# Running-caption borrowed cutaways — rebuild sheet

A knee-brace ad built on an unbroken podcast clip of a doctor talking, word-by-word captions running over borrowed cutaways — a labelled MRI, track footage, a product close-up, a gym rep. 27.79s · 4,819,086 views · 99,862 likes · @neurogena.us.

**Why it works** — The speech never stops, so the viewer stays inside one continuous explanation while the picture walks away from the podcast and lands on the product; by the time the product is on screen it reads as the doctor's conclusion, not an ad break. The one-word-at-a-time caption keeps the eye locked to the same spot in every frame, which is what lets the visuals swap that violently without losing anyone.

**The beats**

| Time | What happens | On-screen text |
|---|---|---|
| 2.22s | Split frame — top: close on a seated person's bent knee in a white ribbed sleeve, a hand adjusting it, greenery and a leopard-print bag at the edge of a real room. Bottom: a blonde woman in a white blazer at a boom-arm podcast mic, dark treated wall behind. | `this` |
| 6.67s | Full frame, podcast set. A man in a white lab coat over dark scrubs, mid-sentence at a boom-arm mic, blue neon sign reading "Back Pain Podcast" on the acoustic-panelled wall behind him. | `Miller` |
| 11.12s | Full frame, borrowed medical imagery — a greyscale sagittal MRI of a knee on black, a red arrow into the joint space, a large title burned in beneath. | `long` + burned-in label **Meniscus Tear** |
| 15.56s | Outdoor running track, daylight. Lower legs only, framed at knee height, black shorts and black trainers, both knees in white branded sleeves, walking toward camera. | `in` |
| 20.01s | Product close-up — the white sleeve on a bare leg, brand logo readable at the top, an added blue circular glow graphic sitting over the pad area, indoor sports-court background out of focus. | `pad` |
| 24.46s | Gym. Close on a knee in the sleeve, subject seated on a leg machine, white shoes on the footplate, equipment behind. | `collapsing` |

Notes on the text, so nothing is guessed: the six caption words are single words sampled 4.4s apart, so they are not a sentence — they are frames from continuous speech, and **I cannot hear the audio, so what is actually being said is unknown**. Every frame carries a small brand watermark directly under the caption word. The neon sign and the product logo are in-world set dressing, not overlays. The post caption is an encyclopedic paragraph about the meniscus that cuts off mid-sentence — it is description filler, not part of the hook, so don't rebuild it.

**What carries the value** — The borrowed clinical authority. A doctor in a white coat, on a podcast with a name on the wall, talking without a break — and the product arriving inside his sentence rather than after it. The glow graphic and the MRI are supporting evidence; the uninterrupted voice of someone credible is the mechanism.

**Shoot it**

Two setups, both phone-shootable.

- *The authority setup.* One person who can talk fluently about the problem, seated at a large boom-arm condenser mic, chest-up, phone at subject height on a tripod. Locked frame — no handheld. Soft even front light, dark treated or plain wall behind, one lit sign or object on that wall so the room reads as a show, not a bedroom. Wardrobe: white coat over dark scrubs if the speaker is genuinely clinical; a plain shirt otherwise. Record one continuous take — the whole format depends on the audio never breaking. **If your speaker is not real, do not shoot this format.** The frames show a lab coat and a named medical podcast; the persuasion is entirely that credential, and faking it is the one thing that makes this ad a lie.
- *The cutaways.* Shot separately, any day, no audio needed. (1) A diagram or scan of the problem on black with a big label under it and an arrow into the spot. (2) Outdoors, knee-height framing, subject walking toward camera in the product, daylight. (3) Product close-up on the body, logo readable, plain out-of-focus background. (4) The product in real use — the gym rep, the movement the problem interferes with.
- *The assembly.* Cut the cutaways over the unbroken podcast audio. Open on a split frame (product B-roll above, podcast below) so both worlds are established in the first second, then go full-frame from beat two. Captions: one word at a time, centred at mid-frame height, white with a thin glow, **the identical position in every single shot** including the cutaways, watermark under it.

**Or generate it**

The beat worth generating is the authority frame — it is the one carrying the persuasion, and the cutaways are easier to shoot than to generate.

```
vertical 9:16 photograph, {SUBJECT} seated at a large boom-arm condenser microphone
on a podcast set, wearing a white lab coat over dark scrubs, mid-sentence, framed
chest-up at subject height, acoustic-panel wall behind with a blue neon sign glowing
on it, soft even key light from the front, mild practical colour spill from the sign,
phone-camera / streaming-cam look, slight compression, no on-screen text, no
retouching. {PRODUCT} does not appear in this beat — it enters only in the cutaways.
```

*Motion:* camera locked or drifting almost imperceptibly at subject height — the frame holds still while the subject talks, so the running captions and the speech carry the beat.

*Text-overlay pattern:* one spoken word at a time, `{WORD}`, centred at mid-frame height, white with a thin glow, identical position in every shot including the cutaways, small `{BRAND}` watermark directly beneath it. On the diagram beat only, a large burned-in label under the image: `{CONDITION}`.

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