{
 "slug": "edit-does-the-word",
 "name": "The edit does what the words say",
 "category": "hook",
 "group": "Visual hooks and animations",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "The viewer sees each claim performed at the moment it is said.",
 "use_when": "Talking heads about a tool, a method or a result.",
 "phrase": "when she says bigger the caption grows to fill the frame; when she says gone the product photo drops out of the picture",
 "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": "On the account that sells this style, three breakout clips reached 39, 12 and 10 times the median of the others. A re-shot winning script and a re-cut with a new opener both fell under the median: what travelled was a new format, not the same words.",
   "evidence": "measured",
   "source": "Director Chair notes on Reel Kit (Justyn The AI Guy)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "word-drop",
  "caption-slab",
  "edit-ticking-effects-list",
  "self-proving-claim"
 ],
 "rights": "own-work",
 "evidence": "measured",
 "source": {
  "url": null,
  "note": "Own words from Director Chair notes on Reel Kit (Justyn The AI Guy) and Director Chair field notes on hooks and ideas"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/hook/edit-does-the-word",
 "markdown": "https://directorchair.ai/hook/edit-does-the-word.md",
 "prompts": {
  "seedance-2.5": "Scene: [your subject] in [your setting]. When the subject says bigger the caption grows to fill the frame; when the subject says gone the product photo drops out of the picture.\nShot 1 (0:00 to 0:05): one continuous shot",
  "seedance-2.0": "Scene: [your subject] in [your setting]. When the subject says bigger the caption grows to fill the frame; when the subject says gone the product photo drops out of the picture.\nShot 1: one continuous shot",
  "kling-3": "[your subject]. When the subject says bigger the caption grows to fill the frame; when the subject says gone the product photo drops out of the picture. The scene is [your setting].",
  "veo-3.1": "[your subject] in [your setting]. When the subject says bigger the caption grows to fill the frame; when the subject says gone the product photo drops out of the picture. Framing and subject stay as in the start image."
 },
 "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."
 }
}