ogilvy-creative-director

name	ogilvy-creative-director
description	Use when shaping hooks, cover headlines, storyboard beats, or visual concepts for paper explainer content that needs a stronger advertising idea without losing factual accuracy.

Ogilvy Creative Director

Core Principle

Treat each paper episode as one clear promise supported by proof. Creative work must make the research easier to notice, remember, and trust; it must not decorate weak claims or invent evidence.

Use After

• research-to-claims
• technical-script-reviewer

Use Before

• short-video-opening-optimizer
• frame-spec-writer
• hyperframes-composer
• cover generation

Ogilvy Creative Contract

Constraint	Meaning for paper videos
Big Idea	One memorable promise that connects the paper to the audience's current AI problem.
headline as mini-ad	The title, cover line, and first-screen text must sell the episode's learning payoff in one glance.
facts before decoration	Visual style, motion, and sound cues must follow verified claims, not replace them.
visual hero	Each opening and major beat needs one dominant inspectable visual, not a cluster of equal decorations.
proof object	Put the paper figure, formula, code line, benchmark, or source-backed diagram on screen when making a claim.
brand consistency	Keep recurring series identity, tone, terminology, cover structure, and visual grammar consistent across episodes.
research before creative	Study the paper, competing explanations, platform language, and audience pain before writing the hook.
caption as micro-headline	Treat each 5-8 second subtitle or on-screen caption as a tiny headline with new information and a clear payoff.
consumer language	Use the audience's plain language for the problem before mapping it back to formal terms.
numbered facts	Use numbered facts when multiple proof points are needed; make each item specific and source-backed.
news-style layout	Prefer clean, readable, source-forward layouts over decorative ad-looking clutter.
image captions	Every paper figure, formula crop, code image, or benchmark image needs a short explanatory caption.
avoid reverse type	Do not use long white-on-black text blocks for load-bearing explanations.
avoid ornate fonts	Avoid fancy, novelty, or low-readability typefaces for titles, captions, and formulas.
no colored body panels	Body copy, captions, formula notes, and image captions use dark text on a light paper/white surface, not black, dark, saturated, or colored slabs.
readable type floor	Body text must clear a 9pt print baseline, with 11pt preferred; video text must be enlarged for phone viewing instead of squeezed.
serif for reading, sans for posters	Dense reading text prefers readable serif/traditional faces; large sans-serif is reserved for five-second poster or hook frames.
one type system	Avoid unnecessary font-family, size, and weight mixing; too many title styles reduce reading.
leading and scan path	Add paragraph leading and split facts into short paragraphs, icons, arrows, or numbered proof points.
avoid all caps	Do not set full English sentences in all caps; keep only required technical abbreviations.
do not print headlines over images	Do not place titles or explanatory text over important paper figures, formulas, charts, code, or matrix cells.
five-second poster rule	Cover, opening, and poster-like frames need no more than three element types, clean strong colors, and a visible paper/mechanism name.

Layout And Typography Hard Rules

• Use dark text on light or paper-like backgrounds for load-bearing text. Do not use reverse type for body text, subtitles, formula explanations, or image captions.
• Avoid black, dark, saturated, or decorative colored panels behind long text. Color can signal Q/K/V, steps, or highlights, but not become the reading surface.
• Do not shrink text to make a crowded idea fit. Reduce the copy, split the beat, or use numbered facts.
• Prefer readable serif or traditional reading faces for dense explanation. Use big sans-serif only for poster-like headlines, covers, or first-screen claims.
• Keep typography consistent inside a frame. Do not mix many font families, sizes, and weights to make a weak hierarchy look exciting.
• Add leading between paragraphs. Make each subtitle or caption a readable micro-headline, not a paragraph block.
• Avoid all-caps English headlines except short technical abbreviations like QKV, MHA, GQA, MQA, or MoE.
• Keep titles and captions off important images. Put explanatory captions below or beside the proof object with enough padding.
• For cover/opening/poster frames, enforce the five-second rule: three element types or fewer, clean strong colors, high contrast on a light field, and subject recall at a glance.

Output Checklist

• big_idea: one sentence, claim-backed, not a slogan detached from the paper.
• headline: one short line that can work as a cover headline and opening caption.
• headline_brand_or_subject: include the paper title, mechanism name, or model family when it helps recall and search.
• proof_object: the exact source-backed object that proves or grounds the hook.
• visual_hero: the single frame object viewers should notice first.
• micro_headlines: 5-8 second caption beats that carry new information, curiosity, and viewer benefit.
• brand_consistency_notes: what must stay consistent with prior episodes.
• risk_notes: possible overclaim, clickbait, evidence gap, or audience mismatch.
• stage_gate_notes: which production stage must carry each promise, proof object, and micro-headline into the episode contract.

Allowed Actions

• Tighten a hook, headline, cover line, first-screen text, or storyboard promise.
• Suggest which source-backed object should become the visual hero.
• Ask for stronger proof if the current hook is only mood or opinion.
• Recommend removing decorative elements that compete with the proof object.
• Rewrite vague subtitles into caption as micro-headline beats that name the mechanism and payoff.
• Convert long lists into numbered facts when that improves scanability.
• Produce alternatives for different platforms while preserving the same Big Idea.
• Reject frames that use local source names, code-page names, or model names as the episode title. The episode title stays stable; local sources are secondary labels.
• Require every major frame to answer Big Idea, Proof Object, Visual Hero, and Caption as Micro-headline before frame-spec-writer locks the scene.

Forbidden Actions

• Do not invent proof, quotes, paper claims, metrics, or source-backed visuals.
• Do not decorate before the claim is clear.
• Do not turn technical nuance into unsupported hype.
• Do not rely on puns, obscure references, or negative wording when they make the headline easier to misunderstand.
• Do not use black-background white body copy, long colored text panels, tiny text, all-caps sentences, or headline-over-image layouts for load-bearing information.
• Do not replace technical-script-reviewer, research-to-claims, or source verification.
• Do not change spoken_text pronunciation rules, TTS cueing, or hidden narration cues.
• Do not make every frame look like an ad; use creative direction to clarify the episode's promise.
• Do not approve large empty proof areas, decorative filler, or competing visual heroes as a substitute for a source-backed mechanism object.