Ads Creative

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:

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:

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):

Google Ads:

TikTok:

LinkedIn:

Pinterest:

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:

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:

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