# Flat label, damage, reaction

**19,222,206 views proved it** · 2 of Damon's swipes use this format

## What it is

A flat label or graphic runs over the first half — a product name, a set of category labels — and then drops out exactly where the demonstration goes wrong. The payoff shot is the damage or the mess rather than the thing working, and the video ends on a hard cut to a locked deadpan face in another frame.

## Why it works

A demo that turns on itself is the one outcome nobody can be accused of staging for a brand, so the failure buys more trust than a success would. Dropping the label at the exact moment it stops being true is what makes the turn readable without a word.

## The beats, in order

1. the flat label lands over the product or the categories, normal use
2. the demonstration proceeds, label still running
3. the turn: something goes wrong and the label drops out
4. the damage or the mess held up to the lens — this is the payoff shot
5. hard cut to a locked deadpan face in a different frame, no text

## On-screen text

a flat label or set of labels pinned over the first half only, dropping out at the turn and never replaced; zero text over the payoff and the closing reaction

## Camera

handheld on the demonstration for act one; hard cut to a locked square-on selfie frame for the closing reaction, which does not move

## Higgsfield — image prompt

```
vertical 9:16, act one: {product described exactly} in normal use by {subject described exactly} in {real location}, {light source}, phone-camera look, no on-screen text · payoff: close on {the damage described exactly} held up to the lens · act two: locked square-on close of {subject} with a completely neutral expression, no on-screen text
```

## Higgsfield — motion

```
handheld through the demonstration, then hold static on the damage lifted toward the lens; hard cut to a locked, motionless close on the face
```

## Produce it

Paste those into the Higgsfield employee: https://higgsfield.ai/supercomputer/skills?employeeId=0d38d619-0ac2-45c9-bfd5-3371837ccad3

## The references in this folder

- **@landonmoss** — 19,222,206 views — https://www.instagram.com/p/DSl0geBjjrg/
- **@ke_j2e** — 2,902,095 views — https://www.instagram.com/p/DZ5z_JyyhY2/

Each `.md` beside this file is one reference torn down: its beats with
timestamps, what carries the value, how to shoot it, and its own prompts.
`frames/` holds the six beats of each as one picture.
