# Running-caption borrowed cutaways — rebuild sheet

A 74.7s oral-health explainer that never shows the product: six unrelated visual sources (dental macro, a lab bench, a CGI render, a home kitchen, two research-paper screenshots, a talking head) stitched by one voice-over caption that always lands mid-sentence. 2,981,823 views · 60,544 likes · @moonwhiteshop.

**Why it works**

The caption is a single sentence broken across the whole runtime, so every beat starts mid-clause and there is no clean place to leave — the sampled frames read "While teeth" → "is an ingredient" → "can start," → "calcium carbonate" → "to Boostorals", none of which resolves on its own. Meanwhile the visuals do the arguing without the brand having to: a lab, a microscopic mechanism render, and real published papers stack up as borrowed authority, and the face only shows up at the end to collect the credit.

**The beats**

| Time | What happens | On-screen text |
|---|---|---|
| 0:06 | Extreme macro of a lower molar filling the frame — wet enamel, fissures, gum and lip at the edge. Borrowed dental macro, not a phone shot. Two text elements at once: boxed hook line up top, caption word lower. | `the future of teeth repair?` / `regeneration.` |
| 0:18 | Lab bench: blue-gloved hands hold a translucent red gel sheet up to the light, pipette rack and glassware behind. | `While teeth` |
| 0:30 | CGI render of a tooth surface at microscopic scale — teal crystalline columns standing out of the enamel ridges, one gold sphere among them, black background. | `is an ingredient` |
| 0:42 | Home kitchen: a woman in a grey-green tee sips water, winces, hand to her cheek. Wooden shelving and plants behind, daylight. | `can start,` |
| 0:54 | Two research-paper screenshots stacked over a macro of white crystals — "Clinical Implications of Probiotics in Oral and Periodontal Health" and "Calcium carbonate in dentistry: a bibliometric review", PMC and PMID lines visible. | `calcium carbonate` |
| 1:06 | The presenter to camera for the first time — long wavy brown hair, dark top, chest-up, mid-word, plain warm indoor background. | `to Boostorals` |

Read honestly: this is six stills sampled every ~12 seconds of a 74.7s video. The caption changes far faster than that, so the fragments above are not the whole sentence — they are the proof it is one. **The stills cannot tell us** whether the camera moves in any beat, what the voice-over says, how many cuts sit between these points, or what the product looks like — it appears in none of the six frames. The caption's exact typeface, position and animation are only observable as "white, centre-low, soft shadow"; the opening hook line is the one element in a black box, and it appears only in the first beat.

**What carries the value**

The borrowed authority stack — lab hydrogel, CGI mechanism render, real published-paper screenshots — narrated as one unbroken sentence that keeps resolving into the next clause and only names the brand at the very end. Not the product, not the presenter, and not a demo: nothing is ever demonstrated on camera.

**Shoot it**

Only two of the six beats need a camera at all, which is the whole point of the format.

- **Camera:** phone, vertical, locked or lightly handheld. No moves needed anywhere — every beat is a static or near-static source.
- **The problem beat (0:42):** one person in a real kitchen or bathroom, chest-up to slightly wide, phone at chest height on any flat surface. Daylight through a window from the side, nothing added. Wardrobe: a plain single-colour tee, no logos, no styling — it has to read as a stock human, not a creator.
- **The presenter beat (1:06):** chest-up, eye-level, plain warm wall behind, one soft light source in front (a window works). Wardrobe: plain dark top, no jewellery competing at the neckline. Deliver mid-sentence — the beat should feel like it started before the cut.
- **The other four beats are not shot.** Macro dental/subject footage, lab footage and crystal macros come from stock; the mechanism render is generated; the paper screenshots are screen recordings of real published papers. Use real papers you have actually read, and screenshot them yourself.
- **Caption rule, non-negotiable:** write the voice-over as one continuous sentence first, then cut it into fragments and push a new fragment every few words. Never let a fragment be a complete thought. Same position, same style, every beat.

**Or generate it**

The beat worth generating is the mechanism render — it is the hardest to source and the one doing the persuading.

```
vertical 9:16 macro scientific-visualisation render of a {SUBJECT} surface
filling the frame, {PRODUCT} rendered as crystalline columns standing up out
of the surface's ridges, one small gold sphere resting among them, deep black
background above the surface, teal and warm-white light raking in from the
left, glossy wet highlights, shallow depth of field, no hands, no people,
no on-screen text
```

**Motion:** slow lateral drift across the surface with a gentle push in, the standing structures parallaxing against the black background, one unbroken move with no cuts.

**Text overlay:** one running voice-over caption, centre-low, white with a soft drop shadow, replaced every few words so it always reads mid-sentence — `{claim fragment}` → `{mechanism fragment}` → `{ingredient name}` → `to {BRAND}`. Plus one boxed hook line at the top of the opening beat only: `the future of {category} {promise}?`

**Reference:** https://www.instagram.com/p/DaSP0UUsp5D/
