FiberLytic is not an "AI-first SaaS." That positioning loses the buyer this product was built for: the owner of a fiber subcontractor, mid-50s, twenty-five years in the trade, conservative, family-rooted, allergic to pitches that promise to replace him.
What he buys is amplification. His twenty-five years of know-how, suddenly going further. The brain stays his. The judgment stays his. The trade stays his. The friction between his decision and its execution disappears.
"You're not being replaced. You're being amplified."
Anthropic's "Keep Thinking with Claude" campaign. AI as cognitive partner, never as protagonist. Quiet cinematography, real people, real work, real time. The product appears in use, not in demonstration.
This piece is a hybrid. It works because three purposes hold each other up. Strip any one, the whole thing collapses into either pretty manifesto or another tech demo.
| Title | "The Work Is Still His" — FiberLytic Institutional |
| Format | 1 institutional film + 50 editorial pieces |
| Institutional duration | ~90s master |
| Editorial duration | 15–30s each (50 pieces) |
| Aspect ratio | 16:9 master + 9:16 social + 1:1 feed |
| Resolution | 4K (3840×2160) capture / 4K + 1080p delivery |
| Frame rate | 24fps cinema / 60fps slow-motion inserts |
| Color | LOG / RAW → cinematic grade, warm, natural |
| Audio | External narrator (3rd person) + ambient + minimalist score (piano / strings) |
| Subtitles | English hardcoded, clean sans-serif |
| Reference | Anthropic "Keep Thinking with Claude" / Apple "Misunderstood" / Google "Loretta" |
| Director / Camera (DOP) | Joao Paulo Faria |
| Creative Direction / Lights / AC | Gabriel Arevalo — SPM Creative Company |
| Assistant (props, drone, continuity) | Christian Kot — Provium Tech Inc. |
| Executive Production | SPM Creative Company USA LLC |
| Client | Provium Tech Inc. (FiberLytic) |
| Main camera | Cinema camera (4K, LOG) |
| Lenses | Prime 35mm + 50mm + macro 100mm + zoom 24-70mm |
| Drone | DJI (low-altitude registration shots — Gabriel's own) |
| POV / B-cam | GoPro |
| Audio | Wireless lavalier × 1 (ambient) + on-camera shotgun |
| Stabilization | 3-axis gimbal + tripod |
| Lighting | Natural (golden hour) + 1 practical LED panel (Aputure 200d or similar) |
~50 years old. ~25 years in fiber. Owner of a small American subcontractor. Hair starting to gray, light belly, hands that show the trade. Still in his prime — not winding down.
He's been building fiber since the FTTH boom. He saw the industry mature, the bids tighten, the paperwork pile up. He's the man who carried his trade on his back and never had software that respected the way he works.
The piece never names him. Never names his company. Never names his location. He is every fiber owner in the United States.
"I need a crew to build twenty thousand feet in Knoxville by Friday."
"I need to fix the invoices the linemen sent."
"The last invoice came back rejected. I have to find what's wrong."
Two-column format: VIDEO (visual description) and AUDIO (narrator, ambient, score, overlay). Timecodes are indicative — final adjustment in edit. Narrator is external, third-person, recorded in Brazil during post.
Total length: ~90 seconds.
Six key frames of the institutional film. Use as framing reference on set and as a guide for motion graphics in post.
Short-form pieces (15–30s each) captured from the same 5-day shoot, distributed across LinkedIn, Instagram, WhatsApp, email — fueling 3–4 posts per week for ~3 months without exhausting the well.
Each piece has a defined theme, composition discipline (wide + close + ECU on every gesture), suggested overlay, and downstream use.
| # | Theme | Composition | Overlay | Use |
|---|---|---|---|---|
| App in Use — 25 pieces (anchor category) | ||||
| 01 | Crew assignment — tap to deploy Knoxville crew | ECU app + MS guy at desk | "One tap. Crew on the way." | LinkedIn / IG |
| 02 | Lineman data approval — scroll + tap | ECU finger on screen | "Field, verified." | |
| 03 | Generate invoice — auto-billing flow | ECU app + insert paper invoice | "Three days → three seconds." | LinkedIn / IG |
| 04 | Dashboard overview — owner's morning view | MS app on monitor | "Your operation, on one screen." | |
| 05 | Splicing module — TML port log | ECU + macro app | "Every port. Every light level." | LinkedIn (splicers) |
| 06 | Splicing module — closure photo capture | ECU phone + ECU enclosure prop | "Snap. Logged. Done." | IG / LinkedIn |
| 07 | Splicing module — DTAP marker | ECU app | "DTAP, marked and gone." | |
| 08 | Redline editor — drawing on plan | ECU stylus on screen | "Redlines, in real time." | LinkedIn (PMs) |
| 09 | Prime portal — sub view | MS desktop | "Primes see the work as it happens." | LinkedIn (Primes) |
| 10 | Closeout ZIP — one-click export | ECU app + paper folder insert | "Closeout. One click. Done." | |
| 11 | Audit log — every action recorded | ECU app scroll | "Every action, written down." | LinkedIn (Primes / legal) |
| 12 | Rate cards — auto-applied billing | ECU + paper invoice | "The math, already done." | |
| 13 | Feeder filter — Prime drill-in | MS app | "Find the job. Find the dollar." | LinkedIn (Primes) |
| 14 | Jobs aggregated — multi-org view | ECU app | "All your work, one place." | |
| 15 | Time clock — punch-in | ECU phone in field-ish setting | "Payroll starts when you do." | IG / LinkedIn |
| 16 | GPS-stamped photo | ECU phone + paper map insert | "Proof. Timestamped." | LinkedIn (Primes) |
| 17 | Map progress animation — pole turns green | Screen rec | "Real-time. Every pole." | IG / LinkedIn |
| 18 | Material stock indicator | ECU app | "Run low? It tells you." | |
| 19 | Subcontractor onboarding | MS app | "New sub. Onboarded in minutes." | LinkedIn (Primes) |
| 20 | Splicing billing report — debrief status | ECU app + paper insert | "Splicing. Billed straight." | |
| 21 | Hung / handhole asset capture | ECU phone + prop insert | "Hung. Handhole. Logged." | LinkedIn (underground) |
| 22 | Conduit billing codes — dynamic | ECU app | "Code. Right. The first time." | |
| 23 | Light level capture (TML port) | ECU app + macro fiber insert | "Eighteen ports. One screen." | LinkedIn (splicers) |
| 24 | Production tracking — daily log | MS app | "Today, in numbers." | |
| 25 | Service order — customer summary | MS app + paper SO insert | "From job to invoice. One thread." | |
| Cuts from the institutional — 10 pieces (re-edit only) | ||||
| 26 | 15s teaser — three taps + tagline | Re-edit Frames 04+06 | "Three taps. Done." | LinkedIn / IG / WhatsApp cold |
| 27 | 20s opening — guy walks into office | Re-edit Frames 01-02 | "Twenty-five years." | |
| 28 | 25s pressures — three pressures cut | Re-edit Frame 03 | "And one came back rejected." | |
| 29 | 20s closing — he leaves while sun is high | Re-edit Frame 06 | "The work is still his." | LinkedIn / IG |
| 30 | 15s — the breath shot (Frame 05 alone) | Single sustained shot | "Built on years of know-how." | |
| 31 | 30s — texture montage (envelope, post-it, pen, photo) | Re-edit ECUs from Frame 02 | "This is where it lived. Until now." | IG / LinkedIn |
| 32 | 20s — three taps in slow motion | Re-edit Frame 04 | "Decision → done. No paper." | |
| 33 | 15s — door closes / sedan pulls out | Re-edit Frame 06 | "Home before sundown." | IG / LinkedIn |
| 34 | 30s — full short cut (manifesto edition) | Tightest re-edit of full institutional | "FiberLytic. The work is still yours." | LinkedIn / Investor decks |
| 35 | 15s — logo + tagline + CTA only | Re-edit Frame 06 outro | "fiberlytic.com" | Email burst / WhatsApp |
| Texture / atmosphere — 10 pieces (feed support) | ||||
| 36 | Office exterior — golden hour PM | WS + drone | "Where the trade lives." | IG |
| 37 | Knoxville skyline drone — sunrise | EWS drone ascend | "Tennessee. Built by hand." | IG / LinkedIn |
| 38 | Hands typing on tired keyboard | ECU | "Twenty-five years on these keys." | |
| 39 | Family photo on desk, post-its peeling | ECU rack focus | "What the work is for." | IG / LinkedIn |
| 40 | Coffee mug, ring stain on paper | ECU | "Mornings of the trade." | IG |
| 41 | Faded sign on facade | WS + tilt | "Decades. One door." | |
| 42 | Empty utility poles against sky | WS + drone follow | "Behind every signal." | IG |
| 43 | Knoxville rural road, golden hour | EWS drone | "The country runs on what you build." | IG / LinkedIn |
| 44 | Manilla envelope opens, paper unfolds | ECU slow motion | "Paper used to be the only proof." | |
| 45 | Lamp clicks off, desk in shadow | MS | "Done for the day. Finally." | IG |
| App on mobile (generic) — 5 pieces | ||||
| 46 | Hands on phone — app open in parking lot | ECU phone + WS context | "Wherever the work happens." | |
| 47 | Phone on truck dashboard, app open | ECU + MS truck interior | "From the driver's seat." | |
| 48 | Screen recording — quick assignment flow on phone | Screen capture mobile | "Seconds, not minutes." | IG / LinkedIn |
| 49 | Hand by a utility pole, phone tap | ECU + WS pole | "Logged where it happens." | LinkedIn (foremen) |
| 50 | Screen recording — invoice send + confirmation | Screen capture desktop | "One tap. Money on the way." | LinkedIn / Investor |
All required shots, grouped by day. Priority CRITICAL = mandatory for the institutional film + anchor editorial pieces. HIGH = needed for editorial library coverage. NICE = enriches B-roll bank for future use.
Golden rule: wide + close + ECU on every key gesture. Edit decides which usage in which piece.
| Shot | Description | Frame | Camera | Move | Day | Priority |
|---|---|---|---|---|---|---|
| S00 | Office exterior — sign, door, parking, facade | WS / MS | Main + drone | Static + tilt | D0 | CRITICAL |
| S01 | Knoxville skyline + Henley Bridge — drone ascend | EWS | Drone | Ascending | D0 | CRITICAL |
| S02 | Tennessee landscape, rural — drone | EWS | Drone | Lateral | D0 / D2 / D4 | HIGH |
| S03 | Empty utility poles against sky | WS | Main | Tilt up | D0 | HIGH |
| S04 | Faded sign — close-up, weathered | ECU | Main | Static | D0 | CRITICAL |
| S05 | Old sedan parked, low angle | WS / MS | Main | Static | D0 | HIGH |
| S06 | Office interior empty — pre-actor texture | WS / CU | Main | Handheld | D1 | CRITICAL |
| S07 | Manilla envelope on desk — opening, papers spilling | ECU | Main + macro | Static | D1 | CRITICAL |
| S08 | Post-its on monitor — peeling, layered | ECU | Main + macro | Rack focus | D1 | CRITICAL |
| S09 | Family photo behind post-its, on desk | ECU | Main | Rack focus | D1 | CRITICAL |
| S10 | Lunchbox, untouched, beside laptop | CU | Main | Static | D1 | HIGH |
| S11 | BIC pen with no cap — desk detail | ECU | Main + macro | Static | D1 | HIGH |
| S12 | Wedding ring on hand at keyboard | ECU | Main + macro | Static | D1 | HIGH |
| S13 | HERO: Guy unlocks door, enters office | WS → MS | Main | Handheld follow | D1 | CRITICAL |
| S14 | HERO: Guy sits, opens laptop, begins day | MS | Main + tripod | Static | D1 | CRITICAL |
| S15 | CUTAWAY: Fiber route map, pen marks | CU | Main | Static | D1 | CRITICAL |
| S16 | CUTAWAY: Stack of paper invoices, red corrections | CU | Main | Static | D1 | CRITICAL |
| S17 | CUTAWAY: Invoice stamped DECLINED in red | CU | Main + macro | Static | D1 | CRITICAL |
| S18 | HERO: Three taps on the app — finger to screen | ECU | Main + macro | Static + tracking | D1 | CRITICAL |
| S19 | App screen — crew assignment confirmation | Screen rec | Mobile | — | D1 / D2 | CRITICAL |
| S20 | App screen — invoice flow with rate card | Screen rec | Desktop | — | D1 / D3 | CRITICAL |
| S21 | HERO: Guy leans back, takes a breath | MS | Main + tripod | Static, hold | D1 | CRITICAL |
| S22 | HERO: Guy closes laptop, gathers things, exits | WS → MS | Main | Handheld | D1 | CRITICAL |
| S23 | Lamp clicks off — desk in shadow | MS | Main | Static | D1 | CRITICAL |
| S24 | EXT: Door closes, sedan pulls out, sun still high | WS | Main | Static | D1 | CRITICAL |
| S25 | App-in-use — features 1-10 (assignment, approval, invoice, dashboard, splicing, etc) | Various | Main + macro | Various | D1 | CRITICAL |
| S26 | App-in-use — features 11-25 (prime portal, redline, closeout, audit, rate cards, etc) | Various | Main + macro | Various | D2 | CRITICAL |
| S27 | App on mobile generic — phone in neutral environments × 5 | ECU + MS | Main + GoPro | Handheld | D2 | CRITICAL |
| S28 | Knoxville urban texture — streets, signs, shops | WS / MS | Main | Handheld | D2 | HIGH |
| S29 | Drone PM golden hour over fiber route | EWS | Drone | Ascending / lateral | D2 / D4 | CRITICAL |
| S30 | Insurance pickup — Day 1 retakes | Various | Main | Various | D3 | HIGH |
| S31 | Texture deep-dive — paper, ink, post-it close-ups (no actor) | ECU | Main + macro | Static | D3 | CRITICAL |
| S32 | App screen recordings — mobile + desktop sequences × 5-7 | Screen rec | — | — | D3 | CRITICAL |
| S33 | Text-manifesto pieces — black background, kinetic type × 8-10 | — | Post / camera | Static | D3 (capture) + post | CRITICAL |
| S34 | Drone master shot — TN landscape last golden hour | EWS | Drone | Ascending | D4 | CRITICAL |
| S35 | Crew shot — Joao + Gabriel + Chris (BTS for SPM portfolio) | WS | Main | Static | D4 | NICE |
| S36 | Logo close — FiberLytic outro on screen | CU | Screen rec | — | D4 | CRITICAL |
Frame legend: EWS = Extreme Wide Shot / WS = Wide Shot / MS = Medium Shot / MCU = Medium Close-Up / CU = Close-Up / ECU = Extreme Close-Up / OTS = Over the Shoulder / INSERT = Detail / POV = Point of View
Joao Paulo arrives Knoxville (TYS) Mon May 4 AM, departs Sat May 9 AM. Five productive days = Day 0 (Mon PM) + Days 1-4 (Tue→Fri).
Sun data Knoxville TN: Sunrise ~06:30 EDT / Sunset ~20:25 EDT / Golden hour AM 06:30-07:30 / Golden hour PM 19:25-20:25 / Daylight ~14h.
Weather check protocol: Gabriel checks forecast.weather.gov/MapClick.php?lat=35.9606&lon=-83.9207 on the AM of May 1, May 3, and every shoot day at 06:00. Adjust golden hour and rain plan accordingly.
| Day | Raw clips | Dominant categories |
|---|---|---|
| Day 0 | 60–80 | Atmosphere + office establisher |
| Day 1 | 120–150 | Institutional 100% + 10 App-in-use + 15 Owner moments |
| Day 2 | 90–110 | 15 App-in-use + 5 App-on-mobile + 10 atmosphere |
| Day 3 | 80–100 + 5–7 screen recs + 8–10 manifesto | Institutional cuts base + texture + screen recs + manifesto |
| Day 4 | 50–80 | Pickup + drone master + extras |
| Total | 400–520 raw clips | Enough for 1 institutional 90s + 50 editorial pieces + future B-roll bank |
Gabriel must close every item below before Joao arrives Mon May 4. Items checked are already done as of May 2026 cycle.
After Joao returns to Brazil with the master HD, post-production runs remotely. Two main outputs to deliver: 1 institutional film + 50 editorial pieces (categorized & tagged).
| Phase 1 — Ingest + organize | Import 400–520 clips. Folder by day. Apply ratings 1–5 per Joao + Gabriel handoff notes. |
| Phase 2 — Institutional rough cut | Assemble 90s narrative from Day 1 hero shots. Lock structure with Gabriel before color/sound. |
| Phase 3 — Color grade | Cinematic grade — warm, natural, slight desaturation. LOG → final. Same look across all 51 outputs. |
| Phase 4 — Sound design | Ambient layer (office sounds, AM radio, AC hum) + minimalist score (piano + strings entering ~00:08, full at ~01:00, resolves to single piano note at outro). |
| Phase 5 — Narrator recording | External narrator, 3rd person, recorded in Brazil. Neutral American accent. Decide gender (male / female) with 2-3 demos before locking. Reference: Apple "Misunderstood" / Google "Loretta" / Anthropic "Keep Thinking". |
| Phase 6 — Editorial library cuts | 50 pieces categorized: 25 App-in-use, 10 institutional cuts, 10 atmosphere, 5 app-on-mobile. Each tagged: category / use-channel / duration. Exports: 9:16 + 1:1 + 16:9 each. |
| Phase 7 — Subtitles | English hardcoded, clean sans-serif (Inter / DM Sans). |
| Phase 8 — Final delivery | Master 4K + 1080p + library exports + handoff folder structure for Gabriel to publish. |
Filename pattern: {NN}_{category}_{theme-slug}_{aspect}.mp4
Example: 03_app-in-use_invoice-flow_9-16.mp4
Categories: app-in-use / institutional-cut / texture / app-on-mobile
Aspects: 16-9 / 9-16 / 1-1
Memorize before set. These rules define the quality of everything that comes out of this production.
01. Always be rolling. The best moments are unscripted.
02. Wide + close + ECU on every key gesture. Edit decides which usage in which piece.
03. Audio > video on the day. Lavalier on the actor + ambient capture all day. Even with external narration, ambient sound lives in the mix.
04. Golden hour is sacred. 06:30–07:30 AM and 19:25–20:25 PM. Plan the day around it.
05. The screen is the only clean plane in the chaos. Never flare. Never effect. The product is observed, never demonstrated.
06. Texture tells the story. Hands. Envelope. Pen. Photo. Cable. Coffee. Paper. Close-ups sell.
07. Don't direct emotion. Authenticity > performance. The actor doesn't act — he works. Joao captures.
08. Shoot horizontal AND vertical when possible. Reels live in 9:16. Pivot the gimbal.
09. If a shot won't become a defined editorial piece, don't shoot it. Each take has a known destination.
10. Backup same day. Never sleep with footage on a single card.
11. The narrator is external. The actor never has to perform voice. He just does his work.
12. The piece never names him. Never names his company. Never names his location. He is every fiber owner in America.