mood-board

name	mood-board
description	Create a creative mood board / visual direction document for an influencer campaign or content series. Use when aligning creative vision across creators, brand team, and stakeholders.

Creative Mood Board & Visual Direction

Create visual direction for: $ARGUMENTS

Mood Board Document

Campaign Identity

Element	Direction
Campaign name
Tagline / hook line
Visual theme in 3 words
Emotional tone
Season / context

Visual Direction

Colour Palette

Role	Colour	Hex / Description	Usage
Primary			Dominant colour in visuals
Secondary			Accents, overlays
Neutral			Backgrounds, text
Pop			CTAs, highlights
Avoid			Off-brand colours

Typography Vibe

• Headlines: Bold / minimal / handwritten / retro / modern sans
• Body: Clean / casual / editorial
• On-screen text: Platform-native / branded overlay / captions style
• Emoji usage: Heavy ✨🔥 / Minimal / None

Photography & Video Style

Lighting:

• Natural daylight
• Golden hour / warm
• Studio / controlled
• Moody / dramatic
• Neon / colourful
• Flat lay / overhead

Composition:

• Close-up / detail shots
• Wide / lifestyle / environmental
• Selfie / POV
• Flat lay / knolling
• Action / movement
• Talking head / direct to camera

Editing style:

• Minimal / no filter
• Warm tones / desaturated
• High contrast / punchy
• Vintage / film grain
• Platform-native (TikTok effects, IG filters)
• Branded colour grade (provide LUT or reference)

Tone of Voice

Brand voice on a spectrum:

Formal ○───────●───○ Casual
Serious ○──●────────○ Playful
Reserved ○────────●──○ Enthusiastic
Expert ○─────●─────○ Relatable
Premium ○───●───────○ Accessible

(Move the ● to indicate the sweet spot for this campaign)

Creator should sound like:

• A ___ talking to their ___ about ___
• Example sentence in the ideal tone: "___"

Words / phrases to USE:

Words / phrases to AVOID:

Content Format References

"This, not that" Direction

✅ THIS	❌ NOT THIS	Why

Reference Content

List specific URLs, screenshots, or past content:

Reference	Platform	What to take from it
		Style of filming
		Tone of caption
		Transition technique
		Product placement style
		Hook / opening line

Product Styling

How the product should appear:

• Unboxing moment: Yes / No → Style: ___
• In-use / lifestyle: How: ___
• Close-up / detail: Focus on: ___
• Flat lay / styled: With: ___
• NEVER show it: ___

Product dos:

Product don'ts:

Platform-Specific Adaptation

Element	Instagram	TikTok	YouTube	Other
Aspect ratio	9:16 / 1:1	9:16	16:9
Text overlay
Music/audio
Opening hook
CTA placement
Hashtag style

Stakeholder Sign-off

Approver	Role	Status
	Creative Director	⬜
	Brand Manager	⬜
	Campaign Manager	⬜
	Legal (if needed)	⬜