feat(skills): add content-culture calibration + use-real-subject

skills/hyperframes/references/prompt-expansion.md

@@ -32,6 +32,51 @@ The quality gap between a single-pass composition and a multi-scene-pipeline com
 
 **Do not skip. Do not pass through.** Single-scene compositions and trivial edits are the only exceptions.
 
+## Before you enrich: calibrate to content culture
+
+Enrichment without calibration is the main failure mode of always-enrich. Before picking decoratives, motion, and narrative arc, identify the composition's **genre** and pick the energy register the genre expects. Reach for enrichment inside that register.
+
+The failure mode this rule corrects: a running-shoes teaser treated as an introspective narrative (stillness → ignition → claim) is clever but wrong — consumer-brand launches exist to pump the viewer up, not to make them contemplate. Similarly, a documentary about a 1936 photograph treated with tech-product chrome (ghost watermarks, coord stamps, corner registration ticks) fights the tone.
+
+| Genre                                                           | Energy register                        | What the genre wants                                                                                                                                          | What the genre does NOT want                                                                                                        |
+| --------------------------------------------------------------- | -------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------------------------------------------------- |
+| **Consumer brand launch** (sports, fashion, beverage, CPG)      | Bold, kinetic, in-your-face            | Display typography at scale (200px+), marquee motion, beat-synced cuts, oversized color blocks, counters ticking live, confidence in short bursts             | Introspective narrative arcs, contemplative opening scenes, whisper captions, "journey" framing                                     |
+| **Product demo** (SaaS, B2B, developer tools)                   | Confident, measured, purposeful        | The product doing its actual thing — pipeline moving, values changing, workflows running. Arc follows the product's real flow, not a marketing template       | Problem-hook → stat → product → proof → CTA when the product itself is more interesting than the pitch                              |
+| **Technical explainer** (science, engineering, how-things-work) | Clear, labeled, progressively revealed | Diagrams that build — each scene adds a labeled entity to the previous one. Restrained. Numbers with units.                                                   | Dramatic reveals, bombastic typography, "sci-fi" moves                                                                              |
+| **Documentary / archival**                                      | Quiet, reverent, observational         | Long holds (4+ seconds of stillness per scene), restrained typography, the subject doing the work. Minimal decoration.                                        | Tech-product chrome (registration marks / coord stamps / ghost words / tick rails), bouncy eases, ambient "breathing" on everything |
+| **Editorial / brand story** (luxury, fashion, lifestyle)        | Warm, writerly, mood-driven            | Serif headlines, pull-quotes held unchanged for seconds, generous whitespace, mono metadata only for factual anchors (dates, places, credits). Magazine feel. | Dashboard chrome, data-UI patterns, tabular numbers, dense HUDs                                                                     |
+| **News / social / viral**                                       | Snappy, high-contrast, caption-forward | Big readable text, fast cuts, stacked caption layers, short scene durations (1.5–3s), urgency                                                                 | Slow eases, ambient drift, "breathing" decoratives                                                                                  |
+
+**Always-enrich has a known over-rotation: it reaches for narrative reframes on any prompt.** For brand/consumer content, that reframe costs you the genre's native energy. The expansion should choose the register FIRST, then decide what to enrich.
+
+### How to apply
+
+1. Read the user's prompt. Identify the single-most-likely genre from the table above.
+2. Pick the energy register. Note what it does NOT want.
+3. NOW enrich — decoratives, motion, narrative arc — staying inside that register.
+
+If the prompt's genre is ambiguous, check `design.md`'s mood field — it often disambiguates (`mood: bold, athletic, kinetic` means brand-launch register, not documentary).
+
+## Use the real subject when it exists
+
+If the composition is about a specific, named, real-world artifact — a photograph, painting, song, public figure's recorded words, a real company's UI, a historical event — and that artifact is accessible via public sources, **use it**. Don't abstract it to a placeholder to preserve a skill rule.
+
+- A documentary about Dorothea Lange's 1936 "Migrant Mother" → fetch the photograph (it's in Library of Congress FSA/OWI collection, public-domain-equivalent, IIIF accessible). Don't ship a `[ PHOTOGRAPH ]` placeholder caption.
+- A piece about Vermeer's "Girl with a Pearl Earring" → fetch the painting (Mauritshuis has open-access imagery).
+- A 1969 moon landing piece → specific NASA photographs exist in NASA's open archive.
+- A piece about a specific public figure's speech → quote their actual words when available.
+- A product demo for a well-known company → their actual UI and brand are canonical; use them unless the prompt says otherwise.
+
+**R4 (persistent-element continuity morph) applies to HOW you present the subject**, not WHETHER to use a real one. When both are available, use both — fetch the real artifact AND structure it via a persistent overlay that migrates across transitions.
+
+### When to abstract instead
+
+- The subject doesn't exist yet (a fictional brand launch).
+- The subject is private / proprietary / unavailable (an unreleased product).
+- Using the real subject would require violating license or consent (a living person who hasn't consented to this use).
+
+These are the exceptions. The default is: use what's real.
+
 ## What to generate
 
 Expand into a full production prompt with these sections: