# Close the laptop. Begin the evening. Status: draft for review. No campaign launched. A 30-second creator demonstration of the existing Orienting practice at the end of a workday. The app supplies guidance, then the phone leaves the centre of attention. Three opening variants test the framing while the shared body remains identical. ## Deliverables Three 9:16, 1080 × 1920 cuts, each 30 seconds, plus a clean shared-body export and caption file. One creator, one location, one practice. Draft script and shot plan are ready; footage has not been produced. ## Three opening variants ### H0: General-practice control Take a short pause with a guided grounding practice. Visual: 0–4s: same shot in every variant. Close laptop, set phone on the desk. Only the spoken line and caption change. ### H1: End-of-work transition Work is finished. Take a pause before the evening begins. Visual: 0–4s: identical opening footage, crop and sound bed to H0. ### H2: Before the scroll Before the after-work scroll, make room for a short pause. Visual: 0–4s: identical opening footage, crop and sound bed to H0. ## Shared body ### 0–4s Picture: Close the laptop. The phone rests nearby. Use the selected hook; keep the footage identical across variants. Audio / words: H0, H1 or H2 only. Same delivery pace and recording setup. ### 4–9s Picture: Tight shot of the current Stateshift app opening the existing Orienting practice. Show the real navigation, title and play action. Audio / words: “Open Orienting in Stateshift and follow the guide.” ### 9–21s Picture: Phone face down or outside the main frame after playback starts. Film the creator following the actual audio and looking around the room. No staged before/after expression. Audio / words: Use orienting-excerpt.mp3, Jonny’s original recording from 00:10.400 to 00:22.400 (12 seconds). Exact words: With your eyes open, label three things that you can see in your environment. Really notice them and invite them into your awareness. On-screen: “Excerpt from a guided practice”. ### 21–25s Picture: Return to an ordinary evening action: walk away from the desk or put the kettle on. No claim that a clinical or bodily change occurred. Audio / words: “A pause between work and whatever comes next.” ### 25–30s Picture: Clean current app frame and Stateshift name. Same end card and CTA across all three versions. Audio / words: “Search Stateshift in the App Store or Google Play.” ## Production notes - Use a creator who has actually tried the practice. These lines are demonstration copy, not a testimonial or a fictional personal story. - Capture the exact current app screen on a phone. The source registry confirms Orienting exists; this brief does not claim a new physical-device playback check. - The 30-second ad contains an excerpt, not a complete Orienting session. Do not cut together instructions that change the practice. - Keep captions readable within platform UI safe areas; review on an actual phone before delivery. Export a clean master without platform watermarks. - Suggest one ordinary, repeatable evening cue. Do not depict a multi-day outcome or streak that the creator has not actually completed. - Audio asset supplied: orienting-excerpt.mp3. Source, SHA-256 hashes and machine transcription/boundary check are recorded in audio-provenance.json. Listen to the final combined cut before publication. ## Claims and permissions - No invented first-person result, guaranteed relief, sleep outcome, reset time or clinical mechanism. - Use only Stateshift-owned or cleared app/audio material and newly shot creator footage. Competitor examples are references, not reusable assets. - Review creator usage rights, music rights and the required commercial disclosure for the actual publishing arrangement before launch. - Keep prices, trials and discounts out of this cut until the precise offer and destination are verified. ## Measurement - Primary commercial measures: acquisition cost per new payer and realised net revenue over the same declared observation window. Report fees/refunds and immature cohorts explicitly. - Quality signal: attributed new users who complete a practice on two separate days within seven days of first open, where that first-party linkage can be verified. This is a proposed reporting definition, not a new event already implemented. - Creative diagnostics: hold attention, click-through and practice start. A hook that wins views but loses downstream value is not a winner. - For a paid comparison, keep creator, body, CTA, store destination, audience and budget rules stable. Prefer a platform randomised creative experiment where feasible; delivery in one ad set is not automatically an equal split. - For organic posts, compare equal post ages and retain failures. Different-day posting is directional learning, not a clean randomised experiment. Spoken store search has limited post-level attribution. - Review the first day for broken links, delivery or tracking faults. Make commercial decisions after the chosen attribution and seven-day practice windows mature, using pre-agreed spend and evidence thresholds. No universal next-day kill rule. ## Before launch - Approve the actual filmed variants, creator/audio rights, disclosure and store destination. The current deliverable is a brief, not finished video. - Confirm current paid budget and acceptable payer acquisition cost from current unit economics. Older planning budgets are not carried forward. - Recheck the relevant AppsFlyer/RevenueCat/Meta mapping and reconcile attributed outcomes with first-party practice reporting. Record any missing joins; do not substitute clicks for verified payers. - Use neutral campaign identifiers SS-CI-001-H0/H1/H2 in the internal ledger. Do not put users’ symptoms, assessment answers or practice details into ad-network parameters. - Before activation, record the chosen comparison method, attribution window, maturity date, stop-loss and scale criterion. This system has no launch or spend API connection. ## Sources - [@anxietywithfelicia · 2026-09-14](https://www.tiktok.com/@anxietywithfelicia/video/7685453898768747806): Metadata + sampled frames; observed 2026-10-01T03:16:09Z. - [Othership Google Play listing](https://play.google.com/store/apps/details?id=com.breathwork.othership): Official page read; observed 2026-09-30. - [Rootd app wherever/whenever reel, archived storyboard](https://www.instagram.com/reel/DXs55OHj34s/): Historical archive inspected; observed 2026-09-30. - [How do you actually switch off after working from home?](https://www.reddit.com/r/productivity/comments/1vzszhr/how_do_you_actually_switch_off_after_working_from/): Public discussion read; observed 2026-09-30. - [Switching off after work](https://www.reddit.com/r/auscorp/comments/1urk7zl/switching_off_after_work/): Public discussion read; observed 2026-09-30. - [Stateshift existing Orienting practice](../../be/static_shifts.py): Local source inspected; observed 2026-09-30. - [Stateshift attribution/data-flow audit](../Stateshift Ad Data Flow Audit 2026-09-28.md): Dated audit read; observed 2026-09-30.