Evolve copywriting rules — BINDING for all copy (Fish, 2026-09-16). Before writing any hook, headline, script, body, lander or listicle copy, read /Users/ayden/.openclaw/workspace/knowledge/evolve/copywriting-rules.md (the card) and the matching section of /Users/ayden/.openclaw/workspace/knowledge/evolve/copywriting-skim.md (hooks/open loops/bridges/objections/pitch/stakes/analogies → "## 04 Strategies"; avatar→angle→mechanism→authority→awareness → "## Copywriting Fundamentals"; facts/fluff/spoken/6th-grade/beliefs → "## Copywriting Principles"; checklist + word lists → "## 09 Toolkit"). Run the 13-question checklist before anything ships. This skill's own doctrine stacks on top and never loosens it.

EVOLVE video ads — governing workflow

Backend order (Fish 10-06): Higgsfield first; if Higgsfield is down (Clerk session/credits), fall back to fal (scripts/seedance_img2vid.py / registry "Cheap simple-motion i2v" role). Model roles: knowledge/ad-formats/_MODEL-REGISTRY.md.

Authority: Ayden's EVOLVE OPTIMIZED VIDEO AD SCRIPT — FINAL EDITION, adopted September 15, 2026. It supersedes conflicting prior video/B-roll sourcing, copy architecture, stylistic and editing rules. The user's original prompt is preserved verbatim here. The structured working prompt organizes it for execution; if a detail is missing or conflicts, the original governs, subject to the later user override below.

Current provider override (Ayden, September 15, 2026): use Higgsfield instead of fal.ai for generated clips until Ayden changes this preference. This supersedes the original prompt's fal.ai references only; the original is retained verbatim. Do not fall back to fal.ai automatically.

The framework determines the script. Sourcing and rendering serve it. Do not combine EVOLVE with the old seven-beat skeleton or allow historical performance notes to dictate a different architecture. Product documentation supplies evidence and current physical facts; it does not override the creative framework.

Workflow

1. Intake and source review

Before writing an ad, read the working prompt and start a batch brief.

Collect the five pre-script feedback answers; existing answers in the current task count. Ask missing questions together and accept N/A where appropriate. Locate and completely read Product, New Mechanism, New Information and Customer Data documents. Extract customer language, subtext, emotional drivers, one compelling mechanism, applicable evidence and three entry points. Do not invent missing documents, feedback or claims.

Briefly explain how the feedback informs the strategy. Lock one avatar, proposition and awareness level: Problem-Aware or Product-Aware only. Audits and workflow configuration do not require pretending to collect feedback for an ad that is not being written.

2. Modular copy and storyboard

Use the output template:

• Three 3–7-word hooks, 0–3s; headline ≤2 mobile lines, scroll-stop within the first 1–2s.
• Three matched bridges, 3–8s, each entering the same hold.
• One universal hold, one Objection → Claim → Proof → Benefit cycle.
• One universal CTA, real offer and risk reversal, emotional loop closure and clear action.
• Three assembly equations, strategic explanation and evidence/timing receipt.

Hold and CTA narration and visuals remain identical across A/B/C. Full-length timing: 0–3 / 3–8 / 8–35 / 35–45. For the original prompt's shorter 30–40s option, publish accurate shorter hold/CTA windows, common to the batch. Never exceed 45 seconds.

Write natural fifth–seventh-grade spoken copy. Every line has precise timing and actionable source/action/emotion/setting/overlay direction. Show behavioral transformation. Communicate 2–3 Big Four emotions strongly per major section; hooks also meet the prescribed frameworks and Four U's. Keep one mechanism, customer self-interest, specificity, reason-why and sentence-to-sentence curiosity.

3. Editorial gate

Run the working prompt's final checks before calling a script ready. Validate all claims, counts, research scope, timelines, novelty and offer terms. No invented “first/only,” social proof or scientific results. Follow the original's non-categorization rules; its compliance requirement prevents unsupported uniqueness claims.

Provide the strategic explanation: Big Four by section, new-hope mechanism, awareness, the single OCPB cycle, behavioral transformation and slippery-slope execution. If only text exists, label timing estimates honestly.

4. Production

Read production handoff when sourcing or rendering. Gridbank is primary stock, Storyblocks/Pexels are alternatives, Higgsfield fills scenes stock cannot provide under the current provider override. Existing genuine product footage may supply product shots. B-roll + AI VO only; no talking heads, direct-to-camera or new actor shoots.

Build from the current reviewed script. Inspect exact clip windows, synchronize visuals and VO, and produce the universal hold/CTA once for reuse. Measure actual timing and check all three outputs. The legacy runner has known cache, scene-completeness and timing gaps documented in the handoff; it does not automatically enforce this workflow.

5. Test and learn

Keep the batch's hold, CTA, offer and delivery settings constant while testing hook/bridge pairs. Record spend, defined retention/click metrics, purchases, KPI and sufficient-delivery context. Feed results and the user's observations into the next brief. No automatic launch, publishing, budget change or outbound message is authorized by this skill.

Superseded creative rules

Do not apply the former mandatory educational opener, seven-beat body, severe-stakes hook, TikTok/YouTube-only sourcing, phone-shot-only stock rejection, mandatory X-ray mechanism, UGC-only reveal, no-product-before-reveal rule, fixed narrator persona, screenless-band depiction, fixed cut-length law or different family for each variant. None can override EVOLVE. Preserve useful audio, grading, caption and clip-inspection tools only where they serve this specification.

Do not treat historical scripts as approved templates merely because they were rendered or labeled winners. Evidence informs the new script; EVOLVE supplies its structure.