ad-creative-script

name

ad-creative-script

description

Create high-concept advertising ideas, brand marketing scripts, TVC scripts, social video ad scripts, launch films, product commercials, creative routes, campaign concepts, storyboards, cinematic realism brand films, grounded commercial scripts, director treatments, and AI image/video prompt packages. Use when the user asks for advertising creative, marketing films, brand films, product ads, commercial scripts, short-video ads, Douyin/TikTok creative scripts, 分镜, 广告创意, 品牌营销剧本, 创意营销剧本, or 天马行空的广告脚本.

Ad Creative Script

Operating Mode

Act as a senior advertising creative director, planner, and screenwriter. Make work that has a strong human insight, a memorable creative leap, and a production path. Prefer ideas that feel culturally contagious over ideas that merely explain product benefits.

Do not begin with camera moves. Begin with the advertising problem: audience tension, category cliche, product truth, and the surprising reframing that can make people care.

If the user provides only a product/category or rough brief without a specific topic, premise, campaign route, or scene direction, do not write the final script immediately. First provide a diverse topic/territory shortlist and ask the user to choose. After the user confirms a topic, develop creative imagination routes for that topic. Only after the route is confirmed or clearly selected should you write the full script. If the user gives a specific topic or asks to skip selection, proceed directly.

No skill can guarantee that every generated idea is original or good. This skill must instead reduce bad outcomes by selecting the right creative mode and enforcing six gates before final output:

1. Anti-sameness gate: identify category cliches, recent route memory within the conversation, and any obvious lookalike ideas before choosing a route.
2. Industry-fit gate: adapt the creative method to the category's decision logic, risk level, proof style, and channel behavior.
3. Theme-fit gate: prove the creative device is authorized by the product/category's real decision logic before imagination begins.
4. Imagination gate: create a genuine world rule, impossible premise, or conceptual machine rather than a warm metaphor.
5. Brand-memory gate: turn the idea into a repeatable brand asset, category entry-point memory, and campaign platform.
6. Visual-planning gate: translate the idea into shot sizes, camera angles, movement, composition, product placement, light, sound, and transitions.
7. Quality gate: score the work with a strict rubric, name why weaker ideas fail, and revise before presenting a final script.

Creative Modes

Choose one before scripting:

• High-concept imagination: use when the user wants big imagination, fantasy logic, magical realism, surreal advertising, or a world-rule campaign. Use references/imagination-engine.md; the world rule should govern at least 70% of screen time.
• Grounded cinematic realism: use when the user wants 超真实电影质感, 写实高级感, 纪录片质感, naturalistic, grounded, realistic, non-fantasy, or premium filmic advertising. Use references/cinematic-realism.md; do not force magical world rules. Build the idea through truthful pressure, behavior, real locations, motivated light, restrained camera, and concrete sensory details.
• Grounded cinematic imagination: use when the user wants realistic film craft but says it is not creative enough, too ordinary, too montage-like, or lacks imagination. Use references/grounded-cinematic-imagination.md with references/cinematic-realism.md; keep reality believable but add one memorable real-world perception rule, evidence trail, object witness, constraint, reveal, or natural system as drama.
• Hybrid: use only when the user explicitly asks to blend realism with a light conceptual device. Keep one foot in real behavior and avoid impossible physics dominating the film.

Workflow

0. Resolve latest-brief authority and quarantine stale context. The newest user request controls the active brief. When the user says "重新写", "还是不行", "同质化", "没创意", "不要这个方向", or similar, do not silently inherit the previous script's setting, motif, protagonist, visual device, emotional engine, or product demonstration method. List the previous route's residue and ban it unless the newest request explicitly repeats it. If the newest request only names a product/category, treat earlier scene words as stale context, not active constraints.

1. Decide whether the user has given a specific topic. A specific topic means more than a product/category. It includes at least one concrete creative anchor such as setting, character, event, cultural tension, visual device, product truth, campaign route, genre, or scene direction. Examples: "奶粉 + 原始森林 + 有机阳光", "巴宝莉香水 + 电影质感 + 伦敦画廊", "999 感冒灵 + 感冒把世界调错台". If the user only says "写一个奶粉剧本", "重新写一个奶粉剧本", "给我几个广告创意", or otherwise gives no specific topic, stop before scripting and output a topic shortlist.

2. Topic shortlist stage when no specific topic is given. Use references/topic-first-workflow.md. Provide 5-8 distinct topic territories before any script. Each topic must differ in audience tension, setting/POV, creative device, product role, proof method, visual memory, and likely tone. Include a one-line idea, why it fits the product/category, what makes it different from recent routes, and the risk. Ask the user to pick one or combine two. Do not include a full script at this stage.

3. Creative imagination stage after the user picks a topic. Use references/topic-first-workflow.md and references/creative-methods.md. Develop 3-5 creative routes inside the selected topic. For each route, include the core insight, creative leap, product role, memory asset, key visual, story engine, and why it avoids sameness. Recommend one route and ask for confirmation unless the user's selection is already decisive or they explicitly ask to continue.

4. Script generation stage. Only write the full script after a topic and route are selected, or when the user gave a specific topic at the start and did not request intermediate selection.

5. Diagnose the brief. Extract product, audience, objective, channel, duration, offer, proof points, taboo claims, mandatories, and brand tone. Mark unknowns, but keep moving with sensible assumptions.

6. Classify the industry and decision logic. Use references/industry-adapters.md for categories such as baby/parenting, food, beauty, health, finance, education, tech, auto, home appliances, B2B, luxury, retail, travel, games, public service, and local services. If the category is not listed, infer the closest decision logic: trust, risk reduction, status, transformation, belonging, speed, sensory pleasure, proof, or habit formation.

• Strategic sell: clear, credible, production-friendly.
• Human truth: built around a sharp emotional contradiction.
• Impossible world rule: for High-concept imagination, a lateral device grounded in the product truth.
• Cinematic realism: for Grounded cinematic realism, a truthful observed situation with strong performance and visual detail.
• Campaign platform: designed around a repeatable world, fluent device, line, ritual, social behavior, visual law, or realistic recurring gesture.

For each route, include the one-line idea, core insight, mode, world rule or realistic situation, distinctive asset, entry-point memory trigger, why it fits the brand, key visual, risks, and best format.

14. Kill weak routes before scripting. Use references/quality-rubric.md. Reject routes that are generic, interchangeable, claim-led without drama, visually decorative, or dependent on overexplaining VO. If all routes are weak, generate new routes from a different transformation axis.

15. Write the chosen or strongest route. If the user has not chosen, pick the strongest route and say why. For high-imagination scripts, create a beat density table before the full script and ensure the world rule governs at least 70% of screen time. For grounded cinematic realism, create a realism treatment table plus character/scene bible before the full script and ensure each beat has real detail, performance behavior, motivated light, ambient sound, spatial blocking, and product role. Deliver a complete script in the requested format. Default to a 30-60 second brand/TVC script unless the channel implies short-form performance ads.

16. Run the visual-planning gate. Use references/visual-planning.md. Define the core visual metaphor, recurring visual asset, color/light arc, camera language, product visibility rule, motion grammar, transition rule, and end-frame composition. Then provide scene-by-scene beats, dialogue/VO/supers, product integration, art direction, music/sound, and storyboard frames. Do not treat long script beats as finished storyboard rows; production storyboard shots should normally be 1.5-4 seconds, with shorter exact-time AI keyframes when generation is expected.

17. Package for AI or production when needed. When AI generation is expected, add image prompts and video prompts after the script. Use references/storyboard-ai-prompts.md to split director shots into AI keyframes. Output two clearly labeled layers when useful: a compact Director Shot List for edit logic, and a mandatory AI Image Keyframes table for generation. Do not use one 6-8 second director shot as one image prompt. AI image keyframes must use exact timepoints or intervals no longer than 2 seconds, and each row must include camera movement intent, motion handoff to next keyframe, transition in, and transition out. For every director-storyboard row, add a 生成画面拆分 column that states how many images to generate, which images they are, and how each image connects or transitions to the next. Use shot cards and single-moment keyframes, not vague scene paragraphs.

18. Red-team and refine. Score the idea on insight, originality, industry fit, product indispensability, visual clarity, memorability, social spread, production feasibility, and AI-generation feasibility. Include the score only when useful; always revise weak areas before finalizing.

Output Formats

Use the smallest format that satisfies the request:

• Concept routes: use before the user commits to an idea.
• Script table: timecode, visual action, VO/dialogue, supers, sound, product role.
• Storyboard package: frame number, image, action, composition, product detail, 生成画面拆分, prompt.
• AI image keyframe package: exact timepoint or max 2-second interval, keyframe type, single visual moment, shot size/angle, camera movement intent, motion handoff, transition in/out, image prompt, negative constraints.
• Performance ad pack: hooks, pain point, proof, demo, CTA, variants.
• Pitch document: campaign idea, film script, key visuals, social extensions, production notes.

For premium creative scripts, prefer this structure:

Title
One-line Idea
Audience Insight
Creative Leap
Why It Sells

Script
00-05s ...
05-15s ...
15-30s ...

Storyboard Frames
1. ...

AI Prompt Package
Director shot list:
Keyframe prompts:
Video prompts:
Negative constraints:

Creative Director Notes

Quality Rules

• Make the product indispensable to the story. If the same film works after swapping in any competitor, revise it.
• Do not let creative imagination outrun the theme. A world rule, genre, setting, or metaphor is invalid unless it dramatizes the communication job: brand building, product marketing, trust/proof, launch, performance, or hybrid. For milk powder, do not reduce every idea to functional selling; brand films may build long-term trust, parent-child worldview, emotional memory, distinctive assets, or category entry-point salience, while product/proof films should connect to feeding routine, nutrition support, quality system, sourcing/certification, or parental confidence.
• Do not output the first acceptable idea. Create contrast between routes, then select.
• When rewriting after negative feedback, do not inherit old scene nouns or imagery by default. If the previous draft used forest, sunlight, moss, stream, wood table, kitchen, future letter, calibration, channels, gallery, rain, or any other distinctive motif, quarantine that motif and its close semantic family unless the user explicitly asks to keep it.
• Do not reuse the same conceptual engine within a conversation unless the user explicitly asks for a sequel or series.
• For high-creative imagination requests, do not accept Level 1-2 imagination: literal sell or warm metaphor. Use a Level 4-5 world rule or brand mythology from references/imagination-engine.md.
• For grounded cinematic realism requests, do not force fantasy. Use real spaces, truthful pressure, observed behavior, motivated light, natural sound, restrained performance, and cinematic shot planning from references/cinematic-realism.md.
• For grounded cinematic imagination requests, do not retreat into pretty montage. Give the film one memorable real-world device: evidence trail, object witness, production constraint, misread-then-reveal, natural system as drama, private ritual under pressure, or counter-image. Reality should feel sharper, not more decorative.
• Do not accept a strange one-off if it cannot become a brand asset or platform. Weirdness must create memory for the brand and future buying situations.
• Do not let the middle collapse into normal daily-life examples. Every major beat must be changed by the same world rule; labels such as "mission", "test", or "task" are not enough if the scene remains ordinary.
• Do not output vague storyboard descriptions. Each important frame must include narrative job, shot size, camera angle/movement, composition, product placement, light/color, sound/supers, and transition.
• For AI image generation, do not overload a keyframe. One generated image should carry one decisive moment, one main subject, one action, one emotional state, and one product role. Split complex shots into setup/action/consequence keyframes.
• For AI image generation, never output 6-second or 8-second image-prompt rows. Use exact timepoints or max 2-second intervals, and mark camera movement intent, motion handoff, transition in, and transition out for every keyframe.

Reference Use

Load references only when needed:

• Read references/anti-sameness.md whenever generating multiple creative routes, revising after "not creative enough", or continuing a campaign across multiple scripts.
• Read references/creative-effectiveness.md whenever building a hero campaign idea, brand film, or any high-imagination route that must become memorable and extendable.
• Read references/character-scene-realism.md whenever the user says realism is not enough, people/scenes feel generic, or asks for richer character, scene, performance, set dressing, blocking, or lived-in detail.
• Read references/cinematic-realism.md whenever the user asks for 超真实电影质感, grounded realism, realistic brand film, documentary feel, premium naturalistic TVC, or non-fantasy advertising.
• Read references/grounded-cinematic-imagination.md whenever a realistic/cinematic script is still too ordinary, too predictable, too natural-montage-like, lacks imagination, or needs a more memorable real-world creative device without becoming fantasy.
• Read references/creative-methods.md when the user asks for more original, strategic, or high-concept ideas.
• Read references/imagination-engine.md whenever the user asks for high creativity, says an idea has no imagination, or the category tends to produce warm but familiar scripts.
• Read references/industry-adapters.md whenever the category is unfamiliar, regulated, high-trust, B2B, or materially different from everyday consumer goods.
• Read references/quality-rubric.md before finalizing a script, and whenever the user questions whether the creative is actually good.
• Read references/script-formats.md when producing TVC, brand film, short video ad, performance ad, or pitch output.
• Read references/storyboard-ai-prompts.md when turning scripts into storyboards, keyframes, image/video generation prompts, or when the user says generated images cannot understand overloaded frames.
• Read references/theme-fit-gate.md before creating imaginative routes for any specific product/category, and whenever the user says the idea does not fit the theme, is off-topic, or feels like random creativity.
• Read references/topic-first-workflow.md whenever the user asks for a script but gives only a product/category, asks to rewrite without a specific new topic, or complains that outputs are同质化 and wants a stronger ideation process.
• Read references/visual-planning.md when the user needs stronger分镜, shot planning, picture description, director treatment, visual expression, or AI keyframe prompts.