Arden Fair × UnchARTed · Ad deck · Aug 2026

Ofrendas y Recuerdos

Every deliverable carries a short code you can say out loud on a call. EL15H-B is El Zapateado, fifteen seconds, horizontal, variant B.

Portrait · Fifteen seconds

3 · P15 Shorts / Reels / TikTok

→ End-card study: eight CTA designs to choose from

EL15P-C: La Tarde's graphics on the fifteen — structure A, built and delivered below in both languages. How the two structures were compared →

Source is 720×1280, so these are a 1.5× scale with no crop — the framing is exactly what the camera operator shot.

EL15P-A

El Zapateado
9:16 · 15s · 1080×1920 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

The drum you see struck is the beat you hear. Ceremony, children and spectacle inside fifteen seconds. Since round 53 the close lands at 11.4s and holds 3.6s — the butterfly closer is now end card, one second more of the card on screen.

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EL15P-B

El Zapateado · B
9:16 · 15s · 1080×1920 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

The identity card — arden fair presents Ofrendas y Recuerdos — lands at 3.1s, once the drum, the chalice and the procession have earned attention, and holds four beats, two seconds (it replaced the kid hat-tip shot in round 53). The close then swaps that block for JOIN US in gold over the details. Brand in the middle, call to action at the end.

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EL15P-C

El Zapateado · La Tarde
9:16 · 15s · 1080×1920 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

La Tarde as a film. The carousel you picked, carried into the fifteen: the identity card at 1.0s, PERFORMANCES over the dancing rather than beside it, then the community altar and arts & crafts as the carousel's own photographs. The cards are drawn by the carousel's own builder on its grid, but the film's copies carry no ruby tint (round 59): the photographs run clean here while the approved carousel keeps its wash, and each card's type plate is still asserted identical to its carousel twin, so only the background differs. The footage is ungraded too - the magenta cast is off the moving shots, and the tint now lives only on the end title. The waves slide in once and hold for the whole spot, so card → footage → card is continuous at the pixel. The feature graphics carry the headline alone (round 56 — the three sub-lines are gone from the film AND from the Meta carousel; each headline holds its exact position, because the layout still reserves the line's space rather than closing up). The one thing the film owns is the end title, typeset like the -B end card (round 54), asserted to match that card's type plate exactly.

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Square · Fifteen seconds

3 · S15 feed posts — Instagram, Facebook

Built from the portrait master rather than re-cut: the same 720×1280 source scaled to 1080 wide — the identical 1.5× as the portrait, so there is no extra upscale — then a 1:1 window taken from it, sitting slightly above centre so hats and headdresses stay in frame.

EL15S-C: the square twin of the same storyboard — built and delivered below. How the two structures were compared →

EL15S-A

El Zapateado
1:1 · 15s · 1080×1080 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

The A cut squared — same edit, same music, cropped 1:1 from the portrait master at the same 1.5× scale, so there is no extra upscale. Like EL15P-A, the close now lands at 11.4s and holds 3.6s.

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EL15S-B

El Zapateado · B
1:1 · 15s · 1080×1080 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

The B cut squared: identity card at 3.1s for two seconds, JOIN US close.

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EL15S-C

El Zapateado · La Tarde
1:1 · 15s · 1080×1080 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

EL15P-C squared. Same edit and the same cards — the feature graphics carry the headline alone, and the end title is typeset like the -B card — but the footage is framed 1:1 per shot from the source rather than cropped out of the portrait master: the chalice raise and the arms-out skirt need different windows at 1:1 to stay clear of the waves and the type.

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→ EL15H-B: the voiceover reads — excitement tags and the Spanish brand name to choose from

→ El Héroe close: the live design and the flipped alternatives to choose from

Horizontal · Fifteen seconds

2 · H15 YouTube in-stream · El Héroe

→ Layout study: swapping a video panel for headline copy

El Héroe: one cropped hero fills the left two-thirds and a copy rail holds the right. The rail is not a panel with a ground of its own — it is the right third of the closing card, cropped from the identical photograph and waves, so when a hard edge wipes right to left at 12.07s the close reads as a reveal of the artwork you have been looking at all along.

The cost, stated plainly: a 720-wide source filling 1280×1080 is a 1.78× upscale — the only element in the set above 1.5×. Worth judging on a big screen.

EL15H-A

El Héroe
El Zapateado
16:9 · 15s · 1920×1080 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

El Héroe: one cropped hero across the left two-thirds with a copy rail on the right. The rail is the right third of the closing card — same photograph, same waves — so when a hard edge wipes right to left at 12.1s, the close reads as a reveal of the artwork you have been looking at all along. The rail carries the identity, then swaps to “A Celebration of Hispanic Heritage” on the beat at 6.1s.

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EL15H-B

El Héroe
El Zapateado · voiceover
16:9 · 15s · 1920×1080 · 450 frames · −14 LUFS
0s5s10s15s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

EL15H-A with a voiceover — bit-identical picture, read by the Arden Fair brand voice. The read here is X4G (Spanish: ESS) — the approved script on eleven_v3, with Arden Fair spoken in English in both languages. A livelier pair was tried and withdrawn: pushing the delivery to stability 0.32 lifted pitch jitter 14–38% on every Spanish line and 7–26% in English, which is what made the Spanish read warble. On eleven_v3 the copy had to give a little. Measured line by line, v3 reads this voice slower on the brand line (+20%) and the call to action (+14%) than the v2 read — and removing the [excited] tags did not buy that back, so the full script runs 14.86s of speech in a fifteen-second spot however it is generated. X4G fits by dropping four words of lead-in (An afternoon of) and keeps Folklórico, live music, and art. The earlier tagged attempts X4T and XEST had to cut far more, including sábado in Spanish. Brand, then “a free celebration of Hispanic heritage”, then a spoken call to action that says the same words as the card: Join us Saturday, October twenty-fourth, one to four. The score sits 9 dB down throughout and dips 4 dB further under each line. Hear every read side by side →

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Bumpers · Six seconds

2 · BU06 non-skippable

Built on their own six-second score, and derived from the fifteens rather than authored separately: BU06H is EL15H-A's construction — hero, identity rail, wipe, close — and BU06P opens and closes the body on EL15P-A's own first and last shots.

BU06P

Bumper
9:16 · 6s · 1080×1920 · 180 frames · −14 LUFS
0s2s4s6s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

EL15P-A cut to six seconds. Opens on the same drum strike and closes the body on the butterfly spread the fifteen closed on until round 53 — the bumper keeps it. Five shots rather than six — six cuts inside 3.6s read as a flicker — and the two shots that fronted the JCPenney fascia are swapped for sign-free moments from the same edit, since portrait cannot crop it out the way the 16:9 hero does.

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BU06H

El Héroe
Bumper
16:9 · 6s · 1920×1080 · 180 frames · −14 LUFS
0s2s4s6s
Cut timeline · one bar per shot · coloured bars are cards, gold is the end card · hover or tap a bar
Description

EL15H-A cut to six seconds. Same hero-and-rail construction and the same wipe into the close. A 3.6s body cannot read two rail states — the second would be fully on screen for about 0.7s — so the rail carries the identity alone and the close does the rest. Card holds 2.4s: 40% of a non-skippable spot spent on recall.

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