// Creates detailed ad creative briefs with visual direction, copy variants, dimensions, and platform specifications. Use when producing ads for any paid media channel.
Writes high-converting ad copy for Facebook, Google, and LinkedIn with multiple creative variations, audience targeting suggestions, and optional ad graphics via Canva. Use when a user needs paid advertising copy, wants to launch ad campaigns, or needs creative variations for A/B testing across ad platforms.
Creates ad performance reporting templates with ROAS analysis, creative insights, and optimization recommendations. Use when you need structured ad campaign reports.
Calculates ad spend budgets based on revenue goals, conversion rates, and cost-per-acquisition targets. Use when planning how much to spend on ads to hit revenue targets.
Sets up affiliate and referral program structures with commission tiers, terms and conditions, affiliate onboarding materials, and promotional asset guidelines. Use when a user wants to launch an affiliate program, needs to recruit partners to promote their product, or wants to create a referral incentive system for existing customers.
Writes affiliate recruitment emails, landing pages, and onboarding materials to attract partners. Use when building or growing an affiliate program.
Creates affiliate program terms and conditions with commission rules, prohibited methods, and termination clauses. Use when launching or documenting an affiliate program.
| name | ad-creative-brief |
| description | Creates detailed ad creative briefs with visual direction, copy variants, dimensions, and platform specifications. Use when producing ads for any paid media channel. |
| allowed-tools | Read Write Glob |
| metadata | {"author":"matthewhitcham","version":"1.0"} |
Use this skill when you need to:
DO NOT use this skill for campaign strategy, audience targeting, or budget planning. This is specifically for the creative assets — what the ad looks, sounds, and reads like.
GREAT AD CREATIVE STOPS THE SCROLL IN UNDER 2 SECONDS — EVERY ELEMENT (IMAGE, HEADLINE, COPY, CTA) MUST WORK TOGETHER TO DELIVER ONE CLEAR MESSAGE THAT COMPELS ACTION.
| Input | What to Ask | Default |
|---|---|---|
| Product/offer | "What are you advertising?" | No default — must be provided |
| Platforms | "Where will these ads run? (Facebook, Instagram, Google, TikTok, YouTube)" | Facebook + Instagram |
| Objective | "What should the ad achieve? (clicks, leads, sales, awareness)" | Conversions |
| Target audience | "Who is this ad for? Be specific." | No default — must be provided |
| Brand guidelines | "Do you have brand colors, fonts, or style rules?" | No formal guidelines |
| Number of variations | "How many creative versions do you need?" | 3-5 variations |
| Format | "Static images, video, carousel, or all?" | Static images + video |
GATE: Confirm before building creative briefs.
Define 3-5 messaging angles to test:
## Creative Angles
**Angle 1: Problem-Solution**
Message: "[Pain point they experience] → [Your product fixes it]"
Emotion: Relief, frustration → resolution
**Angle 2: Social Proof**
Message: "[X customers / specific result] achieved with [product]"
Emotion: Trust, FOMO
**Angle 3: Benefit-First**
Message: "[Specific outcome they want] — here's how"
Emotion: Desire, aspiration
**Angle 4: Objection Buster**
Message: "Think [product] isn't for you? Here's why you're wrong."
Emotion: Curiosity, reconsideration
**Angle 5: Urgency/Offer**
Message: "[Discount/bonus] available for [limited time]"
Emotion: Urgency, opportunity
## Formats to Produce
| Format | Platform | Dimensions | Use Case |
|--------|----------|-----------|----------|
| Static square | FB/IG feed | 1080x1080 | Primary format |
| Static vertical | IG Stories/Reels | 1080x1920 | Story placements |
| Static horizontal | Facebook feed | 1200x628 | FB-specific |
| Video (15-30s) | FB/IG/TikTok | 1080x1080 + 1080x1920 | Highest engagement |
| Carousel (3-5 cards) | FB/IG feed | 1080x1080 per card | Story-driven ads |
GATE: Approve angles and formats before writing detailed briefs.
## Creative Brief: [Angle Name]
**Concept:** [One sentence describing the visual idea]
**Dimensions:** [1080x1080 / 1080x1920 / 1200x628]
**Visual Direction:**
- Background: [Color/image/gradient]
- Main visual: [Product shot / lifestyle / graphic / screenshot]
- Text overlay: [3-7 words, large readable font]
- Logo placement: [Top-left corner, subtle]
- Color palette: [Primary, secondary, accent]
**Copy:**
- Text overlay on image: "[Short hook — 3-7 words]"
- Primary text (below image): "[2-3 sentences. Hook. Benefit. CTA.]"
- Headline: "[30-40 chars]"
- CTA button: [Learn More / Shop Now / Sign Up]
**Do's:**
- High contrast text over image (readable at small size)
- One focal point per image
- Faces and people increase engagement
**Don'ts:**
- No more than 20% text on image (Meta guideline)
- No cluttered layouts
- No small, illegible text
## Video Brief: [Angle Name]
**Length:** [15 / 30 / 60] seconds
**Dimensions:** [1080x1080 + 1080x1920]
**Style:** [Talking head / B-roll montage / Animation / Screen recording]
**Script/Storyboard:**
**Hook (0-3 seconds):**
Visual: [Bold text or surprising visual]
Audio/text: "[Question or statement that stops the scroll]"
**Problem (3-8 seconds):**
Visual: [Show the frustration or pain point]
Audio/text: "[Agitate the problem]"
**Solution (8-20 seconds):**
Visual: [Show the product in action]
Audio/text: "[How the product solves it + key benefit]"
**Proof (20-25 seconds):**
Visual: [Testimonial, results, or social proof]
Audio/text: "[Specific result or quote]"
**CTA (25-30 seconds):**
Visual: [Product + CTA text overlay]
Audio/text: "[Clear instruction: Visit, sign up, shop now]"
**Music/Sound:** [Upbeat / Calm / Trending audio]
**Captions:** Always on (80% of video is watched without sound)
## Carousel Brief: [Angle Name]
**Number of cards:** [3-5]
**Card 1 (Hook):** [Eye-catching image + hook headline]
**Card 2 (Problem):** [Pain point or "before" state]
**Card 3 (Solution):** [Product introduction]
**Card 4 (Proof):** [Result or testimonial]
**Card 5 (CTA):** [Clear call to action + offer]
Each card: 1080x1080, consistent visual style, text readable at mobile size
Document any platform requirements:
## A/B Test Plan
| Test | Variable | Version A | Version B |
|------|----------|----------|----------|
| 1 | Image style | Product shot | Lifestyle photo |
| 2 | Headline | Problem-focused | Benefit-focused |
| 3 | Format | Static image | Video |
| 4 | CTA | "Learn More" | "Shop Now" |