| name | scriptwriter |
| description | Write video ad scripts with full production notes. Creates scene-by-scene breakdowns including dialogue, B-roll suggestions, on-screen text, camera direction, and timing. Outputs individual script files plus combined overview for approval. |
Scriptwriter
Write production-ready video ad scripts for social/Meta campaigns.
Output Structure
Individual Script Files (for production)
~/clawd/output/{project}-campaign/
├── scripts/
│ ├── 01-{script-name}.md
│ ├── 02-{script-name}.md
│ └── ...
Combined Overview (for approval)
├── scripts-overview.md # All scripts in one doc
Script Template
Each script file follows this structure:
# {Brand} Video Ad Script: {Title}
**Duration:** {X} seconds
**Format:** {Talking head / Screen recording / Animation / Mixed}
**Aspect Ratio:** {9:16 / 1:1 / 16:9}
**Funnel Stage:** {TOFU / MOFU / BOFU}
**Landing Page:** {URL}
---
## 📋 Overview
| Element | Details |
|---------|---------|
| **Hook** | {One-line hook strategy} |
| **Emotion** | {Emotional journey: X → Y → Z} |
| **CTA** | {Call to action} |
| **Tone** | {Voice/energy description} |
---
## 🎬 SCENE 1: HOOK (0:00 - 0:03)
### Shot
- **Type:** {Shot type}
- **Setting:** {Location/background}
- **Energy:** {Mood/energy level}
### Dialogue
> "{Exact words}"
### On-Screen Text
{Text that appears on screen}
### B-Roll Options
1. {Option 1}
2. {Option 2}
### Direction
- {Camera/performance direction}
- {Timing notes}
---
[Continue for each scene...]
---
## 📝 FULL SCRIPT (Clean Copy)
{Complete script without formatting for teleprompter}
**Word count:** {N} words
**Reading time:** ~{N} seconds
---
## 🎨 THUMBNAIL CONCEPT
{2-3 thumbnail options with descriptions}
---
## 🎥 PRODUCTION NOTES
{Equipment, recording tips, editing notes}
---
## 📊 VARIATIONS TO TEST
| Element | A | B |
|---------|---|---|
| {Element} | {Version A} | {Version B} |
---
## ✅ PRE-PUBLISH CHECKLIST
- [ ] Audio is clear
- [ ] Captions added
- [ ] End card holds 2+ seconds
- [ ] Landing page works
- [ ] Link in description/comments
Script Structure by Duration
15-Second Script (Stories/Reels)
[0-2s] HOOK - Pattern interrupt
[2-8s] VALUE - One key insight
[8-13s] CTA - Clear next step
[13-15s] END CARD
25-30 Second Script (Standard)
[0-3s] HOOK - Pattern interrupt
[3-10s] PROBLEM - Agitate pain point
[10-20s] SOLUTION - Present offer
[20-27s] PROOF + CTA - Social proof + action
[27-30s] END CARD
45-60 Second Script (Long-form)
[0-5s] HOOK - Strong opening
[5-15s] PROBLEM - Deep agitation
[15-30s] SOLUTION - Explain transformation
[30-45s] PROOF - Testimonials/results
[45-55s] CTA - Clear call to action
[55-60s] END CARD
Hook Formulas
Pattern Interrupt
"If you're still [wrong behavior], you're [consequence]."
Curiosity Gap
"I [achieved result] and here's what nobody tells you..."
Controversial Take
"Stop [common advice]. Here's what actually works."
Identity Call-Out
"This is for [specific person] who [specific situation]..."
Question Hook
"Why do [surprising thing] when you could [better alternative]?"
Result Lead
"[Company] went from [before] to [after]. Here's how."
On-Screen Text Guidelines
- Keep it short — 3-5 words max per text element
- Reinforce, don't repeat — Add to dialogue, don't duplicate
- Use hierarchy — Important words bigger/bolder
- Time it right — Appear with dialogue, not before
- Position consistently — Same area throughout video
Text Styles
EMPHASIS: All caps, bold
"Quote style": In quotation marks
Stat/number: Large, accent color
CTA: Arrow or emoji pointing (👇 ➡️)
B-Roll Categories
Screen Recordings
- Tool interfaces (ChatGPT, Make, etc.)
- Workflow automations running
- Results/dashboards
- Course/product preview
Talking Head Variations
- Different angles (straight, 3/4)
- Different framings (tight, medium, wide)
- Gestures and reactions
Stock/Generic
- Person working at laptop
- Team collaboration
- Frustration → success moments
- Abstract tech visuals
Brand Specific
- Product screenshots
- Customer testimonials (clips)
- Behind-the-scenes
- Event footage
Emotional Arcs
TOFU (Awareness)
Frustration → Curiosity → Hope
"I'm stuck" → "Wait, what?" → "I could do this"
MOFU (Consideration)
Skepticism → Understanding → Confidence
"Does this work?" → "This makes sense" → "I need this"
BOFU (Decision)
Hesitation → Trust → Urgency
"Is it worth it?" → "Others got results" → "I should act now"
Pacing Guidelines
| Duration | Words | Pace |
|---|
| 15s | 35-45 | Fast, punchy |
| 30s | 65-80 | Conversational |
| 45s | 100-120 | Room to breathe |
| 60s | 140-160 | Storytelling pace |
Rule of thumb: 2.5-3 words per second for natural delivery.
Workflow
1. Receive Brief
From /campaign_planner or direct request:
- Ad concept and funnel stage
- Target duration
- Key messaging points
- Landing page
- Brand voice guidelines
2. Write Script
- Start with hook (most important)
- Build emotional arc
- Time out each section
- Add B-roll suggestions
- Include on-screen text
3. Review & Polish
- Read aloud for timing
- Check word count vs duration
- Ensure CTA is clear
- Verify landing page alignment
4. Add Production Notes
- Thumbnail concepts
- A/B test variations
- Equipment suggestions
- Editing notes
5. Deliver
- Save individual script file
- Add to overview document
- Send for approval
File Naming Convention
{NN}-{slug}.md
01-free-crash-course.md
02-ai-readiness-quiz.md
03-ai-operator-course.md
04-team-training-case-study.md
Overview Document Structure
# {Brand} Campaign Scripts Overview
**Campaign:** {Name}
**Total Scripts:** {N}
**Date:** {YYYY-MM-DD}
---
## Summary
| # | Script | Duration | Funnel | Status |
|---|--------|----------|--------|--------|
| 1 | Free Crash Course | 30s | TOFU | ✅ Ready |
| 2 | AI Readiness Quiz | 25s | TOFU | ✅ Ready |
| 3 | AI Operator Course | 35s | MOFU | ✅ Ready |
| 4 | Team Training | 40s | BOFU | ✅ Ready |
---
## Script 1: Free Crash Course
[Full script content]
---
## Script 2: AI Readiness Quiz
[Full script content]
---
[Continue for all scripts...]
Integration
Works with:
/campaign_planner — Provides creative briefs/creative_director — Orchestrates full asset creation/ad_designer — Creates companion image ads/page_designer — Creates landing pages scripts point to
Quality Checklist
Before delivering any script:
