Batch 101

Scene (timestamps)	On-Screen Text	Voiceover
[0:00-0:04] Macro, top-down: a hand cracks an egg into a pot of plain instant noodles. Steam. Unbranded packet torn open beside the burner.	(no text)	The most common defense of cheap instant ramen is that you can fix it.
[0:04-0:09] Same pot. A handful of frozen mixed vegetables goes in. Cut to the freezer drawer closing.	you can just add stuff	And that's true. You can. Most people who eat it already do.
[0:09-0:14] Fridge door open, hand searching. Pulls out a container of leftover chicken. Beat of hesitation before it goes in the pot.	(no text)	An egg. Some frozen vegetables. Whatever protein is in the fridge, if there is any.
[0:14-0:20] Quick cuts, rhythmic: cutting board, knife, scallion. A second pan on a second burner. A colander in the sink.	(no text)	Which means a cutting board. A second pan. Something to wash.
[0:20-0:26] Wide of the counter at the end: three dirty vessels, a wrapper, an eggshell, the finished bowl small in the corner of the frame.	the fix takes longer than the food	The packet takes five minutes. Fixing the packet takes twenty.
[0:26-0:32] Slow push in on the finished DIY bowl. It looks good. Genuinely good. Hold on it.	(no text)	And it's good. We're not going to pretend otherwise.
[0:32-0:38] Hard cut to a still, quiet frame: the same counter, clean. One immi packet lying flat on it. Nothing else.	(no text)	Here's the part nobody says out loud. If you have to add protein to it, and fiber to it, and something green to it —
[0:38-0:43] The packet is opened. Noodle block into boiling water. One pot. One burner. Timer set.	5 minutes · one pot	— you already agreed it wasn't finished.
[0:43-0:50] Cook-down b-roll: noodles loosening, broth going glossy, chopsticks lifting a strand and holding.	(no text)	So two people spent two years building the version that comes out finished. The protein is in the noodle. Not on top of it.
[0:50-0:58] Nutrition panel in shallow focus, then the bowl in full: soft light, steam, a single scallion because you wanted one, not because you needed one.	28g protein · 12g fiber · 350 calories	Twenty-eight grams of protein. Twelve grams of fiber — about forty-three percent of what you need in a day. Three hundred and fifty calories.
[0:58-1:04] The clean counter again. One bowl. One pot in the sink. Hand picks up the bowl and leaves frame.	(no text)	Same five minutes. Same craving. One thing to wash.
[1:04-1:08] End card: bowl on warm background, logo, URL.	immi · immieats.com	You can keep fixing it. Or you can just eat it. immi.

Production notes:

• The DIY bowl in [0:26-0:32] has to look genuinely appetizing. If it looks sad, the concession reads as a straw man and the whole argument collapses.
• No money on screen and no price beat anywhere — this is an effort argument, not a price argument (price-oriented scripts are a standing CE ban).
• Unbranded packet only. Shoot the wrapper crumpled or out of focus.

Scene (timestamps)	On-Screen Text	Voiceover
[0:00-0:04] Pantry door opens. Hand reaches past the front row toward a packet pushed to the very back of the shelf. Hesitates. Door closes.	(no text)	Somewhere along the way, you gave ramen a rule.
[0:04-0:10] Slow pan across a kitchen at 8pm. Nothing dramatic. A quiet, lived-in counter.	(no text)	Not out loud. You never announced it. But there's a number in your head for how often you're allowed to have it.
[0:10-0:16] Calendar on a fridge, ordinary. Hand smooths a magnet. Cut to takeout containers stacked in a bin.	once a month · maybe	Once a month. Or only when there's nothing else in the house. Or only if lunch was small.
[0:16-0:22] The pantry again, from inside: the packet sitting behind everything, slightly dusty, deliberately unglamorous.	(no text)	So it sits at the back of the shelf, and you eat something you like less, more often.
[0:22-0:29] Cut to a full, beautiful bowl of ramen — steam, dark broth, a soft egg. Held long enough to be uncomfortable.	(no text)	And you tell yourself that's discipline. It isn't. It's a workaround.
[0:29-0:36] Macro: noodle strand lifted and held against the light. Then the same bowl at rest.	(no text)	You built the rule because the bowl doesn't hold. Because an hour later you're back in the kitchen looking for the second thing.
[0:36-0:44] immi packet on a clean counter, opened. Noodles into water. Timer. Not a hero shot — a Tuesday shot.	5 minutes	Change what's in the bowl and the rule stops being necessary.
[0:44-0:52] Full bowl, warm light. Nutrition panel enters in shallow focus behind it, then the bowl again.	28g protein · 12g fiber · 350 calories	Twenty-eight grams of protein. Twelve grams of fiber. Three hundred and fifty calories. It holds, so the rest of the evening is quiet.
[0:52-0:58] Pantry door open again — this time the immi boxes are at the front, at eye level, and the hand takes one without hesitating.	(no text)	Front of the shelf. Not the back.
[0:58-1:02] End card over the finished bowl.	It's Tuesday. Have the ramen. · immieats.com	immi. immieats.com.

Production notes:

• The pause in [0:00-0:04] is the whole ad. Give the hesitation a full beat before the door closes.
• Nothing in the VO shames the viewer or the old packet. The rule is the antagonist. If a revision turns this into "cheap ramen is bad for you," it stops being this script.
• No "guilt-free," no "cheat," no "forbidden" on screen — the static already owns that word and we want algorithmic distance from it.

Scene (timestamps)	On-Screen Text	Voiceover
[0:00-0:05] Slow lateral dolly along a supermarket shelf of instant noodle packets. Colors blur into one another. No logo ever holds focus.	(no text)	Walk this shelf slowly and something strange happens.
[0:05-0:12] Continue the dolly. The packets keep coming. The shot is deliberately too long.	(no text)	It looks like a lot of choices. It's one product in forty wrappers.
[0:12-0:20] Cut to a refrigerated dairy case: oat, almond, lactose-free, high-protein. Modern packaging, lots of claims.	(no text)	Think about what happened to the rest of this store in the last ten years.
[0:20-0:28] Coffee aisle. Then bread — seeded, sprouted, high-fiber. Then a yogurt wall. Quick, confident cuts.	(no text)	Milk got rebuilt. Coffee got rebuilt. Bread got rebuilt. Yogurt got rebuilt twice.
[0:28-0:34] Back to the noodle shelf. Same shot as the opening, matched exactly.	(no text)	And one shelf just... didn't.
[0:34-0:42] Macro on a dry noodle brick, raking light, every wave of it. Beautiful and slightly archaeological.	(no text)	The block of noodles in your cupboard is essentially the same object it was in 1971. Cheap to make. Ships forever. Feeds you for about an hour.
[0:42-0:48] A kitchen at night. Someone's back to camera at an open fridge, lit blue. Cut before we see a face.	(no text)	That's not a scandal. It was engineered to be cheap, and it is very good at being cheap.
[0:48-0:56] R&D footage: hands only. Trays of noodle prototypes, labeled. A hand rejects one, slides it aside. Notebooks.	200+ recipes	It was never engineered to feed you. Nobody had bothered to try.
[0:56-1:06] More R&D: extruder, dough, a strand tested between two fingers for spring. Still hands only.	two years	So two people spent two years on the part everyone else treats as a given. Not the flavor packet. The noodle itself.
[1:06-1:14] Boil sequence in a real kitchen. Noodles loosening. Broth going dark and glossy. Timer on a phone.	5 minutes	Same aisle. Same cupboard. Same five minutes.
[1:14-1:24] Finished bowl, overhead, natural light. Nutrition panel enters shallow-focus, then back to the bowl.	28g protein · 12g fiber · 350 calories	Twenty-eight grams of protein. Twelve grams of fiber — around forty-three percent of a day's worth. Three hundred and fifty calories. Lower carb, without the noodle stopping being a noodle.
[1:24-1:32] Retail b-roll: immi on a real shelf, in a real store, someone's cart passing through frame.	7,000+ stores	Three million households have it in the cupboard now. It's in seven thousand stores.
[1:32-1:40] Return to the opening dolly shot — the wall of packets — and then rack focus to immi sitting among them.	(no text)	The shelf finally got its update.
[1:40-1:44] End card.	immi · immieats.com	immi. immieats.com.

Production notes:

• Nothing on the competitor shelf may hold focus long enough to read a brand. Shoot at a wide aperture and keep the dolly moving.
• Founders are hands only. The moment a face lands, this becomes a founder-story ad and collides with B089-005, which is already graduated and running.
• "1971" is the year instant cup noodles went mass-market — safe as a cultural date reference, not a claim about any specific brand. If legal wants it softer, "half a century" works in the same beat.

Scene (timestamps)	On-Screen Text	Voiceover
[0:00-0:05] A gorgeous, slow, over-styled ramen beauty shot. Steam curling. The most advertising-looking frame in the batch. Hold it.	(no text)	Every ad for this stuff says the same thing. That it tastes exactly like real ramen.
[0:05-0:10] Cut the music. Cut to the same bowl, flat overhead, plain daylight, no styling. Nothing moves.	(no text)	It doesn't. And neither does theirs.
[0:10-0:17] Macro: chopsticks lift a single strand of immi noodle. Held. You can see it's a different noodle. Shot honestly.	(no text)	This is a noodle built to carry protein. That changes how it chews. Some people notice on the first bowl.
[0:17-0:24] A steaming bowl on a kitchen table, evening. Someone sits down out of focus in the background.	(no text)	So here's the actual trade, said out loud, once.
[0:24-0:32] Split composition or quick A/B: a bowl of standard instant noodles, unbranded — then the immi bowl. Same size, same steam.	(no text)	You give up being able to say it's indistinguishable from the bowl at the ramen shop down the street. It isn't. It was never trying to be.
[0:32-0:42] Nutrition panel, held long and legible. Then back to the bowl being eaten.	28g protein · 12g fiber · 17g net carbs · 350 calories	What you get is twenty-eight grams of protein, twelve grams of fiber, seventeen grams of net carbs, three hundred and fifty calories — in five minutes, on a weeknight, from a cupboard.
[0:42-0:50] The bowl half-eaten. Then a kitchen at 9pm with nobody in it — the pantry door shut, the counter clean.	(no text)	And an evening where you're not back in here at nine looking for something else.
[0:50-0:56] Slow push on the finished bowl, warm.	(no text)	For most people, that isn't a compromise. That's the entire point.
[0:56-1:00] End card.	Different noodle. On purpose. · immieats.com	immi. immieats.com. Try one bowl and decide for yourself.

Production notes:

• ⚠️ Do not cut the concession. If an edit keeps [0:00-0:05] and jumps to the macro panel, this becomes a generic protein ad and loses the only thing making it work. The admission at [0:05-0:10] is load-bearing.
• "17g net carbs" is packet spec. Never pair it with the word keto — immi is not keto-positioned. "Lower carb" only, and it isn't needed in this cut.
• The unbranded comparison bowl at [0:24-0:32] should be plain and undressed — no logo, no wrapper in frame.
• CTA is deliberately soft ("decide for yourself") because the whole ad is built on not overclaiming. A hard-DR close would break it.

Scene (timestamps)	On-Screen Text	Voiceover
[0:00-0:04] Two identical bowls on a counter, side by side, both steaming, both lit the same. No labels anywhere. Perfectly symmetrical frame.	(no text)	Two bowls. Same five minutes. Same amount of food.
[0:04-0:09] Tight on the left bowl being eaten, then the right. Cut between them so fast they read as one meal.	12:15 pm	From here, there's no difference at all.
[0:09-0:15] Cut wide to a room with an ordinary afternoon in it — a desk, a window, light moving. Clock or corner timestamp advances.	(no text)	The difference doesn't happen at the counter. It happens around two-forty.
[0:15-0:23] Left-hand story: the pantry door opens. A hand scans the shelf. Takes a granola bar. Then, a beat later, takes a second thing.	2:40 pm	One of these two people is standing in the kitchen again, not because they're hungry exactly. Because the bowl stopped working.
[0:23-0:29] Right-hand story: the same room, the same time. Nobody's in the kitchen. The counter is empty. Light has moved across it.	2:40 pm	The other one hasn't thought about food since lunch.
[0:29-0:36] Macro on the immi noodle strand, then the panel in shallow focus behind the bowl.	(no text)	It isn't willpower, and it isn't a smaller appetite. It's what was in the noodle.
[0:36-0:45] Full bowl, overhead, warm daylight. Panel legible.	28g protein · 12g fiber · 43% daily fiber · 350 calories	Twenty-eight grams of protein and twelve grams of fiber — about forty-three percent of your daily fiber — in three hundred and fifty calories. Protein and fiber are what make a meal hold. Refined starch doesn't.
[0:45-0:50] Back to the two identical bowls from the opening, matched shot. Then rack focus to the immi one.	(no text)	Same bowl. Same five minutes. Different afternoon.
[0:50-0:55] End card.	immi · immieats.com	immi. Ramen that lasts past lunch. immieats.com.

Production notes:

• Both bowls must be genuinely indistinguishable in the opening and closing frames — same bowl, same garnish, same steam. If the immi bowl looks nicer, the ad's premise breaks.
• No brand, no wrapper, no packet is ever on screen for the comparison bowl.
• Keep the "2:40 pm" stamps small and unstyled. The moment they look like a graphic device, the ad reads as an infographic instead of an observation.
• Hook-multiplication candidate: if this graduates, the body from [0:09] onward supports at least 8 alternative 4-second openers (Template 5) without a reshoot.

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QA Gate — batch check

Check	Status
Genuinely different creative concept per script	✅ five distinct "them"s: the fix (001), the rule (002), the category's stagnation (003), the overclaim (004), the aftermath (005)
Hook stops thumbs in <2 seconds	✅ all five open on a visual or a statement, none on a macro number
Specific, believable claim	✅ stack cited as proof beat in all five, never as the hook
No keto claims, no preachy health-food tone	✅ "lower carb" only, once, in 101-003
Specs locked (28g / 12g / 17g net carbs / 350 cal, 5 minutes)	✅
No gluten · no ADHD callouts · no competitor callouts	✅ every comparison object is unbranded, flagged in production notes
No sodium claim (v6.2 raises sodium)	✅ not mentioned in any script
Research-grounded, signal cited	✅ per-script Sources block, all VoC from the 2026-08-31 pull or the Aug 3→16 brief
Distinct audience clusters	✅ Convenience Maximizer (001) · Guilty Ramen Lover (002) · broad demand-gen/Ramen Purist (003) · Self-Directed Researcher / skeptic (004) · Satiety Seeker + 55-65+ core buyer (005)
Banned angles avoided	✅ no GLP-1, runner, parent/teen, doctor, OMAD, midnight snack, price-hero, competitor callout
Brief honored: VO + b-roll only	✅ no on-camera talent in any script; founders are hands-only in 101-003
Not a near-duplicate of B96–B100	✅ checked against all 24 scripts in Batches 96–100 — no overlap with the aisle-destruction (100-001), blind-test (100-002), subtraction (100-003) or nutrition-panel-audit (100-005) edits

Reviewer flag: 24 scripts across B96–B100 are still unreviewed, and the last recorded approval was 2026-07-27. Review throughput, not script volume, is the binding constraint on this pipeline right now.