| name | creative-brief |
| description | The brief template every ad creative must satisfy before generation. Used by creative-studio to refuse half-baked requests and to keep output consistent. If a brief is missing required fields, demand them before producing assets. |
Creative Brief — Required Fields
creative-studio will not generate without ALL of these fields filled.
If a field is missing, demand it from the requester before generating.
Required
PRODUCT: <name + SKU>
LANDING URL: <product or advertorial URL>
PRICE / OFFER: <₹ + COD/discount mention>
HOOK: <one-sentence problem-promise>
ANGLE: <one of: problem | dream | curiosity | authority | before-after | social-proof | meme>
AUDIENCE: <persona, age range, geo, language tier>
LANGUAGE: <Hinglish | Hindi | English | regional>
FORMAT: <static | video | carousel | collection>
ASPECT RATIOS: <1:1 | 4:5 | 9:16 | multi>
DURATION: <if video: 6s / 10s / 15s / 30s>
PLACEMENTS: <feed | reels | story | explore | placements-all>
VARIANT COUNT: <default 6 per angle, 3 angles = 18>
BRAND ELEMENTS: <logo on/off, color overlay, font>
COMPLIANCE: <claims allowed/not, disclaimers needed>
DUE BY: <date/time>
DELIVERY: <Drive folder + handoff agent>
Optional but recommended
TALENT: <Higgsfield Soul name | generic | specific demographic>
SCENE: <Indian household / kitchen / outdoor / studio>
PROPS: <list>
MUSIC MOOD: <energetic / calm / dramatic / trending>
VOICEOVER: <yes/no, language, gender, age>
CAPTIONS: <yes — burned in by default>
COMPETITOR REF: <links to creatives we want to outdo or differ from>
DON'TS: <e.g., no medical claims, no countdown timers, no fake reviews>
Angle definitions (pick one per creative variant; mix angles across the batch)
- problem — open with the pain, agitate, present the product as the fix
- dream — open with the desired outcome, show the path back to product
- curiosity — open with a "wait, how does this work?" hook to force watch-through
- authority — open with credentials/expertise/celebrity-without-rights-issues
- before-after — visual transformation, sequenced
- social-proof — reviews, UGC clips, "10,000 sold this week"
- meme — relatable joke or trend format, native to platform
Hook bank (use as starting points, not verbatim)
| Angle | Hinglish hook |
|---|
| problem | "Roz ki neck pain ka permanent solution chahiye?" |
| dream | "Jaise kisi spa mein ho — ghar baithe, 5 minute mein" |
| curiosity | "Yeh chhota sa device aapki neck pain ka game palat dega" |
| authority | "Doctors recommend karte hain — yahi hai wajah" |
| before-after | "Pehle: 8 ghante ki desk job ke baad. Baad mein: 5 minute is device ke saath" |
| social-proof | "10,000+ logon ne kaha — 'thank you, finally relief'" |
| meme | "POV: kal raat tak office laptop pe kaam karna pada" |
Hard rules
- Captions burned-in for video. ~85% of Meta video plays in India happen muted.
- First 0.8 seconds must contain the hook visual or text.
- Any health claim ("cures", "guaranteed relief", "doctor approved") requires a written disclaimer placement OR must be removed.
- Indian buyers see through fake — avoid stock-photo aesthetics for UGC angles.
- Brand kit (Canva
list-brand-kits) is the source of truth for logo + palette + font.
Sample brief (use as template)
PRODUCT: Portable Neck Massager (NM-001)
LANDING URL: https://store.example.in/products/nm-001
PRICE / OFFER: ₹799 — COD available, 10% off prepaid
HOOK: 5 min mein neck pain gone — sirf ₹799
ANGLE: batch of 3 — problem, before-after, social-proof
AUDIENCE: 30-50, tier-2/3, desk workers + homemakers, Hindi-leaning
LANGUAGE: Hinglish
FORMAT: video
ASPECT RATIOS: 9:16, 4:5
DURATION: 10s
PLACEMENTS: feed, reels, story
VARIANT COUNT: 6 per angle = 18 total
BRAND ELEMENTS: logo bottom-right last 2s
COMPLIANCE: no "cures" claims; "relief" OK
DUE BY: 2026-05-08 18:00 IST
DELIVERY: /Creatives/NM-001/2026-05-08/, hand to ads-manager
