ads-creative

# Creative Brief Generator > **Portability note:** `WebFetch` (Step 1) is the only environment dependency. On a non-VPS / no-tool host, ask the user to paste the site copy + brand details instead — the rest of the skill is host-agnostic. ## Single-voice craft (do NOT parallelize) A creative brief is ONE coherent brand voice across all 5 formats. Do **not** fan this out to parallel agents per format — split voices fragment the brand identity (colors drift, tone diverges, headlines stop rhyming with the messaging framework). Author all briefs sequentially in a single pass so Step 3's messaging framework propagates verbatim into every concept. The only "parallel" surface is the deliverable variations (Concept A/B/C), which are intentional A/B contrasts *within* one voice, not separate voices. **Craft upgrades (apply throughout):** 1. **Lock the voice first.** Before writing any brief, fix 3 voice anchors from Step 2-3: a tone word (e.g. "wry, not corporate"), a rhythm rule (e.g. "headlines ≤6 words, punchy verbs"), and a forbidden-word list (e.g. no "unlock", "elevate", "game-changer"). Every headline, VO line, and overlay must pass these anchors. 2. **Specificity over adjectives.** Replace "modern, clean visual" with a directable sentence a designer executes without guessing: subject + framing + light direction + background + one prop. If a line isn't shootable/designable as written, rewrite it. 3. **Earn the hook, then prove it.** Each format's first 3s (or Slide 1) must create a curiosity gap that the rest of the brief *pays off* — trace each hook to a specific proof beat later in the same brief. A hook with no payoff in-brief is a defect. ## Output contract - **Produces:** a single `ADS-CREATIVE-BRIEF.md` in the CWD with: Brand Visual Identity, Core Messaging Framework, 5 complete briefs (each with A/B/C or slide-by-slide direction + specs), Cross-Platform Adaptation Matrix, Production Checklist, Next Steps. - **VERIFY before claiming done:** (1) all 5 briefs present and each ties back to the Step-3 messaging framework; (2) every visual description is shootable/designable (passes craft upgrade #2); (3) every color cited has a hex; every video shot has a timestamp; (4) all 3 voice anchors hold across all briefs; (5) every video format includes muted-watch text overlays. If any check fails, fix before output. ## Evidence & no-hallucination guardrail - Brand colors, voice, audience, and value props come from the fetched URL or the user — **never invent a brand's actual colors, claims, or testimonials.** If a fact is missing, use the labelled industry-palette fallback (Step 2) or a clearly-marked `[PLACEHOLDER: confirm with client]`, never a fabricated specific. - Do not invent quantitative social proof ("4,000 customers", "92% saw results") unless the user supplied it — mark proof beats as `[insert real testimonial/stat]`. - Style references describe an aesthetic; never name or copy a specific real ad/competitor creative. - **Scope discipline:** produce the brief only. Do not write the ad-account copy (`/ads copy`), run the audit (`/ads audit`), or fabricate performance data — hand those off via Next Steps. ## Skill Purpose Generate comprehensive, production-ready creative briefs for designers, video editors, and content creators. Each brief includes visual concept descriptions, text overlay copy, format specifications, aspect ratios per platform, color palette suggestions, mood/tone direction, reference descriptions, shot lists for video, and thumbnail/cover image direction. Produces briefs for 5 ad formats: Static Image, Carousel, Short Video (15s), Long Video (60s), and UGC-Style. ## When to Use - User needs creative direction for ad campaigns - User wants to brief a designer, video editor, or UGC creator - User asks for "creative briefs", "ad concepts", "design direction", or "video scripts" - User wants platform-specific creative specs - Triggered by `/ads creative <product/service>` or `/ads creative <url>` ## How to Execute ### Step 1: Gather Business Context If the user provides a URL, fetch it to understand the business: ``` WebFetch(url) -> Extract: - Business name and industry - Product/service offering - Brand colors (from website CSS/design) - Brand voice and tone (from copy style) - Target audience signals - Existing imagery style - Key value propositions - Pricing information - Testimonials or social proof ``` If no URL is provided, ask the user for: 1. Product/service name and description 2. Target audience 3. Key selling points (top 3) 4. Brand colors (hex codes if available) 5. Competitors to differentiate from ### Step 2: Define Brand Visual Identity Extract or establish the visual identity foundation: **Color Palette Analysis:** | Element | Value | Usage | |---------|-------|-------| | Primary Color | #XXXXXX | Headlines, CTAs, key elements | | Secondary Color | #XXXXXX | Accents, supporting elements | | Background Color | #XXXXXX | Backgrounds, negative space | | Text Color | #XXXXXX | Body copy, descriptions | | Accent Color | #XXXXXX | Highlights, urgency elements | **If no brand colors are available**, recommend a palette based on industry: - **SaaS/Tech**: Blues, purples, clean whites (#2563EB, #7C3AED, #F8FAFC) - **E-commerce/Retail**: Bold oranges, blacks, whites (#F97316, #18181B, #FFFFFF) - **Health/Wellness**: Greens, earth tones, soft whites (#059669, #92400E, #FFF7ED) - **Finance/Legal**: Navy, gold, charcoal (#1E3A5F, #D4A843, #374151) - **Food/Restaurant**: Warm reds, yellows, cream (#DC2626, #EAB308, #FFFBEB) - **Local Services**: Trust blues, professional grays (#1D4ED8, #6B7280, #F3F4F6) - **Creator/Education**: Vibrant purples, pinks, energetic (#8B5CF6, #EC4899, #F0ABFC) **Typography Direction:** | Element | Style | Notes | |---------|-------|-------| | Headlines | Bold sans-serif | Maximum impact, 3-7 words | | Subheadlines | Medium weight | Supporting context | | Body Copy | Regular weight | Readable at small sizes | | CTA Text | Bold, contrasting | Action-oriented, urgent | ### Step 3: Define Core Messaging Framework Before generating briefs, establish the messaging pillars: **Primary Message:** The single most compelling thing about this product/service (1 sentence) **Supporting Messages:** 1. Pain point agitation (what problem does this solve?) 2. Unique mechanism (how does it work differently?) 3. Social proof (who else trusts this?) 4. Urgency/scarcity (why act now?) 5. Risk reversal (what if it doesn't work?) **Headline Formulas to Use Across Briefs:** - "[Pain Point]? [Solution] in [Timeframe]" - "Stop [Common Mistake]. Start [Better Way]." - "[Number] [audience] already [result]. You're next." - "What if [dream outcome] was actually [easy/affordable/possible]?" - "[Authority figure] recommends this [product type]. Here's why." ### Step 4: Platform Specifications Reference Use these specs for all briefs: **Meta (Facebook/Instagram):** | Format | Aspect Ratio | Dimensions | Max File Size | Max Duration | |--------|-------------|------------|---------------|--------------| | Feed Image | 1:1 | 1080x1080 | 30 MB | N/A | | Feed Video | 1:1 or 4:5 | 1080x1080 or 1080x1350 | 4 GB | 240 min | | Stories/Reels | 9:16 | 1080x1920 | 4 GB | 90s (Reels) | | Carousel | 1:1 | 1080x1080 | 30 MB/card | N/A | **Google Ads:** | Format | Aspect Ratio | Dimensions | Notes | |--------|-------------|------------|-------| | Display | Various | 300x250, 728x90, 160x600 | Responsive preferred | | YouTube Pre-roll | 16:9 | 1920x1080 | 6s, 15s, or 30s | | Discovery | 1.91:1 or 1:1 | 1200x628 or 1200x1200 | Landscape or square | **TikTok:** | Format | Aspect Ratio | Dimensions | Duration | |--------|-------------|------------|----------| | In-Feed | 9:16 | 1080x1920 | 5-60s (15s optimal) | | Spark Ads | 9:16 | 1080x1920 | Organic post boosted | **LinkedIn:** | Format | Aspect Ratio | Dimensions | Notes | |--------|-------------|------------|-------| | Single Image | 1.91:1 | 1200x627 | Professional tone | | Video | 1:1 or 16:9 | 1080x1080 or 1920x1080 | 15s-30s optimal | | Carousel | 1:1 | 1080x1080 | 2-10 cards | **Pinterest:** | Format | Aspect Ratio | Dimensions | Notes | |--------|-------------|------------|-------| | Standard Pin | 2:3 | 1000x1500 | Vertical preferred | | Video Pin | 2:3 or 9:16 | 1000x1500 | 6-15s optimal | ### Step 5: Generate Creative Briefs Produce 5 complete briefs, one for each ad format: --- #### BRIEF 1: Static Image Ad **Objective:** Stop the scroll with a single compelling image and headline. **Deliverables:** - 3 concept variations (A/B/C testing) - Each concept in 3 sizes: 1:1 (feed), 4:5 (feed optimized), 9:16 (stories) **For Each Concept, Specify:** 1. **Visual Concept Description** - Scene/setting description (be specific: "overhead flat-lay of product on marble countertop with morning light from left" not "product photo") - Subject positioning and framing - Lighting direction and mood - Background treatment (solid color, gradient, lifestyle, texture) - Props or supporting elements 2. **Text Overlay Layout** - Headline text (max 7 words, positioned top or center) - Subheadline text (max 15 words, positioned below headline) - CTA button text and placement (bottom third) - Text safe zones (keep text within 80% of frame) 3. **Color Application** - Background color with hex code - Text color with hex code - CTA button color with hex code - Overlay opacity if applicable 4. **Mood/Tone Direction** - Emotional tone (aspirational, urgent, calming, bold, playful) - Energy level (high energy, medium, contemplative) - Style reference description (describe a reference aesthetic without naming specific ads) **Concept A:** Problem-focused (show the pain point) **Concept B:** Solution-focused (show the result/outcome) **Concept C:** Social proof-focused (show credibility/results) --- #### BRIEF 2: Carousel Ad (3-5 Slides) **Objective:** Tell a sequential story that builds curiosity slide by slide. **Deliverables:** - 1 primary carousel concept with 5 slides - 1 alternate carousel concept with 3 slides (shorter version) - Format: 1:1 (1080x1080) for Meta, 1:1 for LinkedIn **Carousel Architecture:** | Slide | Purpose | Content Direction | |-------|---------|-------------------| | Slide 1 | Hook/Pattern Interrupt | Bold question or shocking statement. NO product yet. Make them swipe. | | Slide 2 | Problem Agitation | Expand on the pain. Show consequences of inaction. Data point if available. | | Slide 3 | Solution Reveal | Introduce the product/service. Show the mechanism. | | Slide 4 | Proof/Results | Testimonial, case study, before/after, or data. | | Slide 5 | CTA | Clear call to action. Urgency element. Link or next step. | **For Each Slide, Specify:** 1. Visual concept (what the image shows) 2. Text overlay (headline + supporting text) 3. Design continuity elements (consistent visual thread across slides) 4. Swipe motivation (why they'll swipe to the next slide) **Design Continuity Rules:** - Consistent color scheme across all slides - Same font family throughout - Visual element that carries across slides (progress bar, recurring icon, color band) - Each slide should be comprehensible standalone but better in sequence --- #### BRIEF 3: Short Video Ad (15 Seconds) **Objective:** Deliver a complete message in 15 seconds with a strong hook in the first 3 seconds. **Deliverables:** - 2 concept variations - Format: 9:16 (vertical) for Meta Stories/Reels, TikTok; 1:1 (square) for feed - Captions/subtitles required (85% of social video is watched muted) **Shot List Template:** | Timestamp | Duration | Shot Type | Visual | Audio/VO | Text Overlay | |-----------|----------|-----------|--------|----------|--------------| | 0:00-0:03 | 3s | Close-up / Pattern interrupt | [Describe exact visual] | [Hook line] | [Bold text overlay] | | 0:03-0:06 | 3s | Medium / Problem setup | [Describe visual] | [Problem statement] | [Supporting text] | | 0:06-0:10 | 4s | Wide or Product reveal | [Describe visual] | [Solution intro] | [Product name/benefit] | | 0:10-0:13 | 3s | Demo or Proof | [Describe visual] | [Evidence/result] | [Data point or testimonial] | | 0:13-0:15 | 2s | CTA / End card | [Logo + CTA] | [Call to action] | [CTA text + URL] | **First 3 Seconds (Critical):** - Must include a visual or verbal hook that creates curiosity - Options: bold text animation, surprising visual, direct question, controversial statement - NO logos or brand intros in the first 3 seconds **Audio Direction:** - Background music mood (upbeat, dramatic, chill, trending sound) - Voiceover tone (conversational, authoritative, excited, calm) - Sound effects cues (whoosh for transitions, ding for reveals) **Thumbnail/Cover Frame:** - Which frame to use as thumbnail (typically the hook frame) - Text overlay for thumbnail (different from first frame) - Must be compelling enough to click when video is paused --- #### BRIEF 4: Long Video Ad (60 Seconds) **Objective:** Build a complete narrative arc: hook, problem, solution, proof, CTA. **Deliverables:** - 1 primary concept - Format: 9:16 and 16:9 versions - Full script with visual directions **Narrative Structure:**