Wellness & Beauty · Process case study · Weavy
JYOTA — Life Interrupts
Campaign and creative testing system
Life changes. Your plan can too. A launch campaign built as testable creative routes.
- Role
- Audience research · Campaign architecture · Creative routes · AI production
- Format
- UGC hero 30 s · cinematic 15 s routes · 9:16
- Cast
- Lauren · Emma · Maya · Sofia
01Audience and insight
Life interrupts training plans. The audience was split by what gets in the way, and each segment got its own route.
- Insight
Life changes. Your plan can too.
- Segments
Four women, four interruptions: everyday life, work, weather, family.
- Testing
Each route is built to be compared, not just produced.
02Campaign architecture and creative routes
One platform, four interruptions. Each route pairs a woman with the thing that breaks her plan, and shows the plan adapting instead of failing.
- Lauren · UGC hero
Life in general: a direct-to-camera confession about plans that never survive the week.
- Emma · Work
A meeting runs late; the workout moves to 7:30 PM instead of disappearing.
- Maya · Weather
A storm cancels the outdoor run; the plan turns into an indoor session.
- Sofia · Family
Family takes the hour; the session shrinks to fit around it.
03Four characters, locked
Lauren, Emma, Maya and Sofia were defined on identity boards before any frame was generated.
04Character model → first frame → shot development
The first frame after Lauren's character model: Lauren standing directly in front of the camera. Every later shot was developed from it.
- InputIdentity · Lauren
- ModelFirst frameImage model
- OutputFirst frame · S01
05First frame → animation
The approved first frame locks the scene; the video model adds only the motion, here a real thumb tap on the app.
- InputFirst frame · L05
- Prompt excerpt
A physical thumb tap on the plan; the screen responds, nothing else moves
- ModelImage to videoVideo model
- OutputApproved take
06Review and fix: Emma's evening
Emma's scene was first generated in daylight. The story says the meeting ran late, so the review sent it back: the light was corrected to 7:30 PM to keep the story continuous.
Emma · day → review → 7:30 PM
- Day
First generation: the scene reads as daytime.
- Review
The meeting ran late; daylight breaks the story.
- 7:30 PM
Re-lit to evening. Same frame, same Emma, continuity restored.
07Lauren · hero film
Life changes. Your plan can too. A launch campaign built as testable creative routes.
- Role
- Audience research · Campaign architecture · Creative routes · AI production
- Format
- UGC hero 30 s · cinematic 15 s routes · 9:16
- Cast
- Lauren · Emma · Maya · Sofia
Three-day production sprint · Generation budget under ₪600
Cinematic routes and statics
