Ads Create: Campaign Concept & Copy Brief Generator

Generates structured campaign concepts and platform-specific copy from your brand profile and optional audit data. Outputs campaign-brief.md for use by /ads generate.

Quick Reference

Command	What it does
`/ads create`	Full campaign brief → `campaign-brief.md`
`/ads create --platforms meta google`	Brief for specific platforms only
`/ads create --objective leads`	Brief optimized for lead generation

Process

Step 1: Check for Brand Profile

Look for brand-profile.json in the current directory.

Found: Load and proceed.
Not found: Ask the user:
"I don't see a brand-profile.json in this directory. Would you like to:
1. Run /ads dna <url> first to extract brand DNA automatically
2. Describe your brand manually (I'll create a basic profile from your description)"

If the user chooses manual, collect:

Brand name and website
Primary color (or "unsure")
3 words that describe the brand voice
Target audience (age, role, key pain point)
Main product/service offering

Step 2: Check for Audit Results

Look for ADS-AUDIT-REPORT.md or any *-audit-results.md in the current directory.

Found: Read them. Note the top 3 weaknesses (creative fatigue, tracking gaps, wasted spend) to address in concepts.
Not found: Continue without. Note in the brief: "No audit data found; concepts are generalized. Run /ads audit for weakness-targeted concepts."

Step 3: Collect Campaign Parameters

If --platforms or --objective flags were provided in the command, use those values and skip the corresponding questions below.

Ask (combine into one message; omit any already provided via flags):

Platforms: Which ad platforms? (Meta · Google · LinkedIn · TikTok · YouTube · Microsoft · All)
Objective: Sales/Revenue · Leads/Demos · App Installs · Brand Awareness · Retargeting
Offer or brief: Any specific offer, promotion, or message to highlight? (optional)
Number of concepts: How many campaign concepts? (default: 3)

Step 4: Select Copy Framework

Read ads/references/copy-frameworks.md and recommend a framework based on campaign goal + platform + audience temperature:

Framework	Best For
AIDA (Attention, Interest, Desire, Action)	Cold audiences, awareness campaigns
PAS (Problem, Agitate, Solve)	Pain-point products, problem-aware audiences
BAB (Before, After, Bridge)	Transformation offers, coaching, fitness
4P (Promise, Picture, Proof, Push)	Direct response, high-intent audiences
FAB (Features, Advantages, Benefits)	Product-focused, comparison shoppers
Star-Story-Solution	Brand storytelling, warm audiences

Include the selected framework name in campaign-brief.md for the copy-writer agent.

Step 5: Spawn Creative Agents in Sequence

Agents must run sequentially; copy-writer reads the file that creative-strategist writes, so running them in parallel creates a race condition on campaign-brief.md.

Step 5a; Spawn creative-strategist (Task tool): This agent creates campaign-brief.md and writes the strategic sections: ## Brand DNA Summary, ## Campaign Concepts, ## Image Generation Briefs, ## Next Steps.

Additional instructions for creative-strategist:

For e-commerce businesses, also read skills/ads-plan/assets/ecommerce-creative.md and select the appropriate creative playbook (Product Launch, Sale/Promotion, Seasonal, Retargeting, Brand Awareness)
Include banana domain mode recommendations in each Image Generation Brief (Product, Editorial, Cinema, UI/Web, or Portrait)

Wait for creative-strategist to fully complete before continuing.

Step 5b; Spawn copy-writer (Task tool): After creative-strategist completes, spawn copy-writer. It reads the existing campaign-brief.md and appends the ## Copy Deck section with platform-specific headlines, primary text, and CTAs.

Additional instructions for copy-writer:

Read ads/references/copy-frameworks.md and apply the selected framework structure to all ad copy
Generate 2 framework variants per platform: primary (recommended framework)
- secondary (alternative for A/B testing)

Wait for copy-writer to complete before proceeding to Step 6.

Step 6: Review and Present

After both agents complete, confirm campaign-brief.md exists and is complete.

Present a summary to the user:

✓ campaign-brief.md generated

Summary:
  Concepts: [N] campaign concepts created
  Platforms: [list]
  Copy deck: Headlines, primary text, and CTAs for each concept × platform
  Image briefs: [N] image generation briefs ready

Next steps:
  1. Review campaign-brief.md and adjust any messaging
  2. Run `/ads generate` to produce AI images from the briefs
  3. Upload copy and assets to your ad platforms

campaign-brief.md Format Specification

The following section headings are a parsing contract; agents downstream depend on these exact heading names.

# Campaign Brief: [brand_name]
**Generated:** [date]
**Website:** [website_url]
**Platforms:** [comma-separated list]
**Objective:** [objective]
**Concepts:** [N]

## Brand DNA Summary
[3-sentence synthesis of brand-profile.json: voice, visual identity, target audience]

## Audit Context
[If audit data found: top 3 weaknesses being addressed]
[If no audit data: "No audit data; run /ads audit for weakness-targeted concepts"]

## Campaign Concepts

### Concept 1: [Name]
**Hypothesis:** [why this will work; 1 sentence]
**Primary Message:** [core message; 1 sentence]
**Tone:** [voice reading from brand-profile.json]
**Visual Direction:** [2-3 sentences describing imagery]
**Target Platforms:** [platforms and rationale]
**CTA:** [call to action text]
**Addresses:** [audit finding or "general brand awareness"]

### Concept 2: [Name]
[same structure]

[repeat for all concepts]

## Copy Deck
[appended by copy-writer agent; headlines, primary text, CTAs per concept per platform]

## Image Generation Briefs

### Brief 1: [Concept Name]: [Platform]
**Prompt:** [exact generation prompt]
**Dimensions:** [WxH]
**Safe zone notes:** [constraint or "None"]

### Brief 2: [Concept Name]: [Platform]
**Prompt:** [exact generation prompt]
**Dimensions:** [WxH]
**Safe zone notes:** [constraint or "None"]

[one brief per concept × platform combination]

## Next Steps
1. Review all concepts and select which to move forward with
2. Run `/ads generate` to produce images from the briefs above
3. Adjust CTAs and offers in the copy deck for your specific promotion
4. Upload final assets to your ad platform managers

Quality Gates

Minimum 3 concepts (unless user requests fewer)
Distinct angles: no two concepts share the same primary message angle
Platform fit: concepts targeting TikTok must acknowledge vertical-only format and sound-on context
Offer anchoring: if the user provided a specific offer, at least 1 concept must lead with it
Image briefs: every concept must have at least one image brief per requested platform

Meta Andromeda Optimization

For Meta campaigns: recommend diverse creative concepts (different motivators, visual styles, messaging angles) to maximize Andromeda retrieval. Similarity Score >60% between ads triggers clustering and suppression.

Platform Character Limits

Verify platform character limits are current. Meta reduced headline display length on mobile in 2025.

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