ELA · PROMO FILM · STORYBOARD · ROUND 2

B · Four things

Product-forward and the most buildable of the three. The film opens inside the app on the arrival celebration, where the people standing by are introduced and fold into the home screen. One real phone then runs the whole flow on the right and never leaves the frame; on the left, four lines land on the exact frame their timeline rows appear. Two short pushes go deeper: the family's phone opening the private link on Google Maps, and the case chat with the ops team.

Round 2 changes. Arrival-celebration prologue added (the founder's requested animation). Sync law: the phone is never ahead of the words; the timeline builds row by row. Family and human-team sub-frames added. Watch on the light canvas, no dark container. No rebuilt product UI anywhere: every screen is a real capture; rows not yet true are masked. Runtime 34 s.

runtime: 34 s · 1920×1080 · 60 fps · 100 BPM (one bar = 2.4 s, 36 frames per beat)
motif: The phone never leaves the frame: the film opens inside it, the camera only pushes, racks and pulls around it, and the cast introduced in the first six seconds comes back as the four lines at the send.
sound: The prologue is scored, not sound-designed (the app is silent by law): a soft pad that warms as each leg ignites. Three quiet ticks on the hold, a metronome under the countdown, a 100 BPM pulse from the send that drops one warm note on each line, one chord at the lockup, then room tone.
different: Where A abstracts the product into a relayed dot and C makes typography the subject, B shows the real screens continuously and makes the four rows of the live timeline the whole argument.

ELA

ELA home after the fold: Protected, the disc, Who's standing by

RECORDED AT BUILD TIME · ESSENTIAL ROSTER

SHOWN: THE SETTLED END FRAME

SUB-BEATS · IN-APP ~13 s → 6 s0:00 WELCOME TO ELA0:01.2 LAW FIRM ON CALL · 21:42:070:02.0 CONSULATE ROUTE READY · 21:42:070:02.6 RING CLOSES · YOU'RE PROTECTED0:04.4 THE FOLD → WHO'S STANDING BY0:05.5 THE DISC LANDS

t = 0:00–0:06 · bars 1–2½

Prologue · the arrival celebration

On screen: No words of ours. The phone is centred and alone; inside it the app's own arrival celebration plays: the cold title Welcome to ELA over a dark ring track → the standing-by legs ignite one by one with mono GST stamps, Law firm on call then Consulate route ready (Essential roster, so no insurance line) → each leg draws an equal ring segment → the ring closes, a bloom, one haptic, the title commits You're protected → the read hold → THE FOLD: the box morphs into the real Who's standing by row at the bottom of home, the ring fades, and the disc lands with weight. The board shows the settled end frame (real home capture); the earlier beats have no static capture and are recorded, not drawn.
Motion: All of it is the app's (arrivalWatch.ts, founder-signed 2026-08-18). In-app it runs ~13 s; the film compresses it to 6 s with a speed ramp through the read hold (the ignitions and the fold stay at real speed so they read; the hold between them is shortened). The camera is still. The phone is slightly larger than its stage size (236 px of frame width) so the fold is legible.
Sound: Room tone, then a soft pad that gains one voice per ignition (two voices by the ring close). A single low note on the disc landing. Nothing percussive: this is the exhale, not applause.
Hand-off: The disc has landed. The phone slides right into its stage position (450 ms, house easing) and the left column wakes with the first words as it settles. No cut.
Build: Recorded on the simulator on a fresh install (the celebration plays once per member: marker in the app's Documents dir) via the protection-moment seed with an Essential entitlement. Shield would add Insurance application submitted as a third leg; open to the founder.

ELA

Three seconds.
That's your whole job.

Press and hold the disc. You don't type anything, call anyone, or explain.

HOLD RING · THE APP DRAWS IT · RECORDED

t = 0:06–0:09.6 · bars 3½–5

The hold

On screen: Three seconds. That's your whole job. then the sub-line Press and hold the disc. You don't type anything, call anyone, or explain. Phone shows the real home screen: Protected · HOLD TO ARM. The app's own hold ring draws for exactly 3 s; the press is conveyed by the ring and the arm wash, no hand or drawn marker.
Motion: The two display lines land on beats 1 and 3 of the bar, each a fade + 16 px rise; the sub-line follows a beat later. The ring is the app's (recorded), linear because it is a timer; the arm wash darkens the canvas as it closes. Nothing is drawn over the screen.
Sound: Three quiet ticks at 0:06.6, 0:07.8, 0:09.0 as the ring passes each third. The pad holds.
Hand-off: The ring closes at 0:09.6. The screen content itself becomes the countdown: no cut, the phone stays put.
Build: Recorded: the 10-home-active seed plus a real press on the simulator. The only mint capture of a mid-hold ring is the rehearsal step (labelled PRACTICE), so it is not used; assets/phone/flow-arm.mp4 is a pre-retheme gold recording and is not used either.

ELA

A short countdown begins.

If the moment passes, slide “I'm safe” and nothing happens. If you can't, ELA sends.

SENDING IN 0:23 · THE ONE RED SURFACE

Pre-dispatch countdown: Sending help in 0:23, Send help now, Slide to cancel — I'm safe

t = 0:09.6–0:12 · bar 5

The countdown

On screen: A short countdown begins. Sub-line verbatim from the voice track: If the moment passes, slide “I'm safe” and nothing happens. If you can't, ELA sends. Phone shows the real pre-dispatch screen: SENDING HELP IN 0:23, the red Send help now, Slide to cancel — I'm safe.
Motion: Nothing moves but the timer. The mono digits count 0:23 → 0:21 in real time. Left copy swaps with a 300 ms rise. The red button is the only red in the frame.
Sound: The pad thins to a single held note. A quiet metronome click on every second of the timer. No pulse yet.
Hand-off: At 0:12 The red drains to forest as the screen becomes the live case. The phone still has not moved.

ELA

Everything else
is ours now.

The response runs on our servers, not your screen.

Active case, the instant of the send: Case opened

ROWS APPEAR AS THEY HAPPEN

ROW 1 ONLY · CASE OPENED

t = 0:12–0:14.4 · bar 6

The send

On screen: Everything else is ours now. Sub-line The response runs on our servers, not your screen. Phone shows the real active-case screen (reaching state): CASE ACTIVE, the live-location strip, the hero, and a timeline with ONE row: Case opened · Profile + location sent to the response team. Nothing else has happened yet, so nothing else is shown.
Motion: Slow push toward the phone (scale 1.0 → 1.25 over the bar, house easing). The headline lands in one piece on the downbeat: the first "we/ours" of the film. The masked area in the board marks rows that do not exist yet.
Sound: One low resolve note on the downbeat. The 100 BPM pulse begins here, soft.
Hand-off: The push continues into F5; the headline shrinks up into a small header while the first of the four lines takes its place, on the same frame the second row appears.

ELA

A vetted law firm is notified.Engaged the moment it accepts. If it can't act, ELA is already finding another.
Your consulate is informed.
Your family gets a private live link.
A human team tracks the case.

Timeline: Case opened; Law firm — reaching now, a vetted UAE law firm was notified

ROW 2 · LAW FIRM · SAME FRAME AS THE WORDS

t = 0:14.4–0:16.8 · bar 7

Line one · the law firm

On screen: Four lines are stacked at the left; only the first is inked: A vetted law firm is notified. with the small line Engaged the moment it accepts. If it can't act, ELA is already finding another. The other three sit as ghosts. On the SAME frame the timeline gains its second row: Law firm · REACHING NOW · 15:41 · A vetted UAE law firm was notified. The phone is pushed in so that row is the largest thing on the right.
Motion: Push-in reaches scale 1.9, framed on rows 1–2. The new row enters with the app's own rise (300 ms); the REACHING NOW pill breathes once (the app's 1.6 s dot pulse). Line one inks from ghost to full on the downbeat with its forest rail drawing top-to-bottom. Word and row share the downbeat frame.
Sound: Pulse continues; one warm note (the first of four, ascending) on the downbeat as the line inks.
Hand-off: The camera pans down by one row per bar; the left stack does not move, only the ink travels down it. Each pan lands as the next row appears.

ELA

A vetted law firm is notified.
Your consulate is informed.Your consulate's emergency desk gets the case brief.
Your family gets a private live link.
A human team tracks the case.

Timeline: consulate duty desk notified · delivered

ROW 3 · CONSULATE · SAME FRAME

t = 0:16.8–0:19.2 · bar 8

Line two · the consulate

On screen: Line one settles to rail-green; Your consulate is informed. inks with the small line Your consulate's emergency desk gets the case brief. On the same frame the third row appears: GB consulate duty desk · Notified · Delivered, its check disc filling forest (the app's completed-node state).
Motion: Camera pans down one row at the same 1.9 scale (house easing, 450 ms). Row 3 rises in; its check fills on the downbeat. Ink travels down the left rail one line per bar.
Sound: Note two of the ascending four, on the downbeat. Pulse steady.
Hand-off: One more row down as line three inks and row 4 appears.

ELA

A vetted law firm is notified.
Your consulate is informed.
Your family gets a private live link.Live location, each milestone, the acting lawyer's name. Sent only to the people you chose.
A human team tracks the case.

Timeline: trusted contact notified · delivered

ROW 4 · TRUSTED CONTACT · SAME FRAME

t = 0:19.2–0:21.6 · bar 9

Line three · the family

On screen: Lines one and two settle; Your family gets a private live link. inks with the small line Live location, each milestone, the acting lawyer's name. Sent only to the people you chose. Same frame: row 4 appears, Trusted contact · Notified · Delivered, check filling.
Motion: Pan down one row; row 4 rises in and its check fills on the downbeat. The left rail inks line three.
Sound: Note three, on the downbeat.
Hand-off: Rack focus. The member's phone loses focus and slides left; a second phone, the trusted contact's, rises into the stage from the bottom right. The line-three copy stays inked.

ELA

A vetted law firm is notified.
Your consulate is informed.
Your family gets a private live link.A message with the link. It opens the case status and your live location.
A human team tracks the case.

The trusted contact's phone: the live location pin on Google Maps, Dubai Marina

CONTACT'S PHONE · LINK → GOOGLE MAPS

t = 0:21.6–0:24 · bar 10

Sub-frame · what the family sees

On screen: Line three stays inked; its small line changes to A message with the link. It opens the case status and your live location. The trusted contact's phone takes the stage: the private-link message arrives (a plain iOS notification, recorded), they tap it, the case status opens, they tap Open in Google Maps, and the real Google Maps pin lands on the member's live location. The board shows that last, real frame: the Google pin over Dubai Marina, attribution kept.
Motion: Rack focus from the member's phone (blur 0 → 6 px, drifts left, 55 % opacity) to the contact's phone rising into the stage (460 ms, sheet easing). Inside it, three real screens in quick succession: notification → case status → map, each a 300 ms push. The map settles on the pin for the last beat.
Sound: A single soft message tone on the notification (not the pulse); the pulse resumes under the map.
Hand-off: Rack focus back: the member's phone returns to the stage on the same frame line four inks and row 5 appears; the contact's phone drops out of the bottom right.
Build: Real: the Google Maps pin (assets/maps/google-maps-pin-phone-crop.png). Recorded at build time: the notification and the case-status page. The case-status page is still on the old gold-on-ink language, so it is not drawn here; it gets its mint retheme before the record day, or the push goes notification → map directly.

ELA

A vetted law firm is notified.

Your consulate is informed.

Your family gets a private live link.

A human team tracks the case.Phone locked, dead, or taken: it still runs.

EXAMPLE TIMELINE — TIMINGS VARY BY CASE

Timeline: ELA response team, your lawyer calls you

ROWS 5–6 · ELA RESPONSE TEAM · SAME FRAME

t = 0:24–0:26.4 · bar 11

Line four · the human team

On screen: Lines one to three settle to rail-green; A human team tracks the case. inks with the small line Phone locked, dead, or taken: it still runs. Under the stack, in mono: EXAMPLE TIMELINE — TIMINGS VARY BY CASE. Same frame: rows 5 and 6 appear, ELA response team · Queued — waiting for the response team and the pending Your lawyer calls you · A firm's name appears here when one accepts. Row 6 is a placeholder the app shows honestly; no firm is named.
Motion: Final pan down. Rows 5–6 rise in; the response-team node pulses (the app's pending-node loop). The EXAMPLE label fades in at 60 % opacity and stays until the lockup: it is the honesty line, so it does not blink.
Sound: Fourth and highest note. The pulse holds one more bar.
Hand-off: The member taps Message ELA ops… at the bottom of the screen; the case chat pushes up over the timeline (the app's 400 ms full-screen push).

ELA

A vetted law firm is notified.

Your consulate is informed.

Your family gets a private live link.

A human team tracks the case.Real people, on chat and voice. Type, or send a voice note.

EXAMPLE TIMELINE — TIMINGS VARY BY CASE

Case chat: ELA Ops · Case thread, composer: Tell us what's happening…

THREAD RECORDED AT BUILD TIME

CASE CHAT · VOICE NOTE RECORDED

t = 0:26.4–0:28.8 · bar 12

Sub-frame · the chat

On screen: Line four stays inked; its small line changes to Real people, on chat and voice. Type, or send a voice note. The phone shows the real case chat: header ELA Ops · Case thread with the case reference, the composer Tell us what's happening…. A coordinator message lands, the member holds the mic, the voice-note bar records a few seconds and sends; the note appears in the thread.
Motion: Chat pushes up (400 ms, the app's chatPush easing). One incoming bubble rises in (the app's 300 ms rise); the voice-note bar's waveform moves while the member speaks; the sent note slides into the thread. Camera still, phone at stage size so the whole thread is in frame.
Sound: The pulse softens under a short, muffled human voice (two words, unintelligible on purpose) during the voice note. One soft send tick.
Hand-off: The chat drops back down to the timeline; rack focus: the phone recedes and blurs, and the watch rises into the stage on the light canvas.
Build: Real capture (assets/chat/case-chat-screen.png, light v3) with its fixture bubbles masked; a real thread with one coordinator message and one voice note is recorded at build time. The voice-note consent sheet (real capture on file) is skipped in the film.

ELA

On your wrist too.

The watch mirrors the hold. If your phone is out of reach, three seconds on the wrist starts the same response.

Apple Watch on the light canvas: 2s, keep holding, release to stop

WATCH · REAL CAPTURE · NO CONTAINER

t = 0:28.8–0:31.2 · bar 13

The wrist

On screen: On your wrist too. with the sub-line The watch mirrors the hold. If your phone is out of reach, three seconds on the wrist starts the same response. The real Apple Watch capture sits directly on the light canvas, no panel: 2s · KEEP HOLDING · Release to stop, then the ring closes and the case-opened ledger appears.
Motion: The watch rises 24 px and settles (460 ms, sheet easing). Its face plays the real hold: counter 1s → 2s → 3s, the mint arc closing, then the ledger. The blurred phone drifts left and out.
Sound: Three quieter ticks again, on the wrist this time; the pulse stops on the ledger.
Hand-off: The watch's mint arc is the last green thing on screen. It shrinks toward the centre of the frame and becomes the keyhole's circle as the watch fades to canvas.
Build: Real framed captures (assets/watch-framed/holding-natural-fixed.png, hold-committed-black.png, case-opened-black.png, all with transparency). assets/watch/watch-sequence.mp4 is a pre-retheme red/gold recording and is not used; the hold is re-recorded on the watch simulator.

ELA

Coming soon to iPhone and Apple Watch

ela.now

ELA is a membership service, not an emergency service. In immediate danger, call 999.
Screens show how the service works; they are not a guarantee of any outcome.

t = 0:31.2–0:34 · bars 14–14⅙

Lockup

On screen: Keyhole mark, wordmark ELA, Coming soon to iPhone and Apple Watch, ela.now. Small print: ELA is a membership service, not an emergency service. In immediate danger, call 999. and Screens show how the service works; they are not a guarantee of any outcome.
Motion: The watch arc lands as the keyhole circle at 0:31.2; the polygon draws down from it (300 ms). Wordmark tracks in from .3em to .14em. Coming-soon line and URL rise on beat 3. Small print fades in last and holds. One second of stillness at the end.
Sound: One warm chord on the mark landing, tail into room tone. Nothing after.
Hand-off: End. The 9:16 cut stacks the same frames vertically: words above the phone instead of beside it; the prologue phone stays centred.

Build notes

Real screens vs code

Recorded on the simulator (inside a code phone frame): F1 the arrival celebration (fresh install, protection-moment seed, Essential entitlement; plays once per member), F2 the home hold with the app's own ring and arm wash, F3 the deadman countdown with its live timer, F4–F8 the reaching-your-law-firm state stepped row by row: the harness sets the case facts so rows exist only when true; if it cannot step rows live, record the full state once and reveal rows with masks on the beat (the board's grey masks mark exactly that). F7a the contact's phone: notification → case status → Google Maps. F8a the case chat with one coordinator message and one voice note. F9 the watch hold on the watch simulator.
Coded in Remotion: the phone and watch frame chrome, every camera move (push, pan, rack focus, the prologue slide-right), No product UI is drawn.
Never on screen: the firm name, the 15-minute line, gold or dark v2 screens, the old case-status page, the rehearsal (PRACTICE) screen, rhetorical questions.

Asset warning for the build. assets/phone/flow-arm.mp4, assets/phone/active-case.mp4 and assets/watch/watch-sequence.mp4 in the manifest are pre-retheme recordings (gold ring, serif numerals, red watch face). They are not used here and must not be used in the film. All motion beats are re-recorded on the mint build. assets/phone/hold-rehearsal.png is the PRACTICE screen, not the live hold.

Beat grid

100 BPM at 60 fps: 36 frames per beat, 144 per bar. The film is 14⅙ bars = 34 s. The prologue takes bars 1–2½; acts hand off on bar lines from bar 3½; the four lines land on the downbeats of bars 7, 8, 9, 11 (bar 10 is the family's phone). Each line's row appears on the same frame as its words.

Sync cues for the score (exported from the same timeline as the picture)

cue	time	what
ignite1 · ignite2 · ringClose · fold · discLand	0:01.2 · 0:02.0 · 0:02.6 · 0:04.4 · 0:05.5	pad gains a voice per ignition; low note on the disc landing
tick1 · tick2 · tick3	0:06.6 · 0:07.8 · 0:09.0	hold ring passes each third
countdown	0:09.6	pad thins to one note; metronome starts, one click per timer second
send	0:12.0	low resolve note; pulse begins
line1 · line2 · line3 · line4	0:14.4 · 0:16.8 · 0:19.2 · 0:24.0	ascending warm notes as each line inks and its row appears
message · voiceNote	0:21.8 · 0:27.2	soft message tone on the contact's phone; muffled voice under the chat
wrist	0:28.8	three quieter ticks; pulse stops on the ledger
lockup	0:31.2	chord on the mark; room tone to end

Open

F3 shows the member tapping Send help now; the deadman would send at zero anyway. The honest "waited to zero" beat adds 3 s (film to 37 s).
Prologue roster: Essential (two legs, no insurance line) as drawn, or Shield (three legs incl. Insurance application submitted). Founder's call.
The contact's case-status page is on the old gold-on-ink language; retheme it before the record day or go notification → map directly.