The Tick Chicks · Production Brief · 10 August 2026
Four ads for the Tick-Borne Illness Global Summit
Scripts, shot lists, on-screen text and image prompts for four 60-second vertical promos. Nothing has been produced yet — this is for review first.
4 × 60 sec9:16 verticalInstagram · TikTokAli ×2 · Mark ×2Scripts not yet approved
The campaign covers a journey, not one person
This summit is informational and it is for everyone — not only people who are already sick. Most people who get bitten know nothing about ticks at all. So the four ads deliberately sit at four different points, and a viewer can enter the campaign wherever they happen to be standing.
Stage 1
Never thought about it
Ad 1 — Nobody Plans For This
Stage 2
Goes outside, has kids, has a dog
Ad 2 — Before You Go Out
Stage 3
Just found a tick
Ad 3 — You Found One. Now What?
Stage 4
Sick for years, not believed
Ad 4 — You Are Not Imagining It
Read this before the scripts
No speaker is named anywhere. Casey Kelley, Brad Pitzele and Gregg Kirk are deliberately absent until Ali confirms each has approved being used in promotion.
No speaker count is claimed. "More than forty experts" sounds good and would be false — there are three in the system today. Every script says who is coming, never how many.
Ads 2 and 3 give practical health guidance, so they are written to withhold rather than instruct. They say there is a right way and a wrong way and that most of us were taught the wrong one — then send people to the summit for the actual method. That is safer, and it is also better marketing than giving the answer away in a Reel.
Ali still needs to read every medical line. Her name is on this, not mine.
No people are presented as doctors. Prompts are places, objects and light. Where a person appears they are anonymous and clearly a member of the public.
No ticks as hero imagery. Ad 3 is about finding one and never shows a close-up. Grass, skin, a pair of tweezers on a counter — the dread does the work.
The call to action currently has nowhere to land. Every script ends on globaltickborneillnesssummit.com, which today is a parked registrar page. That has to become real before a single ad runs.
Nobody Plans For This
The anthem. Broadest reach, aimed at people who have never given ticks a second thought. Make this one first, and also render it 16:9 for YouTube.
You walk the dog. You weed the garden. Your kid rolls down a hill at a birthday party. It is the most ordinary afternoon you will ever have.
slower → And for some people, that ordinary afternoon is the one everything else gets measured from.
Tick-borne illness is not rare, and it is not only Lyme. It can look like exhaustion. Like joint pain. Like a fog you cannot think your way out of. Sometimes it looks neurological, and it takes years to name.
warm, direct → So we are getting everyone in one place. Doctors, researchers, and people who have lived it. How to protect yourself. What to do if you are bitten. What actually helps if you are already sick.
Four days. Free. Online. Whatever you already know, or don't.
The Tick-Borne Illness Global Summit. October eighth through eleventh.
softest → Come learn with us.
156 words · ~61 sec at Ali's pace
0:00–0:10
Open on pure ordinary happiness. A dog running through long grass in afternoon light. No tension whatsoever — the viewer should relax.
On screenNobody plans their life around a tick.
Flux prompt · 9:16
A happy dog running through long green grass in a sunny meadow, warm afternoon light, joyful and carefree, golden and green tones, motion blur in the grass, natural lifestyle photography, vertical composition
Motion prompt · image-to-video · 5 sec
The dog runs toward the camera through the long grass. The grass sways in the wind. The camera pushes in slowly. Natural handheld movement.
0:10–0:20
Three fast cuts of ordinary outdoor life — hands in a garden bed, kids' legs running downhill, a picnic blanket on grass. Keep it warm and bright.
On screenThe dog. The garden. The birthday party.
Flux prompt · 9:16 · generate 3 variations
Close up of hands planting in a green garden bed, soil and leaves, warm summer daylight, ordinary domestic gardening, rich green and earth tones, natural documentary photography, vertical composition
Motion prompt · image-to-video · 5 sec
The hands press soil gently around the base of a plant. Leaves shift slightly in a breeze. The camera holds steady with a very slow push in.
0:20–0:28
The turn, and it must be gentle rather than scary. The same meadow, but now late in the day, light going long and cool. Nothing happens. That's the point.
On screenFor some people, that afternoon is the one everything gets measured from.
Flux prompt · 9:16
An empty meadow in late evening light, long shadows across tall grass, quiet and still, cooling blue and gold tones, nobody present, contemplative mood, film photography, vertical composition
Motion prompt · image-to-video · 5 sec
Tall grass sways slowly in the evening wind. Long shadows stretch across the field. The camera drifts sideways very slowly. Nothing else moves.
0:28–0:40
The symptoms, shown as ordinary life becoming difficult — a hand on a stair rail, a cold coffee, a sentence abandoned mid-page. Objects, never faces.
On screenNot rare. Not only Lyme. Exhaustion · Joint pain · Brain fog · Neurological symptoms
Flux prompt · 9:16
A cold untouched cup of coffee on a wooden kitchen counter beside an open notebook with unfinished handwriting, soft grey window light, quiet domestic realism, muted cream and olive tones, film grain, vertical composition
Motion prompt · image-to-video · 5 sec
Dust motes drift slowly through the shaft of window light. The camera pushes in very slowly on the cup. The scene is otherwise completely still.
0:40–0:53
The summit as gathering. Warm windows, a laptop on a kitchen table, a notebook filling up. Pace picks up here — this is the "it's happening" section.
On screenProtect yourself · What to do if bitten · What helps
Four days. Free. Online.
Flux prompt · 9:16
A laptop open on a warm wooden kitchen table with a notebook and mug beside it, soft afternoon light, cosy hopeful home setting, cream and sage tones, lifestyle photography, vertical composition
Motion prompt · image-to-video · 5 sec
Steam rises gently from the mug. Light shifts slowly across the wooden table. The camera pushes in slowly toward the open laptop.
0:53–0:61
End card. Identical across all four ads.
On screenThe Tick-Borne Illness Global Summit October 8–11, 2026 · Free & online globaltickborneillnesssummit.com
No Flux — brand end card
Build once in Canva or HeyGen, reuse in all four.
Cream #FBFAF4 ground. Summit globe-and-seal logo centred.
"The Tick-Borne Illness Global Summit" in Cormorant Garamond #4A5634.
Dates in Montserrat #3B3B38. URL underlined in blush coral #E0A396.
Hold 4 seconds minimum.
Motion
Static brand card — no video clip. Build it once and hold it.
Music
Bright and open to start — light acoustic guitar or plucked strings, summer-feeling. Thins out to solo piano at 0:20 when the light goes long. Warm strings return underneath from 0:40. Never ominous; this ad is an invitation, not a warning.
Before You Go Out
Prevention. The most shareable of the four — this is the one a parent sends to the family group chat before a camping trip.
Here is what most of us were taught about ticks. — beat
Basically nothing.
We know they are out there. We assume we would notice one. We picture deep forest — not the edge of a lawn, not a leaf pile, not the long grass at the end of a soccer field, which is exactly where they actually are.
practical, easy → There are simple things that genuinely lower your risk. What you wear. Where you walk. The two-minute check when you come inside, and the places on a body that people always forget to look.
None of it is complicated. Almost nobody is told any of it.
At the Tick-Borne Illness Global Summit, the people who study this walk you through all of it — for your kids, your dog, and you.
Four days. October eighth through eleventh. Free and online.
light → Learn it before you need it.
158 words · ~58 sec at Mark's pace
0:00–0:08
Boots and a back door. Someone about to head outside — the universal two seconds before any walk.
On screenWhat were you taught about ticks?
Flux prompt · 9:16
Muddy walking boots by an open back door, sunlight and green garden visible beyond, warm domestic entryway, everyday and inviting, natural morning light, lifestyle photography, vertical composition
Motion prompt · image-to-video · 5 sec
Sunlight flickers across the floor as leaves move outside the open door. The camera pushes in slowly toward the boots.
0:08–0:22
Correcting the mental picture. First a deep dark forest — what people imagine. Then hard cut to the boring truth: the edge of a suburban lawn, a leaf pile, the scrubby grass behind a sports field.
On screenNot deep forest.
Lawn edges. Leaf piles. Long grass at the field.
Flux prompt · 9:16 · generate as a pair
The overgrown edge of an ordinary suburban lawn where mown grass meets long unmown grass and a pile of dead leaves, bright flat daylight, mundane and unremarkable, green and brown tones, documentary photography, vertical composition
Motion prompt · image-to-video · 5 sec
The long grass and dead leaves stir in a light breeze. The camera drifts slowly forward, low to the ground.
0:22–0:34
The practical beat. Light clothing laid out, socks pulled over trouser cuffs, a hat — shown as objects on a bed, no model needed. This is the most screenshot-able frame in the campaign.
On screenWhat you wear. Where you walk. The two-minute check when you come in.
Flux prompt · 9:16
Light coloured outdoor clothing laid out neatly on a bed, long trousers, long socks, a wide brimmed hat, soft daylight from a window, tidy flat lay, cream and sage tones, clean lifestyle photography, vertical composition
Motion prompt · image-to-video · 5 sec
Soft daylight brightens gradually across the fabric and a curtain shadow moves gently over it. The camera rises slowly straight up. The clothing itself stays still.
0:34–0:42
Family, warmly. A bathroom doorway, a towel, a kid's damp hair being dried after coming in — the check as an ordinary part of the routine, not a medical procedure. Keep it affectionate.
On screenFor your kids. Your dog. You.
Flux prompt · 9:16
A warm family bathroom with a soft towel over a rail and evening light through frosted glass, homely and safe, cream tiles and sage green, no people, gentle domestic still, vertical composition
Motion prompt · image-to-video · 5 sec
Faint steam drifts through the air and evening light shifts slowly through the frosted glass. The camera is almost static with a very slow push in.
0:42–0:50
Back to the summit. Laptop on the kitchen table again — deliberately the same frame family as Ad 1, so the campaign coheres.
On screenSimple. And almost nobody is told it.
Reuse from Ad 1
Reuse the Ad 1 laptop-on-kitchen-table still. Deliberate repetition —
it is the visual anchor that ties all four ads together.
Motion
Reuse the Ad 1 laptop clip. No new generation.
0:50–0:58
End card.
On screenThe Tick-Borne Illness Global Summit October 8–11, 2026 · Free & online globaltickborneillnesssummit.com
No Flux — brand end card
Reuse the Ad 1 end card exactly.
Motion
Static brand card — no video clip. Build it once and hold it.
Music
The lightest of the four. Warm, mid-tempo, almost domestic — this ad should feel like useful advice from a friend, not a public health warning. No minor key anywhere. Bring in the shared piano motif only at the end card.
You Found One. Now What?
The action ad. Highest save-and-send rate of the four, because it answers a question people have in their hand at that exact moment.
Voice · MarkJust been bitten59 secNeeds Ali's sign-off
You found a tick. — beat
On your leg, or your child's scalp, or the dog. And right now you are standing in the bathroom about to do whatever you half-remember hearing once.
calm, steady → Stop for a second. Because a lot of that folk advice is wrong, and some of it makes things worse.
What you do in the next few minutes matters. How you remove it. What you must not do to it first. What to keep afterwards, and why. What to write down. And the specific things to watch for over the following weeks, some of which do not look like anything to do with a bite at all.
This is the part almost nobody has been taught properly.
At the Tick-Borne Illness Global Summit, the people who do this every day show you exactly how. October eighth through eleventh. Free and online.
quiet → Save this one before you need it.
162 words · ~59 sec, tight — trim one clause if Mark runs long
0:00–0:08
A bathroom, harshly lit, tap running. Tight and immediate. Everyone recognises this room and this moment.
On screenYou found one.
Flux prompt · 9:16
A small home bathroom sink with the tap running, bright overhead light, white tiles, ordinary and slightly clinical, sharp focus, everyday domestic realism, vertical composition
Motion prompt · image-to-video · 5 sec
Water runs steadily from the tap into the sink with small splashes. The camera holds locked off, close on the running water.
0:08–0:18
The wrong-advice montage, as objects on the counter: a lit match, a jar of petroleum jelly, blunt tweezers. Each one gets a coral cross through it. No narration naming them — the image carries it.
On screenA match. Petroleum jelly. Twisting it.
All still repeated. All wrong.
Flux prompt · 9:16
A bathroom counter with a box of matches, a small jar of petroleum jelly and a pair of blunt tweezers arranged in a row, bright overhead light, white surface, clinical still life, high detail, vertical composition
Motion prompt · image-to-video · 5 sec
The camera tracks slowly sideways across the objects on the counter. The objects remain perfectly still.
0:18–0:34
The list of what matters, as clean typography over a slow shot of fine-tipped tweezers resting on a folded white cloth. Deliberately does not demonstrate the technique — it names the questions and sends people to the summit for the answers.
On screenHow to remove it. What not to do first. What to keep, and why. What to write down. What to watch for — for weeks.
Flux prompt · 9:16
A pair of fine pointed tweezers resting on a folded white cloth, soft directional daylight, clean and calm, minimal composition, muted cream and steel tones, macro still life photography, vertical composition
Motion prompt · image-to-video · 5 sec
The camera pushes in very slowly on the tweezers. Soft light shifts gently across the metal. Nothing in the frame moves.
0:34–0:44
The weeks after. A wall calendar with a small mark on one date, light shifting across it to suggest time passing. Quiet, not alarming.
On screenSome of what to watch for won't look like a bite at all.
Flux prompt · 9:16
A simple wall calendar in a kitchen with one date circled in pen, soft morning light across the wall, quiet and domestic, cream and sage tones, shallow depth of field, vertical composition
Motion prompt · image-to-video · 5 sec
Sunlight moves slowly across the wall and over the calendar. The corner of the page lifts slightly in a draught. The camera is static.
0:44–0:51
Relief and competence. Hands closing a small first-aid tin, bathroom light now softer. The feeling is: handled.
On screenThe experts show you exactly how.
Flux prompt · 9:16
Hands closing the lid of a small metal first aid tin on a bathroom shelf, warm soft light, calm and capable mood, cream and sage tones, close up lifestyle photography, vertical composition
Motion prompt · image-to-video · 5 sec
The hands close the lid of the tin and rest there for a moment. The camera holds close and steady.
0:51–0:59
End card, with one extra line above it — this is the only ad that explicitly asks to be saved.
On screenSave this before you need it.
The Tick-Borne Illness Global Summit October 8–11, 2026 · Free & online globaltickborneillnesssummit.com
No Flux — brand end card + one line
Ad 1 end card, with "Save this before you need it." above the logo
in Montserrat 600 #4A5634. Hold 5 seconds — a beat longer than the others,
so people have time to actually hit save.
Motion
Static brand card — no video clip. Build it once and hold it.
Music
Starts with almost nothing — just the running tap. A steady low pulse enters at 0:18 under the list, giving it forward motion without urgency. This ad must never feel panicked; the whole promise is that someone calm is about to tell you what to do. Piano motif resolves it at the end.
You Are Not Imagining It
For people already years into this and not believed. The emotional anchor of the campaign, and the one Ali herself will most recognise.
Voice · AliChronic · dismissed62 sec
You are not imagining it. — long beat
The exhaustion that sleep does not touch. The joint pain that moves around. The fog that makes you lose a word you have said ten thousand times.
slower, quieter → You have been told your labs are normal. You have been told it is stress. You have been told, maybe, that it is all in your head.
firm, warm → It is not in your head.
For four days this October, doctors, researchers and people who have lived exactly this are coming together for the conversation that keeps not happening. About Lyme. About alpha-gal. About the co-infections nobody tested you for. About what actually helps.
Bring your questions. Bring the list you have been keeping.
The Tick-Borne Illness Global Summit. October eighth through eleventh. Free, and online.
softest → Come find the rest of us.
152 words · ~62 sec at Ali's pace
0:00–0:09
A bedroom at first light, bed empty and unmade, one lamp still on from the night before. Hold it longer than feels comfortable.
On screenYou are not imagining it.
Flux prompt · 9:16
A quiet bedroom at dawn, unmade bed, soft grey morning light through sheer curtains, a single warm bedside lamp still switched on, muted sage and cream tones, calm and lonely, film photography, shallow depth of field, vertical composition
Motion prompt · image-to-video · 5 sec
The sheer curtain lifts slowly in a draught and the morning light brightens gradually. The camera pushes in very slowly toward the empty bed.
0:09–0:22
The symptoms as objects again, matching Ad 1's language so the two feel related — a hand paused on a stair rail, a word crossed out on a page.
On screenExhaustion · Joint pain · Brain fog
Flux prompt · 9:16
A hand resting on a wooden stair banister halfway up a staircase, soft indoor daylight, a moment of pause, warm neutral tones, quiet domestic realism, shallow depth of field, vertical composition
Motion prompt · image-to-video · 5 sec
The hand rests on the banister and the fingers tighten slightly. The camera pushes in very slowly.
0:22–0:34
The dismissal. An empty examination room, paper on the table already crumpled, nobody in it. The absence is the whole point.
On screen"Your labs are normal."
Flux prompt · 9:16
An empty medical examination room, crumpled white paper on the exam table, cool fluorescent light, pale sage green wall, nobody present, clinical and impersonal, muted colour, documentary photography, vertical composition
Motion prompt · image-to-video · 5 sec
The crumpled paper shifts very slightly. The fluorescent light flickers once. The camera holds completely static.
0:34–0:41
The hinge of the whole campaign. Cut hard from the cold room to warm light — a window opening onto green at golden hour. Give it air.
On screenIt is not in your head.
Flux prompt · 9:16
An open window looking out onto a green meadow at golden hour, warm sunlight pouring in, white curtain lifting in the breeze, hopeful and expansive, deep olive and cream palette, soft focus background, vertical composition
Motion prompt · image-to-video · 5 sec
The white curtain billows inward and warm sunlight floods brighter into the room. The camera moves forward through the window toward the meadow.
0:41–0:54
Community. Warm lit windows of many houses at dusk — many separate people, same night, same summit. Then the notebook: someone's own long list of symptoms, finally being brought somewhere.
On screenLyme · Alpha-Gal · Co-Infections · Treatments
Bring the list you have been keeping.
Flux prompt · 9:16
Several warm lit windows of houses at dusk seen from outside, each glowing softly, suggesting many separate homes and lives, deep blue evening sky, warm amber interior light, community and connection, vertical composition
Motion prompt · image-to-video · 5 sec
The sky darkens slowly and one more window lights up. The camera drifts slowly sideways past the houses.
0:54–0:62
End card. Let the last line sit in silence before the music resolves.
On screenThe Tick-Borne Illness Global Summit October 8–11, 2026 · Free & online globaltickborneillnesssummit.com
No Flux — brand end card
Reuse the Ad 1 end card exactly.
Motion
Static brand card — no video clip. Build it once and hold it.
Music
Solo piano, sparse, single notes with space between them. No percussion at all until 0:34 — when the window opens, a low warm string pad comes in underneath. Never swells into inspirational-corporate. It should feel like someone exhaling.
What you need to make these
The one thing that changes your plan
Your existing b-roll is all 16:9 and cannot be used for these. Every file in the project folder measures 2752×1536 or 1376×768. Cropping those to 9:16 discards roughly two thirds of the frame and destroys the compositions. They were made for the website and they are good — just the wrong shape for Reels and TikTok.
The fix is cheap: regenerate at 9:16 in fal.ai using the prompts above. Nothing needs re-shooting, and nothing you made is wasted — the 16:9 library still serves the website and the YouTube cut of Ad 1.
How the b-roll actually gets made
Every shot is built in two steps, and the second step is the one that turns a still into b-roll:
Generate the still in Flux at 9:16. This is where you control the composition, the colour and the brand feel. Pick the best of three or four.
Feed that still into an image-to-video model with the motion prompt underneath it. On fal.ai the image-to-video families to look for are Kling, Veo, Hailuo/MiniMax and Wan — check which are on your account, since what is available there changes. Ask for 5-second clips at 9:16.
Why not text-to-video directly? Because you would lose control of the look. Going still-first keeps every shot in the same cream-and-olive world, and it lets you reject a bad composition before spending a video generation on it.
The motion prompts are deliberately understated — a slow push in, a curtain lifting, grass moving. Restraint is doing real work here: heavy camera moves and dramatic action are what make AI video look like AI video. Small movement over a strong still reads as real footage.
Where the clips are short: most shots run 8–13 seconds but clips generate at 5. Either generate two clips per shot and cut between them, or hold one clip and let the on-screen text carry the extra beats. The second is cheaper and calmer, and it suits this campaign.
Roughly 70–90 Flux stills (three or four variations per prompt so there is something to choose between), which reduce to 19 chosen stills, which become 19 video clips. Budget a few extra clip generations for re-rolls — image-to-video misses more often than Flux does.
Everything else you need
Item
Status
What to do
Ali's voice
Ready
Already cloned in ElevenLabs (tagged ivc), approved for the welcome video. Ads 1 and 4.
Mark's voice
Ready
Already in the account (tagged pvc — a library voice, not a real person, so no permission question). Ads 2 and 3.
Brand end card
Build once
One card, reused in all four. Logo, dates, URL. Ad 3 adds one line above it.
Music
Needed
One piano motif that recurs in all four. Licensed library track, or generated. This is what makes them feel like a set.
Assembly
Ready
HeyGen for stitching stills, VO and text. No avatars needed — nobody speaks on camera.
Somewhere to send people
Missing
The domain is parked. This is the only true blocker.
What makes the four feel like one campaign
Four things repeat on purpose: the same piano motif, the same end card, the same cream-and-olive grade, and the same structural turn about two thirds through where cool light becomes warm light. The laptop-on-the-kitchen-table shot appears in two of them deliberately. Someone who sees three of these in a feed should recognise the fourth before the voice starts.
Before anything gets produced
Ali approves the scripts — particularly Ads 2 and 3, which touch on prevention and what to do after a bite.
The destination page gets built. Four ads pointing at a parked domain is the one thing that would waste the whole effort.
Pick the running order. Recommendation: release Ad 3 first. It is the most useful, the most saved, and the most forwarded — it builds the audience the other three then land on.
Prepared for Marguerite · The Tick-Borne Illness Global Summit · October 8–11, 2026 · Nothing in this document has been produced yet.