row_id	owner	production_route	commercial_job	funnel_stage	exact_sku	approved_input	format	duration_seconds	allowed_motion	must_preserve	reject_if	deterministic_copy	primary_metric	guardrails	evidence_status
01_hero_screen	creative	kling-o3-pro image-to-video	Make the exact product recognizable before the offer appears	prospecting	FICTIONAL-NORTHLINE-SERUM-30ML	Approved front packshot with readable label and verified color	1:1	5	One slow camera push-in with subtle clockwise parallax	One product; bottle shape; pump; front label text; logo; color; liquid level; proportions; background; contact shadow	Any new copy; unreadable or changed label; extra product; changed geometry; dispensing; splash; new prop; crop hides product	None inside generation	Three-second qualified-view rate	Product-fidelity rejection rate; cost per accepted clip; page-load impact	PLANNING_TEMPLATE_WITH_RECORDED_REJECTION_EXAMPLE
02_detail_screen	creative	kling-o3-pro image-to-video	Make one approved material detail legible to a returning shopper	retargeting	REPLACE_WITH_EXACT_SKU	Approved macro image plus material specification owned by merchandising	9:16	5	Locked product; narrow light sweep across the approved surface	Texture; finish; seam or edge placement; color; product count; crop-safe focal detail	Invented texture; ingredient; feature; material; claim; text; or product action	Offer and CTA added in editor	Landing-page click-through rate	Fidelity rejection rate; claim review; cost per accepted clip	UNRUN_TEMPLATE
03_state_change	product	kling-o3-pro first-and-last-frame	Answer one purchase question with a documented visible operation	consideration	REPLACE_WITH_EXACT_SKU	Separately approved start and end frames from the same product record	16:9	6	Only the documented transition between the two approved states	Exact variant; visible part count; hinge or closure geometry; camera; background; endpoints	Invented mechanics; extra linkage; new camera side; unsupported performance implication; endpoint mismatch	Caption and accessibility text added outside generation	Product-page assisted add-to-cart rate	Wrong-SKU rate; return reasons; accessibility; Core Web Vitals	UNRUN_TEMPLATE
04_offer_end_card	growth	deterministic editor	Communicate current price, offer, destination, disclosure, and CTA	conversion	REPLACE_WITH_EXACT_SKU	Approved kept clip plus live catalog and campaign records	MATCH_PLACEMENT	2	No generative product motion; hold an approved frame	Price; currency; availability; promotion dates; legal copy; destination URL; brand typography	Generated or stale price; unsupported claim; expired offer; wrong destination; illegible disclosure	Required: render all commerce facts from approved records	Checkout-start rate	Margin; policy rejection; stale-offer incidents; accessibility	REQUIRED_NON_GENERATIVE_STEP
05_release_review	product_brand_growth	human review	Decide whether the complete ad is safe and useful to ship	all	REPLACE_WITH_EXACT_SKU	Full clip; sampled frames; source record; copy record; placement preview	MATCH_PLACEMENT	0	Review only	Product identity; claim accuracy; channel fit; readable copy; correct destination; measurement tag	Any product or text drift; unsupported claim; wrong SKU; broken CTA; missing disclosure; failed accessibility or performance check	Confirm final rendered copy against live records	Cost per accepted clip	All prior guardrails plus reviewer and decision timestamp	MANDATORY_RELEASE_GATE