PHOTOGRAPHY · PALETTE · TYPOGRAPHY · MOTION · AI-GEN PROMPTS
The art-direction system that makes every Dr Stan creative recognisable as Dr Stan within 200ms. Three visual tracks (A · EN-Premium / Manual UK, B · CN-Bold / XHS-uncle-health, C · Mrs Lee / Goop-Bangsar-Babes) sit on top of two non-negotiable anchors (Track D Medispec ED 1000 device discipline + Track E Dr Stanley editorial portrait — NEVER AI-gen). Brand palette is the Dr Stan Editorial Blue system, type pairs Oswald display + Noto Sans SC CJK + Geist body + Fraunces accent (Track C only). Photography is real-only for the device + Dr Stanley layers; Nano Banana Pro composite + edit-mode is permitted for Track A/B/C scene elements but never for the credential anchor itself.
Track C (Mrs Lee channel) overlay adds two soft accents — used only on women-targeted ad-sets, never on Track A/B:
Neon red / yellow / pink — instantly reads as roadside-CN-男科 billboard (REF-15 anti-pattern). The category-poisoning anti-reference.
Hospital green — clinical-cold, dilutes Manual UK / Hims warmth. Pantai Hospital owns this — we don't.
Hims Pink coral — too consumer / aspirational-wellness. Dilutes our Calgary-MD-clinical authority.
AG1 dark green — wellness-not-medical. Wrong cultural register for KL men's-health.
Track A and Track B share the same body sans-serif (Geist) and same monospace caption (JetBrains Mono). They diverge on display headlines (Oswald for EN, Noto Sans SC for CN). Track C breaks the system with Fraunces italic serif — only place serif appears in display position.
| Track | Display Face | Body Face | Caption | Color (Headline) | Background |
|---|---|---|---|---|---|
| A · EN-Premium | Oswald 56-72pt 600 | Geist 16-18pt 400 | JetBrains Mono 11pt UC 0.25em-tracking | #12445E | #F5F1E8 cream |
| B · CN-Bold | Noto Sans SC 60-80pt 900 | Noto Sans SC 17-20pt 400 | Geist 12pt UC (code-switch EN) | #12445E or #1E73BE | #F5F1E8 cream or #FFFFFF white |
| C · Mrs Lee | Fraunces 56-72pt 500 ITALIC | Geist 16pt 400 (loose 1.6 lh) | JetBrains Mono 11pt UC | #B5685D dusty rose OR #12445E | #F0F2EC sage cream OR #F5E8E5 dusty rose |
Inter sans-serif — too tech-startup. Wrong cultural register for medical authority. (Existing global memory anti-pattern.)
Times New Roman or Helvetica — too generic-corporate. Falls flat against Hims's Roman / Manual's editorial elegance.
All-caps Noto Sans SC — CJK doesn't have a true uppercase. Bolding to weight 900 is the correct CN-shout.
Hand-script or brush fonts — reads as roadside-CN-男科 / TCM-pseudoscience. Banned across all tracks.
Comic Sans, Impact, Papyrus — obvious. Banned forever.
| Light | Soft window-light from camera-left or natural overcast. Never on-camera flash, never harsh sun, never warm-tungsten. |
| Lens | 35mm or 50mm equivalent. Mild compression. Never wide-angle distortion. Never telephoto compression. |
| Subject | Dr Stanley Chan — face anchor (REF-35/36). Patient stand-in only if model release on file. |
| Background | R Clinic interior OR cream studio paper (#F5F1E8). Out-of-focus, low-key, never busy. |
| Expression | Eyes-to-camera, neutral or slight smile. Never lab-coat-stern, never aggressive sales-pitch energy. |
| Wardrobe | Dark navy soft jacket OR clinical coat (white). Never tie. Never floral shirt. |
| Composition | Rule-of-thirds, subject left-third, copy right-third. Generous negative space at top. |
| Crop | Mid-shot (waist-up) for hero. 3/4 portrait for testimonial. Never extreme closeup. |
| Light | Same as Track A — soft window-light, cool-white, never warm. Slightly higher contrast permitted vs Track A for bold-CN energy. |
| Lens | 50mm. Subject-isolated focus. |
| Subject | Dr Stanley Chan + bold CN type overlay (post-prod in Figma). NEVER additional model. NEVER AI-gen substitute face. |
| Background | R Clinic OR pure white (#FFFFFF) — bolder than Track A cream. The high-contrast register Uncle Chen + Ah Hock respond to. |
| Expression | Confident, eyes-to-camera, hand-on-device-cart permitted. Authority register. |
| Composition | Center-weighted with bold CN type filling left-third or top-third. Single subject, no second person. |
| Allowed device | Track D Medispec ED 1000 in frame (cylindrical probe — NEVER bulb). Reinforces credibility floor. |
| Light | Soft window-light or natural overcast — softer than Track A/B. Slight golden-hour permitted (rare exception to "no warm" rule — only on women-targeted ad-sets, never on man-targeted). |
| Lens | 35mm or 50mm. Slight bokeh. Editorial / Goop register. |
| Subject | Hands-and-rings-and-tea-cup OR mid-life woman 40-55 model release on file (NOT Dr Stanley as subject for Mrs Lee track — Dr Stanley appears only as credential-anchor secondary placement). NEVER man subject. |
| Background | Soft sage-cream (#F0F2EC) OR dusty-rose (#F5E8E5) OR neutral kitchen / patio / yoga-studio backdrop. Bangsar-Babes register. |
| Wardrobe | Cream / linen / soft-pink layers. No clinical clothing. Mrs Lee's own visual vocabulary. |
| Composition | Editorial — Cosmo / Goop / R29. Wide frame, generous negative space. Single subject or paired objects (tea-cup + hand + ring), never paired-people. |
| Hashtag overlay | #marriageresearch #midlifecare #premiumdiscretion — never #ED or #shockwave |
Four canonical AI-gen prompt safety patterns. Memorise these — every drift away costs the credential floor.
Banned tokens: "bulb", "wand", "balloon", "tip" — all produce Christmas-light or massage-gun aesthetics. Always: "cylindrical probe", "docked probe", "ED 1000".
Edit-mode Nano Banana Pro keeps the face pixel-identical to the source ref. T2I from scratch produces a stranger that destroys the 12yr provenance. Always edit-mode, never txt2img for face.
KKM hard-flag region. Always abstract / metaphor — never photoreal anatomy.
"Cure" / "miracle" / "guaranteed" / "breakthrough" — all KKM red-flags AND brand-credibility floor violations. Always: "treatable", "improvement", "repair", "restore".
Every IG Reel + IG Story + TikTok safe-zone obeys these Y-positions. Outside the safe zone = text clipped by platform UI.
| Element | Y-position | Track A/B | Track C (Mrs Lee) |
|---|---|---|---|
| Eyebrow chip | Y 10-14% | Mono UC, accent blue | Mono UC, dusty rose |
| Hero headline | Y 25-40% | Oswald 56-72pt or Noto Sans SC 60-80pt | Fraunces italic 56-72pt |
| Body 3-line | Y 50-65% | Geist 16-18pt | Geist 16pt (looser 1.6 lh) |
| Dr Stanley credential chip | Y 88-93% | Mono UC 11pt, deep teal | Mono UC 10pt, deep teal (tinier) |
| Logo wordmark | Y 94-97% | Oswald 14-16pt, deep teal | Oswald 12-14pt, dusty rose |
| CTA chip | Y 78-86% | 1E73BE primary, 36pt Oswald | B5685D dusty rose, 32pt Oswald |
| Motion element | Track A | Track B | Track C (Mrs Lee) |
|---|---|---|---|
| Open frame duration | 1.2s — hold | 0.8s — bold cut | 1.6s — soft fade in |
| Cut rhythm | 3s avg, max 5 | 2s avg, max 4 | 4-5s avg, max 7 |
| Transitions | Hard cuts only | Hard cuts + occasional zoom-punch | Soft dissolves + cross-fade |
| Text reveal | Type-on letter-by-letter | Full-word stamp-in (bold CN) | Italic fade-up word-by-word |
| Camera move | Static or slow push (1-2% / sec) | Static (CN bold needs visual stability) | Slight handheld float OR static |
| Music register | Bossa-piano-soft, ~85bpm | None — voiceover Dr Stanley dominant | Soft acoustic-piano, ~70bpm, ambient |
| Voiceover | Dr Stanley OR patient testimonial (real, no AI) | Dr Stanley CN-MY register (NO mainland accent) | Female mid-40s narrator (model release) |
| End-card duration | 2.5s | 2s | 3s |
| Logo lockup motion | Static fade-in 0.3s | Bold stamp-in | Soft watermark, no animation |
| Banned Token | Why | Use Instead |
|---|---|---|
| bulb / wand / balloon / tip | Device language — produces wrong shape | cylindrical probe, docked probe, ED 1000 |
| cure / miracle / guaranteed / 治愈 / 神奇 | KKM regulatory hard-flag | treat / improve / repair / 修复 / 改善 / 恢复 |
| 73% / 73 percent | WRONG NUMBER — Dr Stan is 90%, not 73% | 90% improvement |
| price / RM / from / per session | No pricing in ads | "PM us for package details", "one course" |
| generic asian doctor / asian male doctor 50s | Would AI-gen new face — destroys Dr Stanley provenance | "use REF-35 Dr Stanley Chan hero — composite via edit-mode" |
| before / after / transformation photo | Suggestive photography — KKM red-flag | No before/after — comparison-cut copy only |
| shutterstock / stock-photo doctor / generic clinic | Mrs Lee + Vincent both reject generic stock | Real R Clinic photography only |
| aggressive sales pitch / urgent / limited time / hurry | Vincent + Mrs Lee both reject hard-sell | "One course, no recurring fees", premium discretion register |
| mainland mandarin particles 吧 / 呀 / 嘞 | Reads imported — destroys CN-MY trust | 啊 / 咯 / 酱 / 嘛 / 哦 — Malaysian Chinese particles |
| roadside billboard / neon / glow / pulse | Roadside-CN-男科 anti-pattern (REF-15) | Editorial cream background, soft window-light, restrained type |
Per the autonomous discipline hooks (calibration-gate.sh) — before any creative-gen with `--brand drstan`, system requires `~/.zennith/brands/drstan/CREATIVE-CALIBRATION.md` updated within last 14 days. Phase 2 status: 2026-05-16 anchor refreshed — through 2026-05-30 window.
# Phase 2 calibration anchor (Q3 2026 wife-bypass pilot) brands/drstan/CREATIVE-CALIBRATION.md - last_updated: 2026-05-16 - visual_track_locks: A (EN-Premium), B (CN-Bold), C (Mrs Lee NEW) - credential_floor_assets: REF-27 (device), REF-35/36 (Dr Stanley) — NEVER regenerate - ai_gen_mode: Nano Banana Pro edit-mode ONLY for face anchor - banned_tokens: see §H 10-row glossary - kkm_compliance: 90% (not 73%), no "cure", no pricing, no before/after, dr-stanley-only-face - next_refresh: 2026-05-30
Per the memory feedback rule (feedback_audit_must_compare_reference.md) — every Dr Stan creative must pass reference-fidelity compare-mode audit, not just aesthetic score. Locked thresholds:
| Dimension | Weight | Pass Threshold | Hard Floor (auto-reject) |
|---|---|---|---|
| Reference-fidelity vs REF-35 (Dr Stanley face) | 40% | ≥ 8/10 | < 7/10 = AUTO-REJECT |
| Aesthetic / composition / craft | 30% | ≥ 7.5/10 | < 6/10 = AUTO-REJECT |
| Brand-consistency (palette + type) | 20% | ≥ 8/10 | < 7/10 = AUTO-REJECT |
| Gate-compliance (KKM + no-cure + 90% + no-price) | 10% | 100% (binary) | < 100% = AUTO-REJECT |
Aesthetic-only scoring (VLM --task score) is forbidden as the sole audit on Dr Stan creatives. The reference-fidelity dimension is non-skippable.