{
 "slug": "honest-tension",
 "name": "Borrow the tension, never the lie",
 "category": "hook",
 "group": "The rule",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "The viewer gets the pull of a risky moment without being deceived, so the trust survives the reach.",
 "use_when": "Any hook built on danger, conflict or a mishap.",
 "phrase": "show the real risk of the trade safely: the roofer clipped to a harness at the ridge, the drop visible behind him",
 "pitfalls": [
  {
   "text": "No fake news, fake emergencies or staged danger in real traffic. Show the trade's real risk safely, or generate the image and label it as AI.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on short-form video (one TikTok account, 233 posts and 27 measured clips, read 30 Oct 2026)"
  },
  {
   "text": "An advert is marked as one, and a brand speaks from its own account, never as a fake bystander.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on short-form video (one TikTok account, 233 posts and 27 measured clips, read 30 Oct 2026)"
  },
  {
   "text": "Footage is your own, the client's or licensed. Learn from a viral clip, measure it, then recreate the structure with your own material.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on short-form video (one TikTok account, 233 posts and 27 measured clips, read 30 Oct 2026)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "stakes-in-frame-zero",
  "conflict-hook",
  "bystander-caption",
  "brand-as-the-twist"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair field notes on short-form video (one TikTok account, 233 posts and 27 measured clips, read 30 Oct 2026)"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/hook/honest-tension",
 "markdown": "https://directorchair.ai/hook/honest-tension.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the borrow the tension, never the lie pattern: the viewer gets the pull of a risky moment without being deceived, so the trust survives the reach. No fake news, fake emergencies or staged danger in real traffic. An advert is marked as one, and a brand speaks from its own account, never as a fake bystander. Example: show the real risk of the trade safely: the roofer clipped to a harness at the ridge, the drop visible behind him. Plain spoken language, no hashtags, no emoji. Tell me which one you would post first and why, in one line."
 },
 "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."
 }
}