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const services = [
  {
    code: "01",
    title: "Brand films",
    sub: "Cinematic short-form, anthems, narrative spots.",
    body: "Campaign-ready films with the emotional register of traditional production and the velocity of a modern pipeline. One hero piece, or a series.",
    output: "Film / Anthem / Narrative",
  },
  {
    code: "02",
    title: "Creative systems",
    sub: "Reusable production engines for always-on brands.",
    body: "A defined visual grammar and versioning logic so every asset — across channels, formats, and markets — looks made by the same hand.",
    output: "System / Playbook / Pipeline",
  },
  {
    code: "03",
    title: "Concept & direction",
    sub: "Frames, treatments, visual targets before the spend.",
    body: "Fast, defensible creative exploration — references, sequences, and frames your stakeholders can align on before a single shot is made.",
    output: "Treatment / Frames / Previs",
  },
  {
    code: "04",
    title: "Post & versioning",
    sub: "Edit, grade, localize, deliver.",
    body: "Finish-grade post for AI-native and hybrid footage. Cutdowns, aspect adaptations, localization, and platform-correct deliverables.",
    output: "Edit / Grade / Masters",
  },
  {
    code: "05",
    title: "Brand worlds",
    sub: "Stills, motion, and texture that hold together.",
    body: "Visual universes — campaign imagery, editorial stills, looped motion — composed to feel authored, not assembled.",
    output: "Imagery / Motion / Texture",
  },
  {
    code: "06",
    title: "Studio advisory",
    sub: "Integrating AI without collapsing quality.",
    body: "For in-house teams and agencies: tooling choices, workflow design, review loops, and guardrails that keep taste intact at speed.",
    output: "Advisory / Workflow / Audit",
  },
];

const projects = [
  {
    num: "044",
    slug: "first-day",
    title: "First Day",
    client: "Internal — studio reel",
    category: "Brand film",
    year: "2026",
    aspect: "1:1",
    runtime: "2:14",
    summary: "A cinematic proof — a quiet 1980s opening sequence built to demonstrate emotional register, grain, and editorial restraint.",
  },
  {
    num: "038",
    slug: "heritage-system",
    title: "Heritage / Atelier",
    client: "European leather house",
    category: "Creative system",
    year: "2025",
    aspect: "16:9 · 9:16 · 4:5",
    runtime: "340 assets",
    summary: "A visual system for seasonal drops and always-on content — one aesthetic, fourteen markets, three hundred finished frames.",
  },
  {
    num: "031",
    slug: "atlas-launch",
    title: "Atlas, v1",
    client: "Enterprise software — launch",
    category: "Launch film",
    year: "2025",
    aspect: "16:9",
    runtime: "1:45 + cutdowns",
    summary: "A product launch film replacing a six-figure shoot with a directed AI pipeline. Shipped in under three weeks.",
  },
  {
    num: "027",
    slug: "north-capital",
    title: "North Capital",
    client: "Private equity brand refresh",
    category: "Brand visuals",
    year: "2025",
    aspect: "Still + motion",
    runtime: "12 frames · 6 loops",
    summary: "An editorial library — architectural stills, slow-motion gesture, still-life — replacing the firm's stock photography across every touchpoint.",
  },
];

const principles = [
  {
    num: "I",
    t: "Judgment before automation.",
    d: "Tools change weekly. Taste does not. Every frame is directed, every choice defensible — the AI does the labor, not the thinking.",
  },
  {
    num: "II",
    t: "One clear voice.",
    d: "A brand should not look like a committee. We hold the visual grammar across every asset, every format, every cutdown.",
  },
  {
    num: "III",
    t: "Speed as a form of respect.",
    d: "Clients pay for velocity. We protect it by building small teams, short loops, and the hard no's that keep a project from drifting.",
  },
  {
    num: "IV",
    t: "Finish like it matters.",
    d: "Grade, grain, silence, weight. The last ten percent is where work becomes trustworthy.",
  },
];

const processSteps = [
  {
    n: "01",
    t: "Frame",
    dur: "Week 0",
    d: "We define the visual target, the audience, and the standard the work has to clear. One page. Agreed in writing.",
  },
  {
    n: "02",
    t: "Model",
    dur: "Week 1",
    d: "Prompts, references, system logic, constraints. The machine gets its rails before it gets its assignment.",
  },
  {
    n: "03",
    t: "Direct",
    dur: "Week 1–3",
    d: "We iterate with intention — selecting for taste, continuity, and narrative clarity. You see work early and often.",
  },
  {
    n: "04",
    t: "Refine",
    dur: "Week 3–4",
    d: "Cut, grade, clean, shape. Sound, silence, pace. The last ten percent.",
  },
  {
    n: "05",
    t: "Deliver",
    dur: "Week 4+",
    d: "Masters, versions, localization, platform specs. Archived, tagged, handed over.",
  },
];

const fit = {
  yes: [
    "You treat the work as the marketing — not a line item beneath it.",
    "You can hold one clear creative direction across a team.",
    "You want AI to compress schedule, not to cheapen the frame.",
    "You are comfortable deciding quickly when shown something good.",
  ],
  no: [
    "You want a feed of endless generic variations.",
    "You need ten stakeholders to approve every cut.",
    "You're looking for the cheapest version of what you already have.",
    "You want the tool to be the story.",
  ],
};

const journal = [
  {
    href: "https://anselstudio.xyz/journal/silence-is-a-production-value",
    date: "2026.04.02",
    cat: "Essay",
    readTime: "6 min",
    t: "Silence is a production value.",
    sub: "On restraint, and what the edit refuses to show.",
  },
  {
    href: "https://anselstudio.xyz/journal/three-weeks-one-system",
    date: "2026.03.14",
    cat: "Field note",
    readTime: "9 min",
    t: "Three weeks, one system.",
    sub: "How we shipped a 340-asset campaign without losing the grain.",
  },
  {
    href: "https://anselstudio.xyz/journal/on-the-word-automated",
    date: "2026.02.27",
    cat: "Studio",
    readTime: "4 min",
    t: "On the word \"automated.\"",
    sub: "Why we don't use it, even when it's technically true.",
  },
];

const faqs = [
  {
    q: "What does “AI production” actually mean here?",
    a: "It means the studio uses a directed AI pipeline — image models, motion models, generative editing tools — the way a traditional studio uses a camera department, a grip truck, and an edit bay. The creative decisions, frame selection, grade, pacing, and finish are made by humans. The machines do the labor.",
  },
  {
    q: "Is this instead of traditional production, or alongside it?",
    a: "Both. Most of our engagements are AI-native. A growing share are hybrid — a shot day folded into a directed pipeline, or the pipeline used to extend and version a traditional shoot. We do what the brief needs.",
  },
  {
    q: "How fast can you realistically move?",
    a: "A focused brand film lands in three to four weeks. A cutdown system off an existing master lands in days. Campaign systems run four to eight weeks depending on scope. We build a schedule with you in week zero and publish a Friday status every week.",
  },
  {
    q: "Will this look like everyone else's AI work?",
    a: "That is the whole problem we are solving. We refuse the default aesthetic. The work is graded, grained, restrained, and directed the way we would direct a camera. Our reel is the only reasonable answer here.",
  },
  {
    q: "Do you work with our existing brand system?",
    a: "Yes. We translate your existing guidelines — type, grade, motion vocabulary, tone — into a production system. If your brand system is thin, we can shape the parts that touch moving image and imagery.",
  },
  {
    q: "Who actually does the work?",
    a: "A small, senior team — two to four people per engagement — led by the studio director. We do not subcontract creative judgment. We do loop in specialist collaborators (sound, grade, music) project by project.",
  },
  {
    q: "Do you take on retainers?",
    a: "Selectively. A retainer is right when a brand has a continuous content engine and needs one hand holding the aesthetic across quarters. We cap retainers so we can stay serious about each one.",
  },
  {
    q: "What's the minimum engagement?",
    a: "We don't publish a number, but most engagements start in the mid five figures. The small end is a single deliverable or a concept sprint. Below that, a studio of this size isn't the right partner for you.",
  },
];

window.ANSEL_DATA = { services, projects, principles, processSteps, fit, faqs, journal };