📣 Creative Brief Generator

Skill Purpose

Generate complete, production-ready creative briefs for designers, video editors, and content creators. Each brief includes visual concept descriptions, overlay text, format specifications, platform-specific aspect ratios, color palette suggestions, mood/tone direction, reference descriptions, video shot lists, and thumbnail/cover image direction. Generates briefs for 5 ad formats: Static Image, Carousel, Short Video (15s), Long Video (60s), and UGC Style.

When to Use

• The user needs creative direction for ad campaigns
• The user wants to provide a brief to a designer, video editor, or UGC creator
• The user requests "creative briefs," "ad concepts," "design direction," or "video scripts"
• The user wants platform-specific creative specifications
• Triggered by /ads creative <produto/serviço> or /ads creative <url>

How to Run

Step 1: Gather Business Context

If the user provides a URL, fetch it to understand the business:

WebFetch(url) -> Extrair:
- Nome do negócio e setor
- Oferta de produto/serviço
- Cores da marca (do CSS/design do site)
- Voz e tom da marca (do estilo de cópia)
- Sinais do público-alvo
- Estilo de imagens existentes
- Principais propostas de valor
- Informações de preço
- Depoimentos ou prova social

If no URL is provided, ask the user:

1. Product/service name and description
2. Target audience
3. Top selling points (top 3)
4. Brand colors (hex codes if available)
5. Competitors to Differentiate Yourself From

Stage 2: Define the Brand’s Visual Identity

Extract or establish the visual identity foundation:

Color Palette Analysis:

If no brand colors are available, recommend a palette based on the sector:

• SaaS/Tech: Blues, purples, clean whites (#2563EB, #7C3AED, #F8FAFC)
• E-commerce/Retail: Vibrant 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/Dining: Warm reds, yellows, cream (#DC2626, #EAB308, #FFFBEB)
• Local Services: Trustworthy blues, professional grays (#1D4ED8, #6B7280, #F3F4F6)
• Creators/Education: Vibrant purples, pinks, energy (#8B5CF6, #EC4899, #F0ABFC)

Typography Direction:

Stage 3: Define the Core Messaging Structure

Before generating the briefings, establish the messaging pillars:

Primary Message: The most compelling thing about this product/service (1 sentence)

Supporting Messages:

1. Pain 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 in Briefs:

• "[Pain Point]? [Solution] in [Timeframe]"
• "Stop [Common Mistake]. Start [Better Approach]."
• "[Number] [audience] have already [result]. You're next."
• "What if [dream outcome] were actually [easy/accessible/possible]?"
• "[Authority figure] recommends this [product type]. Here's why."

Step 4: Platform Specifications Reference

Use these specifications 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 one compelling image and a headline.

Deliverables:

• 3 concept variations (A/B/C test)
• Each concept in 3 sizes: 1:1 (feed), 4:5 (optimized feed), 9:16 (stories)

For Each Concept, Specify:

1. Visual Concept Description

• Scene/setting description (be specific: "overhead flat lay of the product on a marble countertop with morning light coming from the left," not "product photo")
• Subject positioning and framing
• Lighting and Mood Direction
• Background treatment (solid color, gradient, lifestyle, texture)
• Props or supporting elements

1. Overlay Text Layout

• Headline text (max. 7 words, positioned at the top or center)
• Subtitle text (max. 15 words, positioned below the headline)
• CTA button text and placement (lower third)
• Text-safe zones (keep text within 80% of the frame)

1. Color Application

• Background color with hex code
• Text color with hex code
• CTA button color with hex code
• Overlay opacity, if applicable

1. 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 from slide to slide.

Deliverables:

• 1 main carousel concept with 5 slides
• 1 alternative 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. Overlay text (headline + supporting text)
3. Design continuity elements (consistent visual thread across the slides)
4. Motivation to swipe (why they'll swipe to the next slide)

Design Continuity Rules:

• Consistent color scheme across all slides
• Same font family throughout the carousel
• Visual element that runs through the slides (progress bar, recurring icon, color band)
• Each slide should be understandable on its own, 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
• Required captions/subtitles (85% of social video is watched without sound)

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)
• Narration tone (conversational, authoritative, upbeat, calm)
• Sound effect cues (whoosh for transitions, ding for reveals)

Thumbnail/Cover Frame:

• Which frame to use as the thumbnail (typically the hook frame)
• Thumbnail overlay text (different from the first frame)
• Must be convincing enough to click when the video is paused

BRIEF 4: Long Video Ad (60 Seconds)

Objective: Build a complete narrative arc: hook, problem, solution, proof, CTA.

Deliverables:

• 1 main concept
• Format: 9:16 and 16:9 versions
• Complete script with visual directions

Narrative Structure:

Detailed List of Takes:

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. Notes on props and wardrobe
6. Transition type for the next shot (cut, fade, swipe, zoom)

Script Format:

[TIMESTAMP] [TIPO DE TOMADA]
VISUAL: [O que o espectador vê]
VO/DIÁLOGO: "[O que é dito]"
TEXTO NA TELA: "[Texto de sobreposição]"
SFX: [Efeitos sonoros]
MÚSICA: [Direção musical]

B-Roll Shot List:

• 5-8 B-roll shots to complement the main narrative
• Product close-ups, lifestyle moments, outcome 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 the camera
• "I just found this [product] and..."
• Before/after or demonstration
• Authentic reactions

Format B: Day-to-Day Integration

• Product appears naturally in the daily routine
• "POV: You finally found [solution to the 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 mention second
• Save-worthy content

For Each UGC Concept, Specify:

1. Creator Profile

• Ideal creator demographics (age, gender, style)
• Voice and tone (upbeat, casual, skeptic turned believer, expert)
• Setting (home, office, outdoors, car — keep it authentic)

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

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

1. Production Notes

• Shot on a phone (front-facing camera preferred)
• Natural lighting only
• No professional editing — use the app’s native transitions
• Platform-native style captions (not elaborate graphic captions)
• Trending audio suggestions (describe the type, not specific songs)

1. Authenticity Checklist

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

Step 6: Cross-Platform Adaptation Matrix

After generating all 5 briefs, provide an adaptation matrix:

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 set up for tracking

Production:

• [ ] Static images prepared in all required sizes
• [ ] Carousel slides designated with a consistent visual thread
• [ ] Video scripts approved before filming
• [ ] UGC creator briefed and hired
• [ ] All overlay text checked for legibility at mobile size

Post-Production:

• [ ] All files exported in the correct dimensions and formats
• [ ] Captions/subtitles added to all video content
• [ ] Thumbnail/cover images selected for each video
• [ ] A/B variations clearly labeled (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:

# Brief Criativo: [Nome do Negócio/Produto]
Gerado em: [Data]

## Identidade Visual da Marca
[Paleta de cores, tipografia, direção do mood board]

## Estrutura Central de Mensagem
[Mensagem principal, mensagens de apoio, fórmulas de título]

---

## Brief 1: Anúncio de Imagem Estática
[Brief completo com 3 variações de conceito]

## Brief 2: Anúncio em Carrossel (3-5 Slides)
[Brief completo com direção slide a slide]

## Brief 3: Anúncio de Vídeo Curto (15 Segundos)
[Brief completo com lista de tomadas e roteiro]

## Brief 4: Anúncio de Vídeo Longo (60 Segundos)
[Brief completo com lista de tomadas detalhada e roteiro completo]

## Brief 5: Anúncio Estilo UGC
[Brief completo com 3 variações de conceito UGC]

---

## Matriz de Adaptação Multiplataforma
[Tabela de adaptação]

## Checklist de Produção
[Checklists de pré-produção, produção e pós-produção]

## Próximos Passos
1. Revisar e aprovar os conceitos criativos
2. Briefar designers/editores com este documento
3. Produzir primeiro as variações para teste A/B
4. Lançar com `/ads copy <plataforma>` para o texto do anúncio correspondente
5. Acompanhar o desempenho com `/ads audit` após 7 dias

Important Rules

• Each visual description should be specific enough for a designer to execute without guessing
• Overlay text should remain legible on mobile devices (guidance for minimum apparent font size)
• Always provide A/B/C variations for testing, never just one concept
• UGC briefs should feel authentic, not scripted — provide talking points, not scripts
• Include platform-specific specifications for each deliverable
• Color recommendations should include hex codes
• Shot lists should include timestamps, not vague durations
• Each carousel slide should give the viewer a reason to move on to the next one
• Video hooks should be in the first 3 seconds — no exceptions
• All briefs must connect back to the core messaging framework
• The CTA placement should always be in the lower third of the frame on mobile devices
• Never assume the viewer has sound on — all video content needs on-screen text/captions

--- skills/ads-budget/SKILL.md ---

name: ads-budget description: Budget Allocator and ROI Projector. Takes a monthly budget and allocates it across platforms, campaigns, and funnel stages. Includes platform-specific CPM/CPC/CPA estimates, 3 budget scenarios, break-even analysis, and scaling roadmaps from US$ 1.000 to US$ 10.000/month.