Propflow ad videos
Sixteen different explorations from Oct 31 night plus the 54 s long-form. Every clip here passed a separate reviewer's check with audio. Earlier work is folded below.
Updated 2026-10-31 night
ElevenLabs-style (Oct 31, late): the new sound bar
Built after the two ElevenLabs reels Fede recorded: performed voice on the v4 model with a bright, friendly read, a track composed for each clip with Eleven Music, sound effects composed per beat and cuts landing on them. Nothing quiet, nothing bracketed on screen.
Explorations (Oct 31 night): different concepts, one 9:16 file with sound each
Bright palette, one color family per clip, Elise narrates, "Meet Clara" in the first 3 s, music from frame 0. Raw HD files are on Google Drive.
The 54 s long-form: The bathtub
Real resident on the call (no name or unit audible); public use needs the customer's OK.
What the separate reviewer checks on every clip
Frames at one per second (text size, safe area, logo color against its field, no dark frames, no icons); words per second on anything a viewer must read; music never silent and never buried (8–12 LU under the voice, measured on the stems from where the voice really starts); no dead air over 0.4 s; the introduction heard and seen in the first 3 s; a transcript check; loudness −16 LUFS, peaks under −1.5 dBTP; every on-screen claim against the build notes and the real record. Each automated check is proven with a planted failure first. Caught this round: music vanishing under the narrator, a loop that restarted, late spoken intros, an unsourced percentage, an invented quote, a line shown in Spanish that was said in English, voice landing ahead of the music dips.
Ad kit: where everything lives
Code and notes are in git; audio and video are in R2; this page is the index. Rejected clips stay stored and are marked rejected so nobody rebuilds them.
propflow-brand-assets/ads-kit/
├─ kit/ Remotion components, compositions, HTML adkit
├─ sound/ mixers, ElevenLabs callers, voice recipe
├─ qa/ reviewer checklist, tools, tests (CI)
├─ specs/ ad rules (dated), sound bar, brand CSS, briefs
├─ stories/ per-clip build and credits, concepts, research
└─ manifest.json every media file: R2 key, sha256, Drive id, status
R2 propflow-podcasts/ads-kit/{beds,sfx,voice,renders,refs}/
Repo folder · manifest · rules · QA checklist. Drive: passed clips keep their existing Drive links (in the manifest); no shared "PropFlow Ads" folder yet. refs/ holds other companies' reels: reference only, never reuse.
How to start a new clip
- Read the rules and the sound bar.
- Copy
kit/remotion/; write the clip's BUILD.md first. - Make voice and music with the
sound/callers, per the voice recipe. - Mix with the newest mixer (
sound/e02/mix_e02.py). - Run the QA checklist; trust a check only after it catches a planted fault.
- Upload media to R2, add it to the manifest, open a PR.
Earlier work (Oct 30): the first cut, three storyboards, the module shorts and the method
The cut: Back to back. Not back and forth.
19 seconds, voiceless, 9:16 and 1:1. Turn-signal ticks for the drive, a music bed for Clara's part, -16 LUFS. Rendered Oct 30, 8:30 PM MT from storyboard B below.
Before paid spend: Suisse Intl font licence for video and the ElevenLabs plan's music terms are unconfirmed.
Storyboards (Oct 30 night)
Three concepts, each from a different lead, built from the agency's assets. Six frames each, phone format shown. The pick: B. It is being rendered now. Runner-up: C. Two leads landed on the same promise line without seeing each other, so the line stays: Back to back. Not back and forth.
B · Back to back recommended
19 s, no voice. The same building twice, 9:30 and 2:00; the words bounce left and right so your eyes make the wasted drive. Hard cut to white: Answered. Offered 10:00. Booked.
A · Same street. Once.
22 s, no voice. One windshield seen twice, 11:00 and 4:30, then Clara books the second tour right after the first. Weak spot: stand-in photos look European; needs a real two-time photo pair.
C · Rewind
About 20 s, no voice. Two timestamps. Saturday 4:12 PM, back across town for a 4:30 tour. Rewind to Friday 9:14 PM: a renter asks, no one is on, she gets 4:30. Same night again, Clara is on: booked 11:45, right after your 11:00. Saturday 4:12 PM: with renters, not in traffic. Runner-up.
The design language we build from (agency Figma, Oct 30)
The agency's current social frames (their Figma, exported today after the designer's last save). The next cut is made from these: big type, violet and warm white, real photos. No map, no icons.
Short ads, all modules (Oct 30, 11:40 PM MT)
Made from one video design system, not copied from one ad to the next. Every short shows a real record, Clara's action, and the record after, redrawn in the product's own look and stamped "Real records. Test property." Two use real calls to the test line, Clara's own voice. Renewals is the one example record, stamped as such.
The 40 s montage is pulled: its system-of-record beat named a software product on screen.
Voice shorts, 16 s, real calls
Left: Fede calling the test line, both voices. Right: only Clara is heard; the caller is captioned.
One shape, four modules, 13 s each
Leasing, maintenance, tenant updates, renewals. The PMS-sync short is pulled: it named a software product on screen.
The video design system
Adapted from the agency's static system for motion: 90 BPM grid, safe areas for Reels and Shorts, type sizes that read at short-form speed, one accent, records never cropped, only Clara's change moves. Ten rules, one figure each.
The method: weekly routine, script skeleton, three scripts, research, two questions
The weekly method
MON 15 min TUE 30 min WED 20 + 30 min THU 45 min FRI 10 min ┌──────────┐ ┌──────────────┐ ┌───────────────────┐ ┌────────────────┐ ┌───────────────┐ │ pick ONE │ ───▶ │ /short-video │ ──▶ │ Fede films 3 takes │ ──▶ │ cut, captions, │ ───▶ │ QA + Fede's │ │ idea │ │ script, shots│ │ screen capture at │ │ end card, 9:16 │ │ go, post │ │ │ │ claims check │ │ the Willows test │ │ and 1:1 │ │ organic only │ └──────────┘ └──────────────┘ └───────────────────┘ └────────────────┘ └───────────────┘ sources ↓ comments ↓ transcripts, calls, what shipped next week's ideas
What "real-style" means here
"Real-style" means one of two things, and every video uses at least one: creator-native (phone-shot, Fede on camera, his own voice, one take) or real footage (the real product doing a real task at the Willows test property). No illustration, no mockup, no AI voice, no AI face.
The script skeleton
| Beat | Time | Rule |
|---|---|---|
| HOOK | 0–2 s | The problem, in a property manager's words. On screen as text from the first frame. No logo, no "hi I'm". |
| IDEA | 2–8 s | The one thing, in one sentence. |
| TURN | 8–25 s | What Clara does instead, shown: the real screen, verbs in the captions. |
| PROOF | 25–35 s | One line that is true today, with the screen showing it at that moment. |
| CLOSE | last 3–4 s | Soft. "That's Clara." Then the Propflow wordmark and propflow.si. No "book a demo", no button, no price. |
About 70 words for a 35 second video. Words we use: coworker, teammate, does the work, less noise. Banned: app, dashboard, SaaS, chatbot, automation, answering service.
Per-format templates
| Format | Hook pattern | Turn | Proof | Length |
|---|---|---|---|---|
| Founder on camera | A flat statement to camera: "[situation] and nobody [does X]." | 2 or 3 cut-ins of the real screen while he keeps talking | He points at a real result: "that's a real reply, at our test property" | 35–40 s |
| Screen demo + voiceover | First frame: the incoming message, with his line over it | Screen only, sped up between moments; he narrates the verbs | The last state of the screen | 30–40 s |
| Watch the work | First frame: "A renter just asked ___. Nobody's at the office." | One continuous real task, sped up 4–8x, with a verb caption at each step | The finished record on screen, plus a small "Real Clara. Test property. Sped up." | 30–40 s |
| Before / after | "Same message. Two Mondays." | Before: the phone-shot unanswered moment. After: the same moment, the work already done | The after-screen | 35–45 s |
| Day in the life | A phone-shot detail of the job (keys, a parking lot, a ringing desk phone) | What Clara took off the plate, as cut-ins | One done item | 30–40 s |
| Reply to comment | The comment, quoted on screen (no name) | Fede answers in one take | A screen cut-in | 20–35 s |
Three examples, scripted
1 · "No login": Fede on camera (37 s)
- Format: founder on camera, phone-shot, one take per beat, three short screen cut-ins.
- Hook (0–2 s): "Every new tool your team gets comes with a login."
- The one idea: Clara is a coworker who works in the tools your team already uses, so there is nothing to learn. (Fede, 10-29: "You don't have to learn anything. It's just like an employee that gets added.")
- The turn: "Clara doesn't." Then we see her doing the work, not a screen to log into.
- Proof line, true today: "That's a real reply, at our test property. Nobody logged in to send it." Clara answers renters by text at the Willows test property on her own; the conversation id goes in
proof.md. - Soft close: "That's Clara." Then the end card.
2 · "One lead, start to done": watch the work, captions only (36 s)
- Format: watch the AI work. One real task, captured on both sides (the renter's phone and our product), sped up between moments. Captions only, natural sound.
- Hook (0–2 s): first frame, the renter's message arriving at 9:41 PM, with the caption "9:41 PM. A renter asks about Saturday."
- The one idea: you can watch the whole job get done, start to finish. Clara is not a chat box; she pushes the work along. (Fede, 10-29: "represent the agentic nature… pushing the work along.")
- The turn (4 s): "Nobody's at the office." Then every caption after that is a done verb.
- Proof line, true today: "Real Clara. Test property. Sped up." Shown over the last real frame, and literally true: one real conversation at the Willows test property, ids in
proof.md. - Soft close: end card "Clara does the work." · Propflow · propflow.si.
3 · "Same message. Two Mondays.": before / after (42 s)
- Format: before / after, phone-shot scenes plus the real product. Captions only, natural sound.
- Hook (0–2.5 s): a phone-shot dark office door, with the caption "Saturday, 9:41 PM."
- The one idea: the weekend lead gets handled before anyone is in. This is the wedge customers name: on 10-16 a customer said the reason to buy is "taking leads in over the weekend that we're missing out on" (raw transcript,
INDEX.md§3). We never quote or name them on screen. - The turn (12.5 s): a warm-white card, "Same message. With Clara."
- Proof line, true today: "Answered Saturday night. Tour booked. Guest card written." Clara answers after hours, books tours and writes guest cards today; the test-run ids go in
proof.md. The "before" half is a reenactment and is labelled that way. - Soft close: end card "Less noise. Same team." · Propflow · propflow.si.
What the research says
| Question | Answer | Strength |
|---|---|---|
Full sources, verified versus secondhand, in the working folder's research file. Named B2B founders doing this well are thin in the public record; ten minutes of scrolling LinkedIn and Instagram would fill that gap better than the research tools can.
Two questions for Fede
- "Real-style": creator-style with you on camera, or real footage of the real product? Recommendation: both, starting with real footage (example 2) because it needs nobody on camera.
- Will you record three 30 to 40 second takes to the example 1 beats on your phone? Recommendation: yes; it is the only non-robotic voice we have. Yes / hold.
propflow.si on every end card. Nothing real on screen.