{
  "project": "Phat Foods",
  "direction": "Liquid Gold Minimalism",
  "version": "3.0",
  "updated": "2026-03-03",
  "locked_from": "R6-unwrap + R7-warm rounds",

  "concept": {
    "one_liner": "Dairy-identical fat shot like a luxury ingredient brand — warm, golden, clean, hero'd.",
    "mood": ["warm luxury", "golden abundance", "quiet confidence", "premium ingredient"],
    "references": {
      "primary": "Holiland Butter Christmas — warm golden tones, celebratory, bright",
      "secondary": "Amberlys Honey & Butter House — restraint, tactile materials, quiet luxury",
      "tertiary": "Premium cosmetics / spirits photography — clean backgrounds, hero product",
      "anti_references": ["Cool/moody editorial", "Dark food photography", "Instagram food blogger", "Clinical biotech", "Stock photography"]
    }
  },

  "photography": {
    "lighting": {
      "type": "Bright abundant warm light — feels like golden afternoon sun flooding the scene",
      "quality": "Wrapped, filled, lifted shadows — NOT dramatic or moody",
      "shadows": "ALWAYS warm amber/brown in shadows — NEVER cool, blue, teal, or gray",
      "fill": "High overall luminosity, airy, no dark zones anywhere",
      "direction": "Soft 3/4 front or overhead — light bouncing off everything",
      "NOT": ["Dramatic side light with dark falloff", "Cool window light", "Hard shadows", "Chiaroscuro", "Ring light"]
    },
    "color": {
      "overall": "Monochromatic warm palette — entire frame lives in gold/cream/amber family",
      "cast": "Warm golden wash across EVERYTHING — highlights, midtones, AND shadows",
      "temperature": "Very warm — 3500-4500K feel, golden hour warmth",
      "palette": ["#F8F0E3", "#E8D5B7", "#D4A574", "#C4956A", "#8B7355"],
      "saturation": "Rich warm yellow on the fat — NOT pale or desaturated",
      "blacks": "Lifted and warm — darkest tone is warm amber-brown, never true black",
      "whites": "Creamy warm — never pure white or cool",
      "NOT": ["Cool shadows", "Blue/teal anywhere", "Desaturated/muted", "High contrast", "Neutral gray tones"]
    },
    "backgrounds": {
      "style": "Clean and abstract — essentially a warm-toned gradient",
      "surface": "Simple warm surface (stone, marble) that blends into warm background",
      "rule": "Background should not compete with subject — gradient-like warmth falloff",
      "NOT": ["Busy environments", "Visible room context", "Dark backgrounds", "Cool-toned surfaces"]
    },
    "texture": {
      "surfaces": "Every surface catches and reflects warm light — wrapper looks like gold leaf",
      "subject": "Subtle sheen/glow on fat — luxurious, tactile, appetizing",
      "grain": "Subtle only — fine film grain OK, heavy grain is NOT this style",
      "NOT": ["Heavy grain", "Digital noise", "Over-sharpened", "Too smooth/CG"]
    },
    "framing": {
      "crop": "Tight hero framing — close to subject, makes it feel monumental",
      "dof": "Shallow — wrapper edges and background dissolve beautifully",
      "subject_size": "Fat/food fills significant portion of frame — it's the hero",
      "NOT": ["Wide environmental shots showing room", "Deep DOF showing everything sharp"]
    }
  },

  "subjects": {
    "raw_material": {
      "what": "Pale creamy dairy-identical fat blocks",
      "appearance": "Paler than butter, between lard and butter, waxy smooth, rich saturated yellow tone under warm light",
      "wrapping": "Unbranded butter parchment/wax paper — should read as golden/warm under light, NOT cool neutral",
      "props_allowed": ["Brass knife (aged patina)", "Linen cloth (rumpled)", "Warm marble/stone surface"],
      "NOT": ["Kitchen foil", "Branded packaging", "Herbs", "Garnish", "Decoration"]
    },
    "applications": {
      "priority": ["Croissant torn open (golden layers)", "Ice cream/gelato", "Cream in simple vessels", "Butter spreading", "Cheese melted"],
      "percentage": "80% of total imagery",
      "realism": {
        "croissant": "Irregular honeycomb, uneven pockets, ragged torn edges, NOT uniform spirals",
        "ice_cream": "Real scoop marks, slight melt, NOT perfect sphere",
        "cream": "Thick visible texture, tool marks, NOT smooth airbrush"
      }
    },
    "process": {
      "what": "Melting, pouring, foam — fat in transformation",
      "percentage": "20% of total",
      "reference": "Butter melting in pan with amber pool and cream foam (Butter Christmas style)"
    }
  },

  "composition": {
    "angles": {
      "primary": "3/4 angle (45° down)",
      "secondary": ["Eye level / side profile", "Low angle looking slightly up"],
      "max_overhead": "20% of shots — vary always",
      "rule": "ALWAYS vary angles across a set"
    },
    "styling": {
      "max_elements": "3 in frame — subject + 1-2 props max",
      "props": ["Brass/copper utensils (aged, warm patina)", "Linen napkin", "Warm stone/marble"],
      "NOT": ["Herbs", "Garnish", "Flowers", "Multiple dishes", "Busy setups"]
    }
  },

  "formats": {
    "hero": {"aspect": "16:9", "use": "Full-bleed slide backgrounds"},
    "accent": {"aspect": "3:4", "use": "Inset/accent images"},
    "only_these": true
  },

  "prompt_template": {
    "prefix": "Warm golden food photography, bright abundant warm light flooding the scene like golden afternoon sun. Monochromatic warm palette — everything in gold, cream, amber family. Warm shadows (amber/brown, never cool). High luminosity, airy, lifted shadows. Clean warm background. Tight hero framing, shallow depth of field. Subtle warm sheen on all surfaces. Rich saturated warm yellow tones. Quiet luxury, minimal, no decoration.",
    "suffix": "No cool tones, no blue, no gray shadows, no dark zones. Warm throughout.",
    "hero_16x9": "{prefix} Wide 16:9 composition with space for text overlay. {subject}. {angle}. {suffix}",
    "accent_3x4": "{prefix} Vertical 3:4 composition, tight crop. {subject}. {angle}. {suffix}"
  },

  "models": {
    "primary": "gemini-2.5-flash-image",
    "secondary": "imagen-4.0-generate-001",
    "note": "Flash produces warmer results. Imagen for higher resolution. gemini-3-pro-image-preview often 503s."
  },

  "slides_image_map": {
    "1_cover": {"type": "hero_16x9", "subject": "Fat block unwrapping from butter paper, reveal moment", "angle": "3/4 or eye level"},
    "2_fat_dialed_in": {"type": "accent_3x4", "subject": "Precision-cut fat block on warm marble", "angle": "3/4"},
    "3_grown_not_made": {"type": "hero_16x9", "subject": "Extreme macro fat texture, full frame", "angle": "macro"},
    "4_plant_based_failed": {"type": "accent_3x4", "subject": "Sad plant-based product — pale, waxy, wrong", "angle": "3/4"},
    "5_fat_is_heart": {"type": "hero_16x9", "subject": "Fat melting into amber pool with cream foam", "angle": "eye level or low"},
    "6_400_fatty_acids": {"type": "accent_3x4", "subject": "Fat crystal macro, warm scientific feel", "angle": "macro"},
    "7_alternatives_fall_short": {"type": "accent_3x4", "subject": "Coconut oil — cold, white, waxy contrast", "angle": "3/4"},
    "8_market_share": {"type": "hero_16x9", "subject": "Warm golden texture background at low opacity", "angle": "macro"},
    "9_opportunity": {"type": "hero_16x9", "subject": "Croissant torn open, golden layers, organic interior", "angle": "3/4 or macro"},
    "10_breakthrough": {"type": "accent_3x4", "subject": "Raw fat block on butter paper — the product", "angle": "eye level"},
    "11_capabilities": {"type": "accent_3x4", "subject": "Bioreactor/algae in warm golden light", "angle": "3/4"},
    "13_built_to_scale": {"type": "accent_3x4", "subject": "Cultivation facility, warm golden", "angle": "3/4"},
    "14_milestones": {"type": "hero_16x9", "subject": "Warm golden texture background", "angle": "macro"},
    "15_growth_plan": {"type": "accent_3x4", "subject": "Professional kitchen application", "angle": "3/4"},
    "17_the_ask": {"type": "hero_16x9", "subject": "Warm golden texture background", "angle": "macro"},
    "18_appendix": {"type": "hero_16x9", "subject": "Warm golden texture divider", "angle": "macro"},
    "21_market_thesis": {"type": "accent_3x4", "subject": "Yogurt/dessert application", "angle": "3/4"}
  }
}