Option C — today's ten families, kept

PREVIEW — not final. Nothing here is stored or ruled. This is what the content-type vocabulary page would look like under this carve, in the same table grammar as the live generated reference. Counts are live probes (16 August 2026, re-verified unchanged 17 August). Marks belong on the reconciliation page — back to what you are deciding.

The current shape — live in the registry right now as parent pointers (probed 16 August 2026). Note: the registry still says Proof & advocacy where you ratified Social proof; the registry trails your pick. The critique from the reconciliation page: these families largely restate the content-role axis (prove · educate · announce · explain), storing the same fact twice under different names.

What this option stores: nothing changes; the mixed carve stays as it is.

The vocabulary page, previewed

In use today = the live count on today's closest stored value; new = no stored value yet (it arrives with the migration). ⚠ = the placement is a judgment call under this carve, not rule-decidable — the honest marks, kept visible.

Brand & campaign storytelling

Type	Would be stored as	Today's closest value	In use today
Brand Film	brand_film	brand_film	136
Campaign Film	campaign_film	—	new
Manifesto / Anthem Film	manifesto	—	new
Launch Film	launch_film	product_launch	1
Teaser	teaser	—	new
Trailer	trailer	trailer	4
Sizzle Reel	sizzle_reel	sizzle_reel	10
Brand Story / Origin Story	brand_story	—	new

Product & feature communication

Type	Would be stored as	Today's closest value	In use today
Product Film	product_film	—	new
Feature Overview	feature_overview	—	new
Product Demo	product_demo	product_demo	751
Product Walkthrough	product_walkthrough	—	new
Explainer	explainer	explainer	31
Product Comparison	product_comparison	—	new
Interactive Demo	interactive_demo	—	new
Product Configurator	product_configurator	—	new
App Store Video	app_store_video	—	new

Social proof

Type	Would be stored as	Today's closest value	In use today
Testimonial	testimonial	testimonial	16
Customer Story	customer_story	—	new
Case Study	case_study	case_study	149
User Story	user_story	—	new
Creator Story	creator_story	—	new
Partner Story	partner_story	—	new
Expert Endorsement	expert_endorsement	—	new
Review	review	product_review	10

Education & support

Type	Would be stored as	Today's closest value	In use today
Tutorial	tutorial	tutorial	177
How-To	how_to	—	new
Guide	guide	—	new
Lesson / Course	course	—	new
Webinar	webinar	webinar	50
FAQ	faq	—	new
Support Article	support_article	—	new
Training	training	—	new

Corporate communications & editorial

Type	Would be stored as	Today's closest value	In use today
Announcement Article	announcement_article	announcement	176
News Article	news_article	—	new
Feature Article	feature_article	feature_article	226
Interview / Q&A	interview	interview	114
Thought Leadership	thought_leadership	—	new
Opinion	opinion	—	new
Press Release	press_release	press_release	110
Newsletter	newsletter	—	new
Research Report	research_report	—	new

Documentation & technical

Type	Would be stored as	Today's closest value	In use today
Technical Documentation	technical_documentation	—	new
API Documentation	api_documentation	—	new
Developer Guide	developer_guide	—	new
Release Notes	release_notes	—	new
White Paper	white_paper	white_paper	126
Specification	specification	spec_release	5
Technical Reference	technical_reference	—	new

Advertising & promotion

Type	Would be stored as	Today's closest value	In use today
Commercial / Spot	commercial	commercial	55
Promotional Ad	promotional_ad	advertisement_image	1,106
Sponsored Content	sponsored_content	—	new
Offer / Promotion	offer	—	new

Visual & identity assets

Type	Would be stored as	Today's closest value	In use today
Key Visual	key_visual	—	new
Logo Animation	logo_animation	—	new
Product Shot	product_shot	product_shot	10
Template	template	—	new
Brand Guidelines	brand_guidelines	—	new
Icon System	icon_system	—	new

Event, retail & interactive experiences

Type	Would be stored as	Today's closest value	In use today
Event Film	event_film	event_coverage	61
Keynote	keynote	—	new
Booth / Installation Piece	installation	—	new
Retail Display Piece	retail_display_piece	—	new
Interactive Experience	interactive_experience	—	new

Today's stored values that are not on the ratified list

The same under every option — these are migration facts, not carve choices. Every fate is proposed, none executed.

Today's value	In use	Proposed fate
social_post	2,518	Split — "social" moves to channel and platform; each piece gets its real type
social_clip	943	Split — channel social, media video; the real type assigned
blog_post	290	Refine — the real type is announcement article, feature article, thought leadership, tutorial…
feature_launch	188	Move — a campaign fact or content level, never a piece type
case_study_video	68	Fold into case study — the media-format field already says it is a video
infographic	62	Open — joins the list as its own type, or maps to key visual; your call
podcast_video	56	Open — podcast episode is registered but unratified; your call
behind_the_scenes	25	Open — a real editorial kind, or a treatment; your call
documentary	19	Becomes creative genre/treatment — a whole-piece documentary stays a film type carrying documentary as its genre
system_card	14	Open — model/system cards are a real technical piece kind; candidate for the documentation family
brand_asset	13	Split — reclassify as key visual, logo animation, template, brand guidelines, icon system…
livestream	10	Move — liveness is a distribution fact; the piece is a keynote, webinar, or event film
vlog	9	Open — a creator-native kind, or a treatment; your call
event_photo	5	Open — event photography as its own kind, or existing imagery types; your call
animated_explainer	1	Fold into explainer — the craft axes already carry animation

The three use cases, under this carve

① The Codex Plugins feature launch (the shape is your own worked example) — one campaign (campaign type: feature launch) contains a hero launch film, an announcement article on the blog, a standalone feature landing page, product-demo posts on X that also run on YouTube, and maybe a TVC. Each piece keeps its own type, shelved under today's ten families. Asking "everything in this campaign" walks the container; asking "all launch films" filters the type.

② The Apple Store in-store display (your example this round — illustrative; Apple is not meaningfully in the corpus) — an in-store display with abstract 3D iPhone renders, made by an ad agency and an animation company, inside an iPhone 16 product-launch campaign that also runs out-of-home. The piece: type retail display piece · media video or image · channel retail, touchpoint in-store display · credits to both companies · member of the campaign; it shelves under Event, retail & interactive experiences.

③ Customer Stories (real containers — FOUR customer-story piles live at the 17 August re-probe: 30, 9, 8 and 4 pieces) — ongoing piles of testimonials, customer stories, and case studies, each stored as a campaign (type: customer story campaign). Whether ongoing piles like this stay always-on campaigns (your instinct, and the industry's word) or get their own grouping kind is proposal 6 on the reconciliation page — either way, each piece inside keeps its own type, shelved under Social proof.

What is literally written on each piece

Piece	Stored under this option
The hero launch film	type launch_film · family (stored via today's ten) · member of the campaign (role: hero) · media video
The announcement article	type announcement_article · family (stored via today's ten) · channel owned web, blog surface · member of the campaign
The key visual inside it	type key_visual · family (stored via today's ten) · media image · child of the article · craft graphic design
The in-store display film	type retail_display_piece · family (stored via today's ten) · channel retail, in-store touchpoint · member of the campaign