EC lower-third bar with a thin gold #C9A14C accent line, ink #26302B text. Brand palette forest green / gold / sage. Negative direction: NO purple, no airbrushed plastic skin, no invented or restyled packaging, no medical claims, no before/after result imagery. Compliance: cosmetic, personal-experience framing only. Spell caption text exactly.

## Overlay copy (typeset verbatim)
- Headline: "You're not doing skincare wrong — your skin changed the rules."
- Subhead/body: "Dry AND breaking out at once? That's the double-bind. Gentler, not harsher."
- CTA: "Learn More"

## Expected output
A native-feeling UGC reel keyframe plus a 27s script; frustrated-turning-hopeful confession that names the double-bind, ending on the real serum and "clears without stripping."

## Compliance rail
Personal-experience, cosmetic framing only: "the inflamed look," never medical "inflammation"; no cure/treat/prevent; no fabricated results; Serum label must match assets/vitamin-c-serum.jpg exactly.
