{
  "_about": "The studio register: every campaign the studio makes pieces for, seen from the studio. One entry per campaign: its key line, its concept pages, its pieces and what is still to make. The campaign itself (status, owner, job, audience, the growth-engine metrics and channels it serves, related campaigns, open calls) is relay-marketing's program, program/campaigns.json, on the same id; it is never restated here, and nothing here names a person. Schema: campaign.schema.json. Check: python3 marketing/campaigns/check.py. Guide: README.md.",
  "version": 2,
  "updated": "2026-10-07",
  "program": "relay-marketing/program/campaigns.json",
  "campaigns": [
    {
      "id": "first-relay-in-paper",
      "name": "First Relay, in paper",
      "line": "One lesson per step: wrap it up, pick it back up, take it to another tool, give it a home, bring someone in, tell us.",
      "concepts": [],
      "pieces": [
        {
          "id": "lesson-1",
          "kind": "lesson",
          "title": "Lesson 1 · Wrap it up",
          "path": null,
          "status": "to-make"
        },
        {
          "id": "lesson-2",
          "kind": "lesson",
          "title": "Lesson 2 · Pick it back up",
          "path": "marketing/explainer/shorts/lesson-2-pick-it-back-up/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-lesson-2-pick-it-back-up.md"
        },
        {
          "id": "lesson-3",
          "kind": "lesson",
          "title": "Lesson 3 · Take it to another tool",
          "path": "marketing/explainer/shorts/lesson-3-another-tool/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-lesson-3-another-tool.md"
        },
        {
          "id": "lesson-4",
          "kind": "lesson",
          "title": "Lesson 4 · Give it a home",
          "path": "marketing/explainer/shorts/lesson-4-give-it-a-home/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-lesson-4-give-it-a-home.md"
        },
        {
          "id": "lesson-5",
          "kind": "lesson",
          "title": "Lesson 5 · Bring someone in",
          "path": "marketing/explainer/shorts/lesson-5-bring-someone-in/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-lesson-5-bring-someone-in.md"
        },
        {
          "id": "lesson-6",
          "kind": "lesson",
          "title": "Lesson 6 · Tell us",
          "path": null,
          "status": "to-make"
        }
      ]
    },
    {
      "id": "big-ideas",
      "name": "The big ideas, in paper",
      "line": "The invisible wall · Not another tool · Any tool you like · If it speaks MCP · You own what travels.",
      "concepts": [
        "concepts/big-ideas-v1.html"
      ],
      "pieces": [
        {
          "id": "invisible-wall",
          "kind": "short",
          "title": "The invisible wall",
          "path": "marketing/explainer/shorts/idea-invisible-wall/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-idea-invisible-wall.md"
        },
        {
          "id": "not-another-tool",
          "kind": "short",
          "title": "Not another tool",
          "path": "marketing/explainer/shorts/idea-not-another-tool/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-idea-not-another-tool.md"
        },
        {
          "id": "any-tool",
          "kind": "short",
          "title": "Any tool you like",
          "path": "marketing/explainer/shorts/idea-any-tool/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-idea-any-tool.md"
        },
        {
          "id": "mcp-anything",
          "kind": "short",
          "title": "If it speaks MCP",
          "path": "marketing/explainer/shorts/idea-mcp-anything/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-idea-mcp-anything.md"
        },
        {
          "id": "you-own-it",
          "kind": "short",
          "title": "You own what travels",
          "path": "marketing/explainer/shorts/idea-you-own-it/",
          "status": "made",
          "catalog": "relay-marketing/video/shorts-idea-you-own-it.md"
        }
      ]
    },
    {
      "id": "side-by-side",
      "name": "Side by side",
      "line": "beads tracks the work. Relay moves what you know about it.",
      "concepts": [],
      "pieces": [
        {
          "id": "beads-and-relay",
          "kind": "short",
          "title": "beads + Relay",
          "path": "marketing/explainer/shorts/beads-and-relay/",
          "status": "made",
          "formats": [
            "16:9",
            "9:16"
          ],
          "catalog": "relay-marketing/video/shorts-beads-and-relay.md"
        }
      ]
    },
    {
      "id": "mcp-directory",
      "name": "Listed where agents are",
      "line": "Wrap it up into a Code. Pick it up in any tool that speaks MCP.",
      "concepts": [],
      "pieces": [
        {
          "id": "listing-stills",
          "kind": "post",
          "title": "Listing images",
          "path": null,
          "status": "to-make"
        },
        {
          "id": "mcp-short",
          "kind": "short",
          "title": "If it speaks MCP (reused)",
          "path": "marketing/explainer/shorts/idea-mcp-anything/",
          "status": "made"
        }
      ]
    },
    {
      "id": "personal-invites",
      "name": "Personal invites",
      "line": "A seat with your name on it.",
      "concepts": [],
      "pieces": [
        {
          "id": "invite-engine",
          "kind": "invite",
          "title": "The invites engine (six example campaigns, slots only)",
          "path": "marketing/invites/",
          "status": "made"
        }
      ]
    },
    {
      "id": "blankpage",
      "name": "Blank Page tie-in",
      "line": "Every AI session starts blank.",
      "concepts": [],
      "pieces": [
        {
          "id": "blank-page-15",
          "kind": "film",
          "title": "Blank Page, 15 s",
          "path": "marketing/explainer/blank-page/",
          "status": "made",
          "catalog": "relay-marketing/video/blank-page.md"
        }
      ]
    },
    {
      "id": "together",
      "name": "Together tie-in",
      "line": "Relay it to a teammate, whole.",
      "concepts": [],
      "pieces": [
        {
          "id": "together-full",
          "kind": "film",
          "title": "Blank Page · Together",
          "path": "marketing/explainer/blank-page-together/",
          "status": "made",
          "catalog": "relay-marketing/video/blank-page-together.md"
        }
      ]
    },
    {
      "id": "midthought",
      "name": "Mid-Thought tie-in",
      "line": "Your session doesn't end when the window does.",
      "concepts": [],
      "pieces": [
        {
          "id": "mid-thought-full",
          "kind": "film",
          "title": "Mid-Thought",
          "path": "marketing/explainer/mid-thought/",
          "status": "made",
          "catalog": "relay-marketing/video/mid-thought.md"
        }
      ]
    },
    {
      "id": "elevate",
      "name": "Elevate 2026 follow-up",
      "line": "Pass it on.",
      "concepts": [],
      "pieces": [
        {
          "id": "the-baton",
          "kind": "film",
          "title": "The Baton",
          "path": "marketing/explainer/the-baton/",
          "status": "made"
        },
        {
          "id": "connecting-the-dots",
          "kind": "film",
          "title": "Connecting the Dots",
          "path": "marketing/explainer/connecting-the-dots/",
          "status": "made",
          "catalog": "relay-marketing/video/connecting-the-dots.md"
        }
      ]
    },
    {
      "id": "connecting-the-dots",
      "name": "Connecting the Dots",
      "line": "The dots exist. Relay draws the lines.",
      "concepts": [
        "concepts/connecting-the-dots-v1.html"
      ],
      "pieces": [
        {
          "id": "connecting-the-dots",
          "kind": "film",
          "title": "Connecting the Dots",
          "path": "marketing/explainer/connecting-the-dots/",
          "status": "made",
          "formats": [
            "16:9",
            "9:16"
          ],
          "catalog": "relay-marketing/video/connecting-the-dots.md"
        }
      ]
    },
    {
      "id": "origin-story",
      "name": "How Relay came to be, and the journey building it",
      "line": "It didn't exist. So I built it.",
      "concepts": [],
      "pieces": [
        {
          "id": "the-first-line",
          "kind": "film",
          "title": "The first line",
          "path": "marketing/explainer/first-line/",
          "status": "to-make",
          "formats": [
            "16:9",
            "9:16"
          ]
        },
        {
          "id": "line-4-ran-out-of-room",
          "kind": "short",
          "title": "Line 4 · Ran out of room",
          "path": "marketing/explainer/shorts/line-4-ran-out-of-room/",
          "status": "made",
          "formats": [
            "16:9",
            "9:16"
          ],
          "catalog": "relay-marketing/video/shorts-line-4-ran-out-of-room.md"
        },
        {
          "id": "line-5-the-verb",
          "kind": "short",
          "title": "Line 5 · The verb",
          "path": "marketing/explainer/first-line/",
          "status": "to-make",
          "formats": [
            "16:9",
            "9:16"
          ]
        },
        {
          "id": "line-6-gone-cold",
          "kind": "short",
          "title": "Line 6 · Gone cold",
          "path": "marketing/explainer/first-line/",
          "status": "to-make",
          "formats": [
            "16:9",
            "9:16"
          ]
        }
      ]
    }
  ]
}