{
 "slug": "word-drop",
 "name": "Word drop",
 "category": "effect",
 "group": "Type and emphasis",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "One word lands with weight, and that is the word the viewer keeps.",
 "use_when": "The single claim or number in a talking-head line.",
 "phrase": "the key word falls in from above the frame and lands beside her head on the moment she says it",
 "pitfalls": [
  {
   "text": "The effect fires on the word that names it. In the measured list reel an effect more than 0.2 seconds off its word is a listed failure.",
   "evidence": "practitioner",
   "source": "Director Chair measurement of a published short, Oct 2026"
  },
  {
   "text": "One sound per visual event, under the voice.",
   "evidence": "practitioner",
   "source": "Director Chair notes on Reel Kit (Justyn The AI Guy) (the kit's own craft rules)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "edit-does-the-word",
  "type-behind-head",
  "sfx-vocabulary"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair notes on Reel Kit (Justyn The AI Guy) (described from the frames of two clips; no result per effect was measured)"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/effect/word-drop",
 "markdown": "https://directorchair.ai/effect/word-drop.md",
 "prompts": {
  "chat": "Give me an edit brief: where it goes on the timeline, the exact settings, and what to check before export, for a short video about [your product], for [your audience]. The technique is word drop: one word lands with weight, and that is the word the viewer keeps. How it works: the key word falls in from above the frame and lands beside her head on the moment she says it. It is right for: the single claim or number in a talking-head line. The effect fires on the word that names it. One sound per visual event, under the voice. Be concrete: numbers, seconds and settings, no theory. Ask me one question first if something you need is missing."
 },
 "licence": {
  "code": "MIT",
  "text": "CC BY 4.0",
  "third_party": "Clips and card texts inside a \"licensed\" block belong to their makers and are shown with permission and credit."
 }
}