# Evidence open, claim cards — rebuild sheet

A 7.6s hands-only bathroom demo: a pad wiped on a just-washed arm comes away brown, then the bottle is held up, then it's dosed onto an exfoliating glove — 715,737 views, 13,984 likes, by tebeautyselfcare.

**Why it works**

It opens by proving the problem on the viewer's own terms — you showered, and here is the dirt that was still on the skin afterwards — so the product arrives as the answer to something already demonstrated rather than as a claim. The three claim cards then run the argument in the shortest possible order (problem → what's in it → what it removes) with no face, no voice and no routine to sit through, so nothing competes with the picture.

**The beats**

| Time | What happens | On-screen text |
|---|---|---|
| 0.61s | Close handheld on a bare upper arm and shoulder, black tee, face cropped off above the chin. The other hand presses a small round pad against the arm, in front of a white louvered door. | I'm Soo Dirty After Shower 🤢 |
| 1.82s | Same frame, the pad turned and lifted to the lens — visibly soiled brown. | I'm Soo Dirty After Shower 🤢 |
| 3.04s | A hand (gold ring and bracelet) holds the bottle of amber liquid up square-on in front of the same door — label readable: "Lemongrass & Calendula BODY WASH". | Made With Lemongrass & Aloe Vera 🌼 |
| 4.25s | Same bottle, same door, held higher and tilted — a reframe of the product beat, not a new scene. | Made With Lemongrass & Aloe Vera 🌼 |
| 5.46s | Location change to a white-tiled shower: a coral exfoliating glove held out flat, amber liquid pouring onto it from a white flip-cap bottle. | Removes Sweat 💦 & Bacteria Causing Odor 🦠 |
| 6.68s | Same gloved hand, worked into thick white lather. | Removes Sweat 💦 & Bacteria Causing Odor 🦠 |

What the frames do not show, and I am not filling in: no face appears at any point, so there is no performance to copy; there is no evidence of speech or a voiceover either way — the cards read as authored ad copy, not subtitles. The first card opens with a small person emoji I can't identify precisely, so it is left out of the transcription above. In the pouring beat the bottle's label is out of frame, so I can't confirm it is the same bottle held up at 3.04s. And the pad at 1.82s is plainly soiled, but the frames don't establish whether that is skin debris, product residue or both — the video simply shows it and lets the viewer conclude.

The two-step routine ("Step 1: Detox Scrub + Exfoliating Gloves… Step 2: Refresh Body Wash…") and the comment gate ("Comment 'Lemon' & I will send you the link") live entirely in the post caption. Nothing on screen asks for a comment.

**What carries the value**

The soiled pad. Brown lifted off skin that has just been washed is the whole persuasion — it happens in the first two seconds, before any product is visible, and everything after it is just naming the fix. Rebuild this and the first thing you shoot has to be physical evidence of the problem coming off the body, not the product.

**Shoot it**

- **Camera:** phone, vertical, handheld, close. Two setups only: a plain interior door or wall for beats 1–4, and the shower tile for beats 5–6. No tripod, no cutaway, no cuts inside a beat.
- **Framing rule:** the face never enters the frame. Crop above the chin on the body beats and shoot the hands square-on for the product beats. This is why it needs no talent — anyone's arm and hands will do.
- **Light:** ordinary overhead bathroom light, warm on the door beats, cooler on the tile. Nothing added, no ring light look, no colour grade.
- **Wardrobe:** plain dark short-sleeved top so the arm reads clean against it, and so the pad's soil is the only colour event in frame. Jewellery is fine on the product beats — it makes the hand read as a real person's.
- **Order it exactly like this:** two beats of proof, two beats of the label held still and readable, two beats of application. Each claim card sits over its own pair of beats and never changes mid-pair.

**Or generate it**

The beat worth generating is the proof at 1.82s — everything else is a bottle in a hand you can shoot in a minute.

```
vertical 9:16 handheld phone photograph, close on {SUBJECT}'s bare upper arm and
shoulder in a plain dark short-sleeved top, face cropped out above the chin, their
other hand holding a small round pad turned toward the lens with its face visibly
soiled after wiping the arm, standing in front of a white louvered interior door in
a real home bathroom, warm indoor overhead light, slight grain, no retouching, no
on-screen text — {PRODUCT} is not in frame at this beat, it arrives two beats later
```

**Motion:** handheld and close, one pass of the pad across the arm and then the pad turned and lifted into the lens so the soil registers, no cut inside the beat and the camera never finds the face.

**Text overlay:** one bold white outlined card, upper third, same position all runtime, changing once per stage and held across two beats each — "{FIRST-PERSON PROBLEM ADMISSION} {reaction emoji}" → "Made With {INGREDIENT} & {INGREDIENT} {emoji}" → "Removes {WHAT THE PRODUCT REMOVES} {emoji}". Each card is a complete claim on its own; none continues the one before it.

**Reference:** https://www.instagram.com/p/DS5wm3JCZTH/
