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What it’s selling answers: what kind of video is this, and what is it doing to the viewer? It comes in two passes. Classification decides the format before the rest of the report interprets the video. Comprehension then reads the storyboard as communication: the idea it argues, the feeling it sells, and the brand move it makes.
Teardown header showing the title and logline: a rapid-fire satirical manifesto, 80 scenes at 80 a minute in 60 seconds

The comprehension logline rendered on a live teardown - one vivid sentence on what the video is.

Live example: Coinbase - “Break The Cycle” teardown - the logline under the title.

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Classification - the format call

The format decides which Scorecard rubric applies. That is why classification runs before the execution read.

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Comprehension - the meaning read

Metrics measure a video; comprehension explains it. The report reads a storyboard sampled across the whole runtime and can correct a metrics-only format call when the frames tell a different story.

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What to do with it

  • Steer with the thesis, not the topic. Two videos about the same product can argue opposite ideas; matching the thesis is what makes a reference comparable.
  • Study the brand object before your own brand placement. appears_at_sec and screen_time_pct quantify restraint.
  • Use comparable_to to brief stakeholders. “It sits beside this known campaign” lands faster in a review than a pile of metrics.
  • Trust the scope caveats. When the notes say the feeling needs real production, a thin imitation of the surface will not inherit the result.

Scorecard

The format-specific rubric this classification selects.

Script analysis

The skeleton delivering this thesis.

Hooks & re-hooks

How the argument earns its first three seconds.

Cast & World

The people, objects, and environments carrying the message.