Creative Brief Generator

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:

Act	Timestamp	Duration	Purpose	Emotional Arc
Hook	0:00-0:05	5s	Pattern interrupt, question, or bold claim	Curiosity
Problem	0:05-0:15	10s	Agitate the pain point, show consequences	Frustration/Fear
Bridge	0:15-0:20	5s	Transition from problem to solution	Hope
Solution	0:20-0:35	15s	Product demo, mechanism explanation	Interest/Excitement
Proof	0:35-0:50	15s	Testimonials, results, data, before/after	Trust/Desire
CTA	0:50-0:60	10s	Offer, urgency, clear next step	Urgency/Action

Detailed Shot List:

For each segment, specify:

1. Camera angle and movement (static, pan, zoom, tracking)
2. Subject and framing
3. Lighting (natural, studio, dramatic, soft)
4. Location/set description
5. Props and wardrobe notes
6. Transition type to next shot (cut, fade, swipe, zoom)

Script Format:

[TIMESTAMP] [SHOT TYPE]
VISUAL: [What the viewer sees]
VO/DIALOGUE: "[What is said]"
TEXT ON SCREEN: "[Overlay text]"
SFX: [Sound effects]
MUSIC: [Music direction]

B-Roll Shot List:

• 5-8 B-roll shots to supplement the main narrative
• Product close-ups, lifestyle moments, results visuals
• Each B-roll shot: description, duration, where it fits in the edit

---

BRIEF 5: UGC-Style Ad

Objective: Create authentic, native-looking content that feels like an organic post, not an ad.

Deliverables:

• 3 UGC concept variations
• Format: 9:16 (vertical) for TikTok, Reels, Stories
• Raw/authentic aesthetic (NOT polished studio quality)

UGC Format Options:

Format A: Testimonial/Review Style

• Creator speaks directly to camera
• "I just found this [product] and..."
• Before/after or demonstration
• Authentic reaction shots

Format B: Day-in-the-Life Integration

• Product appears naturally in daily routine
• "POV: You finally found [solution to problem]"
• Trending format adaptation
• Lifestyle context

Format C: Problem-Solution Tutorial

• "If you're struggling with [problem], try this..."
• Step-by-step demonstration
• Educational value first, product plug second
• Save-worthy content

For Each UGC Concept, Specify:

1. Creator Profile

   • Ideal creator demographic (age, gender, style)
   • Tone of voice (excited, casual, skeptical-turned-believer, expert)
   • Setting (home, office, outdoors, car — keep it authentic)

2. Script/Talking Points (NOT word-for-word — UGC should feel unscripted)

   • Opening hook (first 2 seconds)
   • Key points to hit (3-4 bullet points)
   • Product mention/reveal moment
   • Closing CTA (subtle, not salesy)

3. Production Notes

   • Shot on phone (front-facing camera preferred)
   • Natural lighting only
   • No professional editing — use native app transitions
   • Captions in platform-native style (not fancy graphic captions)
   • Trending audio suggestions (describe the type, not specific songs)

4. Authenticity Checklist

   • Looks like it could be a real post
   • No corporate language or jargon
   • Imperfect framing is okay (adds authenticity)
   • Real reaction/emotion visible
   • Would blend into a normal feed without standing out as "ad"

Step 6: Cross-Platform Adaptation Matrix

After generating all 5 briefs, provide an adaptation matrix:

Brief	Meta Feed	Meta Stories	TikTok	YouTube	LinkedIn	Pinterest	Google Display
Static Image	1:1	9:16	N/A	N/A	1.91:1	2:3	Responsive
Carousel	1:1 (5 slides)	9:16 (5 slides)	N/A	N/A	1:1 (5 slides)	N/A	N/A
Short Video 15s	4:5	9:16	9:16	16:9 (bumper)	1:1	9:16	N/A
Long Video 60s	4:5	N/A	9:16	16:9	16:9	N/A	N/A
UGC-Style	4:5	9:16	9:16	N/A	N/A	N/A	N/A

Step 7: Production Checklist

Include a final production checklist in the output:

Pre-Production:

• Brand colors confirmed (hex codes)
• Logo files obtained (PNG with transparency)
• Product photography/video assets available
• Testimonials/reviews selected for social proof
• Landing page URL confirmed for CTA
• UTM parameters defined for tracking

Production:

• Static images designed in all required sizes
• Carousel slides designed with consistent visual thread
• Video scripts approved before shooting
• UGC creator briefed and contracted
• All text overlays checked for readability at mobile size

Post-Production:

• All files exported in correct dimensions and formats
• Captions/subtitles added to all video content
• Thumbnail/cover images selected for each video
• A/B variations labeled clearly (Concept A, B, C)
• Files organized by platform and format

Output Format

Save the complete brief as ADS-CREATIVE-BRIEF.md in the current working directory.

Structure the output file as:

# Creative Brief: [Business/Product Name]
Generated: [Date]

## Brand Visual Identity
[Color palette, typography, mood board direction]

## Core Messaging Framework
[Primary message, supporting messages, headline formulas]

---

## Brief 1: Static Image Ad
[Complete brief with 3 concept variations]

## Brief 2: Carousel Ad (3-5 Slides)
[Complete brief with slide-by-slide direction]

## Brief 3: Short Video Ad (15 Seconds)
[Complete brief with shot list and script]

## Brief 4: Long Video Ad (60 Seconds)
[Complete brief with detailed shot list and full script]

## Brief 5: UGC-Style Ad
[Complete brief with 3 UGC concept variations]

---

## Cross-Platform Adaptation Matrix
[Adaptation table]

## Production Checklist
[Pre-production, production, post-production checklists]

## Next Steps
1. Review and approve creative concepts
2. Brief designers/editors with this document
3. Produce A/B test variations first
4. Launch with `/ads copy <platform>` for matching ad copy
5. Track performance with `/ads audit` after 7 days

Important Rules

• Every visual description must be specific enough for a designer to execute without guessing
• Text overlays must respect mobile readability (minimum apparent font size guidance)
• Always provide A/B/C variations for testing, never a single concept
• UGC briefs should feel authentic, not scripted — provide talking points, not scripts
• Include platform-specific specs for every deliverable
• Color recommendations must include hex codes
• Shot lists must include timestamps, not vague durations
• Carousel slides must each have a reason for the viewer to swipe to the next
• Video hooks must be in the first 3 seconds — no exceptions
• All briefs should connect back to the core messaging framework
• CTA placement should always be in the bottom third of the frame for mobile
• Never assume the viewer has sound on — all video content needs text overlays/captions