// Start of the UGC pipeline for persona research, creator profiles, format selection, and scriptwriting. Use when the user is clearly asking for messaging work rather than broad full-pipeline orchestration.
One-time brand initialization. Given a brand name and URL, researches the brand and generates the three workspace/brand/ files that the rest of the pipeline reads. Run once per brand before any campaign work.
Router and orchestrator for AI UGC video production. Use for broad outcome requests like making a UGC video or running a campaign; it routes step-specific requests to the right sub-skill and can drive the full pipeline from persona research through virality-scored video.
ScrollClaw system — core doctrine, format selection, pipeline routing, and anti-patterns. Loaded into every UGC conversation.
Assembly stage for UGC videos. Handles stitch mode, post mode, captions mode, or full-assemble mode when the user is explicitly working on finalizing an existing campaign video.
Animate first frames into A-roll talking head clips. Uses Sora 2 via fal.ai (primary) with Kling 3 auto-fallback when Sora is unavailable or sunset.
Generate B-roll environment and product shots with Kling 3 via fal.ai. Environment matching, cut timing, and visual-only clips that play under continuous voice.
| name | scrollclaw-persona |
| description | Start of the UGC pipeline for persona research, creator profiles, format selection, and scriptwriting. Use when the user is clearly asking for messaging work rather than broad full-pipeline orchestration. |
| metadata | {"openclaw":{"emoji":"🎭","user-invocable":true,"triggers":["persona research","ugc persona","ugc script","ugc research","write ugc script","creator profile","format selection","script rewrite"]}} |
Everything starts here. No first frames, no animation, no audio until the messaging is locked.
Read references/persona-research.md. Minimum 60 minutes mining competitor reviews on Amazon, Trustpilot, Reddit. Copy exact phrases — do not paraphrase.
You're looking for exact language, not information:
Specific language produces viewers who can viscerally imagine the result. Generic language produces viewers who merely understand it's possible. The first converts. The second doesn't.
Load brand voice file if it exists. Know the product, the audience, the vibe.
Each creator gets a profile in workspace/campaigns/<slug>/creators/creator-<name>.md for campaign-specific work, or workspace/creators/creator-<name>.md for reusable global profiles. Read references/script-voice.md for voice calibration.
bash scripts/create-creator.sh <workspace> <creator-name>
Refer to the format table in the system context (loaded automatically). Ask the user what they're making and guide them.
For Hook Face + Demo: always recommend real demo footage (screen recording) over AI-generated demo. The hook face stops the scroll — the demo should be the real product. Use scripts/build-hook-demo.sh to combine.
Read references/script-voice.md. Use exact phrases from persona research. Test every line: if it sounds like a copywriter wrote it, rewrite until it sounds like someone talking to their phone.
FORMAT ENFORCEMENT (mandatory): Before writing, pull the shot breakdown from the format table in the system context (loaded automatically) for the chosen format. The script MUST map to the shot breakdown:
| Format | Script must have |
|---|---|
| Talking Head | Hook (0-4s) + Show (4-12s) + Verdict (12-20s). SHOW must include a visual action. |
| Hook Face + Demo | Hook face with emotion + text (0-4s) + hard cut + Demo (4-14s). Hook has NO dialogue. |
| Podcast Clip | Mid-conversation entry + The take + The beat. Must reference unseen host. |
| Visual Transformation | Hook frame with concept name + Before + Turning point + After + Close |
| Hybrid Transformation | Talking head before + Slideshow mechanism bridge + Talking head after |
| Wall of Text | Dense text only — no voice, no video gen |
Validation: After writing, map each line to a segment. If any segment is missing or the script is one continuous monologue with no visual structure — rewrite. A script without visual beats is not a script, it's a ramble.
Present the script to the user for approval before generating anything. Include the segment mapping. User can override with "skip approval" for autonomous generation.
Mark the script with [A-ROLL] and [B-ROLL] tags. A-roll = Sora (talking head + dialogue). B-roll = Kling (everything else). Voice runs continuously over B-roll.
| File | Purpose |
|---|---|
workspace/brand/voice-profile.md | Script tone calibration — if brand voice is "conversational-direct," lean into informal breaks and real pauses |
workspace/brand/positioning.md | Which pain points to emphasize; how the product differentiates |
workspace/brand/audience.md | Creator archetype selection — anchors age, lifestyle, aesthetic |
workspace/campaigns/<slug>/brief.md | Campaign-specific product, goal, and format direction |
| File | Notes |
|---|---|
workspace/campaigns/<slug>/persona-research.md | Extracted phrases, pain points, exact customer language |
workspace/campaigns/<slug>/creators/creator-<name>.md | Campaign-specific creator profile |
workspace/creators/creator-<name>.md | Global reusable profile (when creator will appear across campaigns) |
workspace/campaigns/<slug>/scripts/<format>-script.md | Approved script with A/B-roll tags |
📋 Context loaded for campaign: <slug>
✓ Brand voice: <tone from voice-profile.md> (workspace/brand/voice-profile.md)
✓ Positioning: <one-line summary> (workspace/brand/positioning.md)
✗ No audience file found — creator archetype will be inferred from campaign brief
✓ Campaign brief: workspace/campaigns/<slug>/brief.md
Handle missing files gracefully. Never error. Proceed standalone with a note.
workspace/brand/{voice-profile,positioning,audience}.md, existing creator profiles, format preferenceworkspace/campaigns/<slug>/brief.md, and upstream brand memory files[A-ROLL] and [B-ROLL] tagsworkspace/campaigns/<slug>/ plus inline script review for approval/first-frame, /animate, /b-roll, /assemble, /scoreworkspace/campaigns/<slug>/persona-research.mdworkspace/campaigns/<slug>/creators/ (or workspace/creators/ for global)workspace/campaigns/<slug>/scripts/<format>-script.mdScript approved → run /first-frame to generate the canonical face image.