creative-brief

name	creative-brief
description	The brief template every ad creative must satisfy before generation. Used by creative-studio to refuse half-baked requests and to keep output consistent. If a brief is missing required fields, demand them before producing assets.

Creative Brief — Required Fields

creative-studio will not generate without ALL of these fields filled. If a field is missing, demand it from the requester before generating.

Required

PRODUCT:        <name + SKU>
LANDING URL:    <product or advertorial URL>
PRICE / OFFER:  <₹ + COD/discount mention>
HOOK:           <one-sentence problem-promise>
ANGLE:          <one of: problem | dream | curiosity | authority | before-after | social-proof | meme>
AUDIENCE:       <persona, age range, geo, language tier>
LANGUAGE:       <Hinglish | Hindi | English | regional>
FORMAT:         <static | video | carousel | collection>
ASPECT RATIOS:  <1:1 | 4:5 | 9:16 | multi>
DURATION:       <if video: 6s / 10s / 15s / 30s>
PLACEMENTS:     <feed | reels | story | explore | placements-all>
VARIANT COUNT:  <default 6 per angle, 3 angles = 18>
BRAND ELEMENTS: <logo on/off, color overlay, font>
COMPLIANCE:     <claims allowed/not, disclaimers needed>
DUE BY:         <date/time>
DELIVERY:       <Drive folder + handoff agent>

Optional but recommended

TALENT:         <Higgsfield Soul name | generic | specific demographic>
SCENE:          <Indian household / kitchen / outdoor / studio>
PROPS:          <list>
MUSIC MOOD:     <energetic / calm / dramatic / trending>
VOICEOVER:      <yes/no, language, gender, age>
CAPTIONS:       <yes — burned in by default>
COMPETITOR REF: <links to creatives we want to outdo or differ from>
DON'TS:         <e.g., no medical claims, no countdown timers, no fake reviews>

Angle definitions (pick one per creative variant; mix angles across the batch)

• problem — open with the pain, agitate, present the product as the fix
• dream — open with the desired outcome, show the path back to product
• curiosity — open with a "wait, how does this work?" hook to force watch-through
• authority — open with credentials/expertise/celebrity-without-rights-issues
• before-after — visual transformation, sequenced
• social-proof — reviews, UGC clips, "10,000 sold this week"
• meme — relatable joke or trend format, native to platform

Hook bank (use as starting points, not verbatim)

Angle	Hinglish hook
problem	"Roz ki neck pain ka permanent solution chahiye?"
dream	"Jaise kisi spa mein ho — ghar baithe, 5 minute mein"
curiosity	"Yeh chhota sa device aapki neck pain ka game palat dega"
authority	"Doctors recommend karte hain — yahi hai wajah"
before-after	"Pehle: 8 ghante ki desk job ke baad. Baad mein: 5 minute is device ke saath"
social-proof	"10,000+ logon ne kaha — 'thank you, finally relief'"
meme	"POV: kal raat tak office laptop pe kaam karna pada"

Hard rules

• Captions burned-in for video. ~85% of Meta video plays in India happen muted.
• First 0.8 seconds must contain the hook visual or text.
• Any health claim ("cures", "guaranteed relief", "doctor approved") requires a written disclaimer placement OR must be removed.
• Indian buyers see through fake — avoid stock-photo aesthetics for UGC angles.
• Brand kit (Canva list-brand-kits) is the source of truth for logo + palette + font.

Sample brief (use as template)

PRODUCT:        Portable Neck Massager (NM-001)
LANDING URL:    https://store.example.in/products/nm-001
PRICE / OFFER:  ₹799 — COD available, 10% off prepaid
HOOK:           5 min mein neck pain gone — sirf ₹799
ANGLE:          batch of 3 — problem, before-after, social-proof
AUDIENCE:       30-50, tier-2/3, desk workers + homemakers, Hindi-leaning
LANGUAGE:       Hinglish
FORMAT:         video
ASPECT RATIOS:  9:16, 4:5
DURATION:       10s
PLACEMENTS:     feed, reels, story
VARIANT COUNT:  6 per angle = 18 total
BRAND ELEMENTS: logo bottom-right last 2s
COMPLIANCE:     no "cures" claims; "relief" OK
DUE BY:         2026-05-08 18:00 IST
DELIVERY:       /Creatives/NM-001/2026-05-08/, hand to ads-manager