# Personified mechanism explainer — rebuild sheet

A fully CG scalp-flake story: the problem is a monster, each active ingredient is a character who introduces itself in first person, and the product is the last character on screen — 1,779,940 views, 34,738 likes, 61.69s, by bekyndbeauty.

**Why it works**

The mechanism is cast rather than claimed: instead of a label saying "contains salicylic acid", salicylic acid walks into the magnified scalp and says "I'm salicylic acid", which the viewer receives as a character introduction rather than as advertising. And the captions are first-person clauses that never complete a sentence — the ingredient hands off to the next ingredient mid-thought, so there is no clean place to leave until the product itself says "inside me".

**The beats**

| Time | What happens | On-screen text |
|---|---|---|
| 4.94s | Photoreal office, fluorescent ceiling panels, a blurred colleague behind. A CG creature — a crusted, flaking scalp with a squeezed-shut face — at the shoulder of a person in a black shirt, whose real ear is at the top of frame and whose face is out of shot. White flakes scattered across the black shoulder. | until you bleed |
| 14.81s | The same creature, now full-body and wide-eyed, standing on a bathroom counter at a sink. One hand holds an anti-dandruff shampoo bottle, the other a scrub brush. Mirror and warm bathroom light behind. | shampoo |
| 24.68s | Inside a magnified pink scalp — hair shafts as tall columns, flakes as large pale plates on the ground. A stylised woman with white hair in an iridescent swimsuit, a glowing teal molecular ring behind her head, bends to lift a flake off the surface. | I'm salicylic acid |
| 34.55s | Same scalp landscape, lit warm red. A character whose head is a flame stands among the hair shafts with her arms spread, flakes on the ground around her. | but I work gentle |
| 44.42s | Same landscape, cooler and calmer. A small soft green-toned child-like character hugs a hair shaft; a golden glowing ring spreads across the scalp floor beneath it. | I calm the redness |
| 54.29s | A red jar carrying the BEKYND scalp scrub label, given eyes, brows and arms, posed with hands on hips against a soft pink background with light particles. | inside me |

What the frames do not show: the full narration between the sampled beats — every caption here is a fragment of a continuous first-person line, so the joins are inferred from the fragments, not read. Which ingredient the flame character at 34.55s represents is not stated in her frame. Whether the office and bathroom plates at 4.94s and 14.81s are real footage with CG composited in, or fully rendered, cannot be told from stills. There are five sampled beats between the hook and the product, so the number of ingredient characters in the full runtime may be more than the three visible here.

**What carries the value**

The cast of personified ingredients. Each one walks into a magnified version of the problem and states its own mechanism in first person, so the ingredient list is performed by characters instead of being asserted in a label. The problem-as-monster at the head and the product-as-character at the end are the bookends that make the middle read as a story rather than a spec sheet.

**Shoot it**

You can't shoot this one on a phone — it is animated end to end, and that is the honest answer. What a phone *can* cover is the first two beats, if you shoot plates and composite the creature in:

- **Camera:** shoulder height for the hook, counter height for the bathroom beat, both static or barely drifting, shallow depth so the room falls off behind. Inside the magnified world the camera sits at the character's own height and drifts — never locked, and it reframes freely between beats.
- **Light:** the hook is plain overhead office fluorescents, unflattering on purpose. The bathroom beat is warm and practical. Inside the scalp, coloured rim light from behind the hair columns — teal for one character, warm red for the next, gold for the last — one colour per ingredient so the beats read apart.
- **Wardrobe rules:** a plain dark shirt for the hook, because the whole point is the flakes showing on it; face out of frame so nobody has to be cast. The characters wear their ingredient — colour, silhouette and emblem come from what the ingredient is, never from the brand palette.
- **The one rule that carries the format:** every actor on screen is a *thing*, not a person. The problem, each ingredient, the jar. No presenter, no hands, no talking head anywhere.

**Or generate it**

The single most important beat is the first ingredient character inside the magnified problem — get that one right and the rest of the cast follows from it.

```
vertical 9:16 3D animated film still, a stylised character personifying {PRODUCT}'s
active ingredient standing inside a hugely magnified {SUBJECT} — the surface
rendered as a landscape, its texture as ground and its structures as tall columns,
the problem's debris as large plates lying on it. The character is
human-proportioned, expressive Pixar-style face, wardrobe and colour drawn from the
ingredient itself, a glowing molecular ring behind the head as its emblem. Camera
low and inside the landscape at the character's own height, shallow depth, coloured
rim light from behind the columns, cinematic render, no on-screen text.
```

**Motion:** the camera drifts slowly inside the landscape at the character's height while the character bends into the surface and works on the debris — free reframing between beats, never locked.

**Text overlay pattern:** one lowercase clause per beat, centre-low, white with a soft shadow, spoken by whoever is on screen and never completing a sentence —

`"{consequence of the problem}"` → `"{the old product category}"` → `"I'm {ingredient name}"` → `"but I {differentiator}"` → `"I {benefit}"` → `"inside me"`

**Reference:** https://www.instagram.com/p/DVKNl1NDOVc/
