# Stringture — creative briefs

**Kind:** own · **Market:** South Africa · **Language:** English · **Channel:** WhatsApp-first
**Offer:** photo → string-art portrait. Free preview before you pay. DIY kit **from R759**, hand-made (MFY) **from R2,499**. Couriered nationwide. Founding: first 50 = 20% off, code `LAUNCH`.

> Source of truth (do not duplicate, edit there):
> - 6 ad angles + full primary text + WhatsApp funnel: `sites/stringture/funnel/ads-wa.md`
> - Prices: `sites/stringture/assets/config.js` · lander tone/FAQ: `sites/stringture/index.html`
> - Economics: AOV R1,530, contribution ~R1,038, **CAC cap ≤ R300** to validate, gate = 10 paid orders at ≤ R3,000 spend.

## 6 angles (handles S1–S6)

| # | Angle | Hook | Primary asset | Fallback |
|---|---|---|---|---|
| S1 | gift "made, not bought" | "She opened it — and it was her." | `video/gift-unwrap.mp4` | `img/gift-moment.jpg` |
| S2 | DIY / meditative ritual | "One thread. One evening. No screen." | `video/winding-loop.mp4` | `img/hands-winding.jpg` |
| S3 | demo / free live preview ⭐ | "Drop any photo → watch it turn into string art. Free." | **screencast (net-new)** | `img/macro-thread.jpg` |
| S4 | pet portrait | "Your dog. 2,718 strings of one thread." | `video/wall-reveal.mp4` | `img/interior-pet.jpg` |
| S5 | family / couple → wall art | "That photo you love is stuck in your phone." | `img/interior-couple.jpg` | carousel |
| S6 | founding scarcity | "SA's first string-art studio — first 50 makers only." | `img/kit-flatlay.jpg` + overlay | — |

## What's in `assets/`

- `video/` — `gift-unwrap.mp4`, `winding-loop.mp4`, `wall-reveal.mp4` (each with matching `-poster.jpg`).
- `img/` — `gift-moment`, `hands-winding`, `interior-couple`, `interior-pet`, `kit-flatlay`, `macro-thread`.

**Top priority to generate:** S3 live-preview screencast (the one true wow-differentiator, cheap to shoot). Plus S6 founding overlay.

## CTWA prefills (attribution)

Add angle tag to the WhatsApp welcome, e.g. S1/S5 `(FB-gift)`, S3 `(FB-preview)`, S4 `(FB-pet)`, S6 `(FB-founding)`.

## Gate / blockers

Real WhatsApp Business number (placeholder `27000000000` today), Yoco/payment link, Meta cabinet + pixel, domain + IG. Launch out of PAUSED / any spend / payment links to customers = Oleg approval.