{
 "title": "The Shooting Guide",
 "line": "Pick how to shoot it",
 "sub": "Every way to shoot a real estate video. Open one to watch it and see what it takes.",
 "built": "3 Oct 2026, after Nasser's first review",
 "cats": [
  {
   "id": "solo",
   "label": "Solo",
   "h": "Solo"
  },
  {
   "id": "with",
   "label": "With another person",
   "h": "With another person"
  }
 ],
 "labels": {
  "good_for": {
   "off-plan": "Off-plan",
   "ready": "Ready homes",
   "both": "Off-plan and ready"
  },
  "speaker": {
   "always": "Always",
   "small window": "In a small window",
   "never": "Never"
  },
  "other": {
   "none": "None",
   "face": "An asker, face shown",
   "back": "An asker, seen from the back",
   "voice": "A voice off camera",
   "listeners": "Listeners in the room",
   "asker": "An asker, back or face",
   "call": "An asker you never see: a voice on a call"
  },
  "prompter": {
   "easy": "Easy",
   "possible": "Possible",
   "hard": "Hard",
   "not possible": "Not possible"
  },
  "which": {
   "phone": "A phone app under the lens",
   "big": "A bigger one beside the camera",
   "shot": "The laptop or screen already in the shot",
   "none": "None"
  },
  "read": {
   "read": "Read word for word",
   "bullets": "Bullet points",
   "memorise": "Memorise"
  },
  "weight": {
   "light": "Light",
   "medium": "Medium",
   "heavy": "Heavy"
  },
  "weight_note": {
   "light": "under 1 hour",
   "medium": "1 to 3 hours",
   "heavy": "half a day"
  },
  "which_short": {
   "phone": "Phone app",
   "big": "Bigger one",
   "shot": "Laptop or screen in shot",
   "none": "None"
  },
  "other_short": {
   "none": "None",
   "face": "Asker, face shown",
   "back": "Asker, from the back",
   "voice": "Voice off camera",
   "listeners": "Listeners",
   "asker": "Asker, back or face",
   "call": "Voice on a call"
  },
  "content": {
   "educational": "Educational",
   "salesy": "Salesy",
   "trust": "Building trust",
   "virality": "Virality"
  }
 },
 "types": [
  {
   "id": "raw-talking-head",
   "name": "Raw talking head",
   "cat": "solo",
   "sees": "Just you, talking to the phone, in your office or at home.",
   "frame": [
    {
     "x": 8,
     "y": 12,
     "w": 84,
     "h": 76,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 80,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "both",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "phone"
   },
   "read": "bullets",
   "needs": {
    "people": "You alone.",
    "kit": "A phone, a small tripod, 1 lapel mic, window light.",
    "place": "Anywhere quiet."
   },
   "time": {
    "per_video_min": 10
   },
   "editing": {
    "does": "Captions, and a picture when you say a number.",
    "weight": "light"
   },
   "music": false,
   "pros": [
    "The fastest video you can make.",
    "People feel they know you."
   ],
   "cons": [
    "Plain to look at, so the hook must be strong.",
    "If you ramble, people leave."
   ],
   "scores": {
    "virality": 80,
    "conversion": 60,
    "ease": 100
   },
   "crew": "1",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "trust"
   ],
   "hosted": []
  },
  {
   "id": "scripted-talking-head",
   "name": "Scripted talking head",
   "cat": "solo",
   "sees": "You sit at a tidy desk with a mic and say the script word for word to the lens.",
   "frame": [
    {
     "x": 8,
     "y": 12,
     "w": 84,
     "h": 70,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 0,
     "y": 82,
     "w": 100,
     "h": 18,
     "kind": "screen",
     "label": "Desk"
    },
    {
     "x": 14,
     "y": 74,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "both",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "phone"
   },
   "read": "read",
   "needs": {
    "people": "You alone.",
    "kit": "Camera, tripod, lapel mic, teleprompter, 2 lights.",
    "place": "An office or a small studio."
   },
   "time": {
    "per_video_min": 8
   },
   "editing": {
    "does": "Captions and a few B-roll clips.",
    "weight": "light"
   },
   "music": true,
   "pros": [
    "You say exactly what you want.",
    "The best style to turn viewers into clients."
   ],
   "cons": [
    "Needs practice to sound natural.",
    "Every video looks the same."
   ],
   "scores": {
    "virality": 60,
    "conversion": 100,
    "ease": 80
   },
   "crew": "1",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "educational"
   ],
   "good_bad_note": "Weak for curiosity",
   "hosted": [
    "s15"
   ]
  },
  {
   "id": "answering-a-recorded-question",
   "name": "Answering a recorded question",
   "cat": "solo",
   "sees": "A dark wall, a table, headphones. A voice note plays the question, you answer.",
   "frame": [
    {
     "x": 10,
     "y": 7,
     "w": 80,
     "h": 8,
     "kind": "bar",
     "label": "Recorded question"
    },
    {
     "x": 8,
     "y": 18,
     "w": 84,
     "h": 70,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 80,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "both",
   "speaker": "always",
   "other": "voice",
   "prompter": {
    "ease": "easy",
    "which": "phone"
   },
   "read": "read",
   "needs": {
    "people": "You alone. The question is a voice note.",
    "kit": "Camera, tripod, mic, headphones, 2 lights.",
    "place": "An office corner, a dark wall and a table."
   },
   "time": {
    "per_video_min": 10
   },
   "editing": {
    "does": "The question's sound, a question card, captions.",
    "weight": "light"
   },
   "music": false,
   "pros": [
    "Looks serious with very little setup.",
    "Real questions from real people."
   ],
   "cons": [
    "You need real voice notes.",
    "Same look every time."
   ],
   "scores": {
    "virality": 80,
    "conversion": 90,
    "ease": 85
   },
   "crew": "1",
   "curiosity": "high",
   "why_hooks": "A real voice asks what the viewer wonders too.",
   "good_for_content": [
    "educational",
    "salesy"
   ],
   "hosted": []
  },
  {
   "id": "whiteboard",
   "name": "Whiteboard",
   "cat": "solo",
   "sees": "You write the steps on a board on the table, or stand next to one, while you explain.",
   "frame": [
    {
     "x": 4,
     "y": 3,
     "w": 92,
     "h": 45,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 4,
     "y": 51,
     "w": 92,
     "h": 46,
     "kind": "page",
     "label": "Whiteboard"
    },
    {
     "x": 14,
     "y": 41,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {}
   ],
   "good_for": "both",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "possible",
    "which": "big",
    "note": "Possible, but not easy. For the talking parts only."
   },
   "read": "memorise",
   "needs": {
    "people": "You, and a camera person if you stand.",
    "kit": "Camera, tripod, lapel mic, a board or big paper, thick markers.",
    "place": "An office or a meeting room."
   },
   "time": {
    "per_video_min": 40
   },
   "editing": {
    "does": "Captions, zoom-ins on the board, a slide per step.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "You look like a teacher people trust.",
    "A method on a board sticks in the head."
   ],
   "cons": [
    "Takes time to plan the board.",
    "Hard to read a script while you draw."
   ],
   "scores": {
    "virality": 40,
    "conversion": 80,
    "ease": 40
   },
   "crew": "1 or 2",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "educational"
   ],
   "hosted": []
  },
  {
   "id": "standing-next-to-a-screen",
   "name": "Standing next to a screen",
   "cat": "solo",
   "sees": "You stand next to a big TV that shows the pictures or the page you are talking about.",
   "frame": [
    {
     "x": 40,
     "y": 20,
     "w": 56,
     "h": 34,
     "kind": "screen",
     "label": "TV"
    },
    {
     "x": 4,
     "y": 22,
     "w": 34,
     "h": 66,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 86,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s07"
    }
   ],
   "good_for": "both",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "hard",
    "which": "big"
   },
   "read": "read",
   "needs": {
    "people": "You, and a helper who changes the pictures.",
    "kit": "Camera, tripod, lapel mic, a big TV on a stand, a big prompter, 2 or 3 lights.",
    "place": "A studio or a clean, dark room."
   },
   "time": {
    "per_video_min": 20
   },
   "editing": {
    "does": "Captions, a zoom on the screen now and then.",
    "weight": "light"
   },
   "music": false,
   "pros": [
    "Looks like a TV show.",
    "The pictures prove what you say."
   ],
   "cons": [
    "Needs a TV, a stand and a studio.",
    "Every picture must be ready before."
   ],
   "scores": {
    "virality": 70,
    "conversion": 85,
    "ease": 50
   },
   "crew": "2",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "educational"
   ],
   "hosted": [
    "s07"
   ]
  },
  {
   "id": "half-talking-half-b-roll",
   "name": "Half talking, half B-roll",
   "cat": "solo",
   "sees": "The screen is cut in two: you talking on one half, clips of the project on the other.",
   "frame": [
    {
     "x": 0,
     "y": 0,
     "w": 100,
     "h": 50,
     "kind": "map",
     "label": "Project clips"
    },
    {
     "x": 2,
     "y": 51,
     "w": 96,
     "h": 47,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 44,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s08a"
    },
    {
     "hosted": "s08b"
    }
   ],
   "good_for": "off-plan",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "phone"
   },
   "read": "read",
   "needs": {
    "people": "You alone.",
    "kit": "Phone or camera, tripod, lapel mic, 1 or 2 lights, the developer's clips.",
    "place": "An office or a small studio."
   },
   "time": {
    "per_video_min": 8
   },
   "editing": {
    "does": "Split screen, a clip for every line, captions, a low music bed.",
    "weight": "heavy"
   },
   "music": true,
   "pros": [
    "The viewer sees the project while you explain it.",
    "Renders make off-plan feel real."
   ],
   "cons": [
    "Heavy editing: a clip for every line.",
    "Renders of every project look alike."
   ],
   "scores": {
    "virality": 75,
    "conversion": 85,
    "ease": 60
   },
   "crew": "1",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "educational"
   ],
   "hosted": [
    "s08a",
    "s08b"
   ]
  },
  {
   "id": "half-laptop-half-diagram",
   "name": "Half laptop, half diagram",
   "cat": "solo",
   "sees": "On top, a board of pictures, maps and arrows. Below, you at a laptop explaining it.",
   "frame": [
    {
     "x": 2,
     "y": 2,
     "w": 96,
     "h": 52,
     "kind": "page",
     "label": "Diagram"
    },
    {
     "x": 2,
     "y": 56,
     "w": 96,
     "h": 42,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 48,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s10"
    }
   ],
   "good_for": "off-plan",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "shot"
   },
   "read": "read",
   "needs": {
    "people": "You alone. The editor builds the board.",
    "kit": "Camera, tripod, lapel mic, a laptop, 1 or 2 lights.",
    "place": "An office desk."
   },
   "time": {
    "per_video_min": 10
   },
   "editing": {
    "does": "Build the diagram, move it with your voice, circles and arrows, captions.",
    "weight": "heavy"
   },
   "music": false,
   "pros": [
    "Shows the thinking step by step.",
    "Perfect for comparing projects."
   ],
   "cons": [
    "Heavy editing.",
    "A new board for every video."
   ],
   "scores": {
    "virality": 70,
    "conversion": 90,
    "ease": 60
   },
   "crew": "1",
   "curiosity": "medium",
   "why_hooks": "A board that builds: he waits for the end.",
   "good_for_content": [
    "educational"
   ],
   "hosted": [
    "s10"
   ]
  },
  {
   "id": "green-screen-with-the-pdf",
   "name": "Green screen with the PDF",
   "cat": "solo",
   "sees": "You at the bottom. The pages of your PDF move behind you.",
   "frame": [
    {
     "x": 0,
     "y": 0,
     "w": 100,
     "h": 100,
     "kind": "page",
     "label": "PDF pages"
    },
    {
     "x": 20,
     "y": 50,
     "w": 60,
     "h": 50,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 43,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s12"
    }
   ],
   "good_for": "off-plan",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "phone"
   },
   "read": "read",
   "needs": {
    "people": "You alone.",
    "kit": "Phone, tripod, lapel mic, a green screen, 2 lights for the green.",
    "place": "An office."
   },
   "time": {
    "per_video_min": 10
   },
   "editing": {
    "does": "Green-screen keying, the PDF pages behind you, captions.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "The real numbers are right behind you.",
    "A good reason to offer the PDF in the comments."
   ],
   "cons": [
    "Bad green light looks cheap.",
    "PDF text can be too small on a phone."
   ],
   "scores": {
    "virality": 70,
    "conversion": 90,
    "ease": 75
   },
   "crew": "1",
   "curiosity": "high",
   "why_hooks": "A page of numbers he wants to read.",
   "good_for_content": [
    "educational",
    "salesy"
   ],
   "hosted": [
    "s12"
   ]
  },
  {
   "id": "dual-camera-with-the-pdf",
   "name": "Dual camera with the PDF",
   "cat": "solo",
   "sees": "Your hand points at the page on a touch screen. Your face sits in a small window.",
   "frame": [
    {
     "x": 0,
     "y": 0,
     "w": 100,
     "h": 100,
     "kind": "page",
     "label": "Touch screen"
    },
    {
     "x": 38,
     "y": 52,
     "w": 36,
     "h": 30,
     "kind": "hands",
     "label": "Hand"
    },
    {
     "x": 62,
     "y": 4,
     "w": 34,
     "h": 20,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 88,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s14"
    }
   ],
   "good_for": "off-plan",
   "speaker": "small window",
   "other": "none",
   "prompter": {
    "ease": "possible",
    "which": "big",
    "note": "Beside the screen, as Say and Do notes."
   },
   "read": "bullets",
   "needs": {
    "people": "You alone. A helper makes it faster.",
    "kit": "2 phones, 2 tripods, lapel mic, a touch screen TV or big tablet.",
    "place": "An office."
   },
   "time": {
    "per_video_min": 30
   },
   "editing": {
    "does": "Match the two cameras, the face window, captions.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "Your face for trust plus the real pages.",
    "Pointing makes it easy to follow."
   ],
   "cons": [
    "Two cameras to match up.",
    "Your hand can hide the page."
   ],
   "scores": {
    "virality": 75,
    "conversion": 90,
    "ease": 55
   },
   "crew": "1",
   "curiosity": "high",
   "why_hooks": "A screen he wants to read, pointed at live.",
   "good_for_content": [
    "educational",
    "salesy"
   ],
   "hosted": [
    "s14"
   ]
  },
  {
   "id": "faceless-pdf",
   "name": "Faceless PDF",
   "cat": "solo",
   "sees": "A phone films a screen. A pen points at maps, pages and numbers while your voice explains.",
   "frame": [
    {
     "x": 0,
     "y": 0,
     "w": 100,
     "h": 100,
     "kind": "page",
     "label": "Screen"
    },
    {
     "x": 46,
     "y": 54,
     "w": 36,
     "h": 30,
     "kind": "hands",
     "label": "Pen"
    },
    {
     "x": 14,
     "y": 88,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "hosted": "s13"
    }
   ],
   "good_for": "off-plan",
   "speaker": "never",
   "speaker_note": "Add a small face window: see Dual camera with the PDF.",
   "other": "none",
   "prompter": {
    "ease": "easy",
    "which": "none",
    "note": "You read the voice off camera."
   },
   "read": "read",
   "needs": {
    "people": "You alone.",
    "kit": "A phone on a stand, a screen or tablet, a pen, 1 mic.",
    "place": "A desk."
   },
   "time": {
    "per_video_min": 25
   },
   "editing": {
    "does": "Match the voice to the pointing, captions.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "No camera fear.",
    "Maps and pages shown up close."
   ],
   "cons": [
    "No face, so less trust.",
    "Looks like many other accounts."
   ],
   "scores": {
    "virality": 100,
    "conversion": 60,
    "ease": 60
   },
   "crew": "1",
   "curiosity": "high",
   "why_hooks": "A screen he wants to read, circled live.",
   "good_for_content": [
    "educational",
    "salesy"
   ],
   "hosted": [
    "s13"
   ]
  },
  {
   "id": "property-tour",
   "name": "Property tour (ready homes only)",
   "cat": "solo",
   "sees": "You walk through a home, room by room, talking as you go.",
   "frame": [
    {
     "x": 0,
     "y": 0,
     "w": 100,
     "h": 100,
     "kind": "map",
     "label": "The home"
    },
    {
     "x": 34,
     "y": 28,
     "w": 32,
     "h": 62,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 88,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "ready",
   "speaker": "always",
   "other": "none",
   "prompter": {
    "ease": "not possible",
    "which": "none"
   },
   "read": "memorise",
   "needs": {
    "people": "You and a camera person.",
    "kit": "A phone on a gimbal, a wireless lapel mic, the keys.",
    "place": "The home itself, in daylight."
   },
   "time": {
    "per_video_min": 180
   },
   "editing": {
    "does": "Cut the walk, music, captions, sound effects.",
    "weight": "heavy"
   },
   "music": true,
   "pros": [
    "High trust: they see the real thing.",
    "The people who watch are ready to buy."
   ],
   "cons": [
    "Needs keys, timing and the owner's OK.",
    "Takes most of your day."
   ],
   "scores": {
    "virality": 60,
    "conversion": 100,
    "ease": 40
   },
   "crew": "2",
   "curiosity": "high",
   "why_hooks": "A real home he wants to see inside.",
   "good_for_content": [
    "salesy"
   ],
   "hosted": [
    "s17"
   ]
  },
  {
   "id": "asker-and-speaker",
   "name": "Asker and speaker",
   "cat": "with",
   "sees": "Someone asks a real question. You answer it.",
   "frame": [
    {
     "x": 10,
     "y": 7,
     "w": 80,
     "h": 8,
     "kind": "bar",
     "label": "Question"
    },
    {
     "x": 4,
     "y": 24,
     "w": 60,
     "h": 62,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 58,
     "y": 40,
     "w": 42,
     "h": 60,
     "kind": "back",
     "label": "Asker"
    },
    {
     "x": 14,
     "y": 84,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {
     "label": "The asker in one half, the speaker in the other",
     "tag": "Halves",
     "other": "face",
     "frame": [
      {
       "x": 2,
       "y": 2,
       "w": 96,
       "h": 47,
       "kind": "person",
       "label": "Asker"
      },
      {
       "x": 2,
       "y": 51,
       "w": 96,
       "h": 47,
       "kind": "person",
       "label": "You"
      },
      {
       "x": 12,
       "y": 45,
       "w": 76,
       "h": 9,
       "kind": "bar",
       "label": "The question"
      },
      {
       "x": 14,
       "y": 86,
       "w": 72,
       "h": 6,
       "kind": "cap",
       "label": "Captions"
      }
     ],
     "people": "You and an asker, filmed apart. One person in two takes works too.",
     "editing": "Split screen, a question card, captions.",
     "hosted": "s11"
    }
   ],
   "good_for": "both",
   "speaker": "always",
   "other": "asker",
   "prompter": {
    "ease": "possible",
    "which": "big",
    "note": "Only when you are filmed apart. With the asker in the room: none."
   },
   "read": "bullets",
   "needs": {
    "people": "",
    "kit": "2 cameras or phones, 2 mics, 2 lights.",
    "place": "An office, a studio or an event."
   },
   "time": {
    "per_video_min": 30
   },
   "editing": {
    "does": "",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "A real question makes people stay.",
    "The viewer sees himself in the asker."
   ],
   "cons": [
    "You need an asker who looks natural.",
    "A live answer cannot be read."
   ],
   "scores": {
    "virality": 85,
    "conversion": 85,
    "ease": 50
   },
   "crew": "2 or 3",
   "curiosity": "high",
   "why_hooks": "A real question the viewer wants answered too.",
   "good_for_content": [
    "educational"
   ],
   "hosted": [
    "s11"
   ]
  },
  {
   "id": "answering-on-a-laptop",
   "name": "Answering questions on a laptop",
   "cat": "with",
   "sees": "It looks like someone has called in and is asking. You answer at the laptop.",
   "frame": [
    {
     "x": 12,
     "y": 5,
     "w": 76,
     "h": 8,
     "kind": "bar",
     "label": "Question"
    },
    {
     "x": 14,
     "y": 16,
     "w": 72,
     "h": 48,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 16,
     "y": 62,
     "w": 68,
     "h": 32,
     "kind": "screen",
     "label": "Laptop"
    },
    {
     "x": 14,
     "y": 54,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {},
    {}
   ],
   "good_for": "both",
   "speaker": "always",
   "other": "call",
   "prompter": {
    "ease": "easy",
    "which": "shot"
   },
   "read": "read",
   "needs": {
    "people": "You alone. The caller is only a voice.",
    "kit": "Laptop, camera on a tripod behind it, lapel mic, 1 or 2 lights.",
    "place": "An office desk, a dark wall."
   },
   "time": {
    "per_video_min": 10
   },
   "editing": {
    "does": "Captions and a question card at the top.",
    "weight": "light"
   },
   "music": false,
   "pros": [
    "The laptop hides your script.",
    "A real question makes people stay."
   ],
   "cons": [
    "Your eyes go down a lot.",
    "You need real questions to answer."
   ],
   "scores": {
    "virality": 80,
    "conversion": 85,
    "ease": 90
   },
   "crew": "1",
   "curiosity": "high",
   "why_hooks": "It feels like you are listening to a real call. People are nosy: they want to know what is happening with other people, and they like to listen to calls.",
   "good_for_content": [
    "educational",
    "salesy"
   ],
   "hosted": []
  },
  {
   "id": "shooting-a-meeting",
   "name": "Shooting a meeting",
   "cat": "with",
   "sees": "A real meeting with a client, on a video call or across a desk, with you giving the advice.",
   "frame": [
    {
     "x": 10,
     "y": 6,
     "w": 80,
     "h": 8,
     "kind": "bar",
     "label": "Headline"
    },
    {
     "x": 4,
     "y": 18,
     "w": 92,
     "h": 54,
     "kind": "screen",
     "label": "Video call"
    },
    {
     "x": 8,
     "y": 26,
     "w": 40,
     "h": 40,
     "kind": "person",
     "label": "Client"
    },
    {
     "x": 52,
     "y": 26,
     "w": 40,
     "h": 40,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 78,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [
    {}
   ],
   "good_for": "both",
   "speaker": "always",
   "other": "face",
   "prompter": {
    "ease": "possible",
    "which": "shot",
    "note": "Notes beside the call window."
   },
   "read": "bullets",
   "needs": {
    "people": "You and the client (or 1 to 3 listeners in a room).",
    "kit": "A laptop with a call app and a screen recorder, 1 mic.",
    "place": "Your office."
   },
   "time": {
    "per_video_min": 20
   },
   "editing": {
    "does": "Find the best 30 to 60 seconds, captions, a headline card.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "Proof that people pay for your advice.",
    "Nobody has to act."
   ],
   "cons": [
    "You need the client's written OK.",
    "Real talk wanders: the editor must find the gold."
   ],
   "scores": {
    "virality": 70,
    "conversion": 90,
    "ease": 70
   },
   "crew": "2",
   "curiosity": "high",
   "why_hooks": "A real paid meeting he is not meant to see.",
   "good_for_content": [
    "educational"
   ],
   "hosted": []
  },
  {
   "id": "podcast",
   "name": "Podcast",
   "cat": "with",
   "sees": "Two people at a table with big mics, talking. The cut jumps between them.",
   "frame": [
    {
     "x": 10,
     "y": 6,
     "w": 80,
     "h": 8,
     "kind": "bar",
     "label": "Cuts between cameras"
    },
    {
     "x": 6,
     "y": 18,
     "w": 88,
     "h": 70,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 14,
     "y": 80,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "both",
   "speaker": "always",
   "other": "face",
   "prompter": {
    "ease": "easy",
    "which": "big",
    "note": null
   },
   "read": "bullets",
   "needs": {
    "people": "You, a host or guest, a camera person.",
    "kit": "2 or 3 cameras, 2 mics on arms, 2 or 3 lights.",
    "place": "A podcast studio or a dressed office."
   },
   "time": {
    "per_video_min": 20
   },
   "editing": {
    "does": "Multi-camera cuts, captions, a clip now and then.",
    "weight": "medium"
   },
   "music": false,
   "pros": [
    "High trust.",
    "One hour gives many clips."
   ],
   "cons": [
    "Needs a set and some setup.",
    "Many people already do it."
   ],
   "scores": {
    "virality": 100,
    "conversion": 80,
    "ease": 80
   },
   "crew": "3",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "educational"
   ],
   "hosted": [
    "s16"
   ]
  },
  {
   "id": "ping-pong",
   "name": "Ping pong",
   "cat": "with",
   "sees": "A voice throws a word. You answer in one or two words. Fast, again and again.",
   "frame": [
    {
     "x": 10,
     "y": 7,
     "w": 80,
     "h": 8,
     "kind": "bar",
     "label": "The word"
    },
    {
     "x": 8,
     "y": 18,
     "w": 84,
     "h": 62,
     "kind": "person",
     "label": "You"
    },
    {
     "x": 26,
     "y": 62,
     "w": 48,
     "h": 20,
     "kind": "page",
     "label": "Picture"
    },
    {
     "x": 14,
     "y": 86,
     "w": 72,
     "h": 6,
     "kind": "cap",
     "label": "Captions"
    }
   ],
   "samples": [],
   "good_for": "both",
   "speaker": "always",
   "other": "voice",
   "prompter": {
    "ease": "possible",
    "which": "big",
    "note": null
   },
   "read": "memorise",
   "needs": {
    "people": "You and the asker (off camera, just a voice).",
    "kit": "A phone on a tripod, 1 or 2 mics.",
    "place": "Any office."
   },
   "time": {
    "per_video_min": 15
   },
   "editing": {
    "does": "Fast cuts, pictures that pop up, sound effects, captions.",
    "weight": "medium"
   },
   "music": true,
   "pros": [
    "People watch to the end.",
    "Fun and stops the scroll."
   ],
   "cons": [
    "No authority.",
    "Too fast to explain a payment plan."
   ],
   "scores": {
    "virality": 100,
    "conversion": 40,
    "ease": 80
   },
   "crew": "2",
   "curiosity": null,
   "why_hooks": null,
   "good_for_content": [
    "virality"
   ],
   "hosted": [
    "s18"
   ]
  }
 ]
}