-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
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.
-
Run the theme-fit gate before creative imagination.
Use references/theme-fit-gate.md. First classify the communication job: brand building, product marketing, trust/proof, launch, performance, or hybrid. Do not mistake every ad for short-term product selling. Define the product/category, user-given topic, brand role, audience decision logic, category entry point, category trust barrier, plausible product or brand truth, what the creative device dramatizes, why the brand/category is necessary, what would be lost if the brand/product were removed, and what must not be claimed. Reject routes that are merely cinematic, surreal, emotional, or metaphorical without fitting the theme. For milk powder, routes may serve brand meaning, long-term trust, parent-child worldview, distinctive brand assets, category entry-point memory, feeding routine, nutrition support, quality system, sourcing/certification, or parental confidence depending on the job.
-
Find the creative pressure point.
Identify the audience tension, the category lie, the emotional contradiction, and the product truth. Avoid generic insights such as "people want convenience" unless sharpened into a sceneable conflict.
-
Select the creative mode.
If the user asks for high imagination, use High-concept imagination. If the user asks for 超真实电影质感, grounded, realistic, documentary, naturalistic, or non-fantasy, use Grounded cinematic realism. If the user says a realistic / cinematic idea is still not creative enough, too ordinary, too montage-like, or lacks imagination, upgrade to Grounded cinematic imagination. If unclear, present two route options: one high-concept and one grounded cinematic.
-
Run anti-sameness before ideation.
Use references/anti-sameness.md to list banned category cliches, banned routes already used in the conversation, stale-context motifs from the failed route, and 2-3 forced transformations that push the idea into a different conceptual territory. If the last route was rejected for sameness, create at least 5 route territories and choose the one with the lowest similarity to recent outputs.
-
Run the mode-specific engine.
For High-concept imagination, use references/imagination-engine.md. Generate at least 5 impossible premises or world rules before selecting routes. Reject warm metaphors, future letters, growth montages, glowing memories, and poetic but familiar devices when the user wants high creativity.
For Grounded cinematic realism, use references/cinematic-realism.md and references/character-scene-realism.md. Define human truth, observed situation, silent conflict, behavioral proof, product's realistic role, character bible, scene bible, location logic, casting/performance, motivated light source, camera grammar, sound world, brand memory asset, and end-frame truth.
For Grounded cinematic imagination, additionally use references/grounded-cinematic-imagination.md. Define the category cliche to avoid, real pressure, product truth, real-world perception rule, unusual but believable POV, anomalous real image, repeated brand asset, sound device, opening disturbance, mid-film escalation, final reversal, and why it remains realistic.
-
Run the brand-memory gate.
Use references/creative-effectiveness.md. Define the repeatable device, distinctive assets, buying-situation memory trigger, platform potential, and business/perception shift before writing the script.
-
Generate routes before scripting.
Offer distinct creative routes suited to the selected mode:
