A complete content capture and production plan for FiberLytic's market positioning. One week in Knoxville, three-person crew, one cinema camera. All raw material needed to launch the institutional film, fuel a 12-week social campaign, and feed sales conversations for months.
"We didn't add AI to a SaaS. We built the operating system for fiber construction — and respected the people who do the work."
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.
FiberLytic positions as the operating system for fiber construction — not "another SaaS with AI bolted on." The buyer is not a tech early-adopter. He's a small-business owner with 25 years in the trade who never had software that respected the way he works.
What we sell: amplification. His decisions, executed without friction. His expertise, going further per hour. His evenings, returned.
Three subcontractors are already running FiberLytic in production. Feedback collected April 2026:
Quotes are anonymized by role + tenure. Same anonymization rule as the institutional film: archetype, not identified.
These quotes feed: institutional overlays at moments of breath, Content Master Plan stats block, dedicated LinkedIn carousels in weeks 1–3 of the editorial calendar.
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.
Four content pillars, each anchored to a real audience and a real outcome. The 12-week editorial calendar rotates these pillars — guarantees no audience goes more than 2 weeks without a piece speaking to them.
What this 5-day shoot produces. Raw material captured in Knoxville May 4–8, edited remotely in Brazil over the following weeks.
| # | Deliverable | Format |
|---|---|---|
| 01 | "The Work Is Still His" — Institutional Film Cinematic flagship, 90s narrative | 4K · 16:9 |
| 02 | 25 App-in-use clips Each feature/flow → 1 focused piece | 15–30s · 9:16 + 1:1 + 16:9 |
| 03 | 10 Institutional cuts Re-edits of the 90s film: teaser, opening, closing, manifesto, etc. | 15–30s · all aspects |
| 04 | 10 Texture/atmosphere pieces Office, hands, paper, golden hour, drone — feed support | 15–30s · all aspects |
| 05 | 5 App-on-mobile generic clips Phone in neutral environments + screen recordings | 15–30s · 9:16 priority |
| 06 | 8–10 Manifesto pieces Black background, kinetic typography | 15s · 9:16 + 1:1 |
| 07 | B-Roll library Raw bank for future months — Knoxville, office, drone, props | 200+ clips raw |
| # | Deliverable | Format |
|---|---|---|
| 08 | Institutional Deck Sales/investor deck embedding hero clips + stills | 20–25 slides |
| 09 | Product One-Pager Front/back, embeds 4–6 stills | |
| 10 | Investor Teaser Tight cut for cold-investor outreach | 5–7 slides + 30s clip |
| 11 | LinkedIn calendar (12 weeks) 3–4 posts/week pulling from editorial library | ~42 posts written |
| 12 | Instagram calendar (8 weeks) 3 posts/week, vertical-first | ~24 posts |
| 13 | Email-burst kit 3 outbound sequences leveraging clips + manifesto cuts | 3 sequences × 3 emails |
Three to four posts per week. Founders post from personal accounts (Lucas, Gabriel, Christian, Eugenio) for maximum reach — Provium company page reposts.
Each week anchors on one pillar but always includes at least one piece from a different pillar to avoid audience fatigue. Editorial library does the heavy lifting; founder commentary is short.
Less thought leadership, more visual proof and energy. Raw power. Real field. Real AI. 3 reels per week × 8 weeks = 24 reels. Drawn from the editorial library, shorter and punchier than LinkedIn.
| # | Formula | How it works |
|---|---|---|
| 01 | The Hook | Bold text → pain point → FiberLytic solves → CTA. 15s. Use App-in-use clips. |
| 02 | Before / After | Split screen: chaos vs. FiberLytic. 15s. Paper invoice DECLINED → app one-tap. |
| 03 | Speed Run | "Job → invoice in 30 seconds." Timer on screen. Use institutional cut #32 base. |
| 04 | Field Moment | Raw. No music. Real audio. Real work. App on mobile pieces shine here. |
| 05 | Money Shot | Invoice numbers appearing. Satisfying. Use App-in-use #03. |
| — | Field reels (Owner moments + atmosphere) | 40% · ~10 reels |
| — | App demos (App-in-use) | 25% · ~6 reels |
| — | Carousels translated to vertical | 15% · ~4 reels |
| — | Behind the scenes (BTS shoot day) | 10% · ~2 reels |
| — | Cinematic / brand (institutional cuts) | 10% · ~2 reels |
Every piece has a defined channel and cadence. The library is munition; this section is how it gets shot.
How the institutional + library push prospects from cold → warm → demo → close.
Joao tags every editorial piece during post so Gabriel finds it instantly when posting. Tag schema below.
{NN}_{category}_{theme-slug}_{aspect}.mp4
Example: 03_app-in-use_invoice-flow_9-16.mp4 — piece #3, App-in-use category, invoice flow theme, vertical aspect.
app-in-use · institutional-cut · texture · app-on-mobile · manifesto
16-9 (LinkedIn / YouTube / web) · 9-16 (Reels / Stories / TikTok) · 1-1 (feed)
/Editorial-Library/
├── 01-Institutional/
│ ├── institutional-master_4k.mp4
│ ├── institutional-master_1080p.mp4
│ └── institutional-master_9-16.mp4
├── 02-App-in-use/
│ ├── 01_app-in-use_crew-assign_16-9.mp4
│ ├── 01_app-in-use_crew-assign_9-16.mp4
│ ├── 01_app-in-use_crew-assign_1-1.mp4
│ └── ... (25 themes × 3 aspects = 75 files)
├── 03-Institutional-cuts/
│ └── ... (10 themes × 3 aspects)
├── 04-Texture/
│ └── ... (10 themes × 3 aspects)
├── 05-App-on-mobile/
│ └── ... (5 themes × 3 aspects)
├── 06-Manifesto/
│ └── ... (8-10 themes × 3 aspects)
└── 07-B-Roll/
└── (raw clips, 200+ unedited, organized by day)
Note: Lytic is not the face of the brand — she's the silent engine inside the product. These lines are recorded once via ElevenLabs, used inside the app for in-product feedback (push notifications, voice confirmations). They don't appear in the institutional film or editorial library — those are carried by an external narrator and text overlays.
Kept for product team reference only.
Production runs May 4–9, 2026 in Knoxville, TN. Post-production runs in Brazil over the following 3-4 weeks. First public assets ship Week 1 of June 2026.
| Phase | Window | Output |
|---|---|---|
| Production (Knoxville) | May 4–8 (5 days) | 400-520 raw clips + handoff notes |
| Post: Institutional rough cut | May 12–17 | 90s rough cut for Gabriel review |
| Post: Color + sound + narration | May 18–24 | Locked institutional + library cuts in progress |
| Post: Library completion | May 25 – Jun 1 | All 50 editorial pieces tagged + delivered |
| Launch (LinkedIn campaign Wk 1) | Jun 1+ | Institutional drops, weekly cadence begins |