# Ad Creative Brief > Generate structured creative briefs for ad designers with brand-consistent direction - Skill: `ekatasingh1107/ad-creative-brief` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add ekatasingh1107/ad-creative-brief` - Raw SKILL.md: https://api.skillmd.com/api/skills/ekatasingh1107/ad-creative-brief/raw - Safety review: PASS (external: skill-scanner PASS, skillspector PASS) - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: ekatasingh1107 (https://skillmd.com/u/ekatasingh1107) - Updated: 2026-08-19 - Page: https://skillmd.com/skills/ekatasingh1107/ad-creative-brief --- # Ad Creative Brief Generator Produces structured creative briefs for ad designers across all formats: social ads (Meta, LinkedIn, Instagram), display ads, Google Ads, and video ads. Each brief includes objective, target audience, key message, tone, mandatory elements, format specifications, reference examples, and do's/don'ts. References `brand-voice` and `visual-brand` from config for brand consistency. ## Prerequisites - `agency.config.json` in the project root - Campaign objective and target audience from user - Optional: `visual-brand` output for style constraints - Optional: existing ad performance data for optimization context ## Phase 0: Intake 1. Read `agency.config.json` from the project root. 2. Extract `agency.name`, `agency.tagline`, `agency.domain` for branding. 3. Extract `outreach.tone` for voice direction. 4. Extract `icp.segments[]` for audience targeting context. 5. Extract `case_studies[]` for proof points available to reference. 6. Extract `services[]` for offer framing. 7. Collect inputs from the user: - **Campaign objective**: awareness, traffic, leads, conversions, retargeting - **Product/service**: what is being advertised - **Target audience**: segment, demographics, psychographics - **Platform(s)**: Meta, LinkedIn, Google Display, Instagram, YouTube - **Budget tier**: low (<$1K/mo), medium ($1K-5K), high ($5K+) - **Key offer**: discount, free trial, free audit, case study, webinar - **Competitor context**: who else is advertising to this audience - **Timeline**: when does the campaign launch ## Phase 1: Audience and Messaging Strategy Define the creative strategy before generating the brief: **Audience profile:** ``` TARGET AUDIENCE: --- Segment: [from ICP or custom] Job titles: [decision maker titles] Pain points: 1. [Primary pain -- what keeps them up at night] 2. [Secondary pain -- what frustrates them daily] 3. [Aspirational gap -- where they want to be vs where they are] Awareness level: [unaware / problem-aware / solution-aware / product-aware / most-aware] ``` **Message hierarchy:** ``` MESSAGE FRAMEWORK: --- Primary message: [One sentence. The single thing they should remember.] Supporting proof: [Data point, case study, or social proof that backs the primary message.] CTA: [Specific action. "Book a free CRO audit" not "Learn more".] Urgency driver: [Why now? Limited spots, seasonal, competitor pressure, or none.] ``` **Tone calibration:** - Match `outreach.tone` from config - Adjust for platform (LinkedIn: professional, Instagram: casual, Meta: direct) - Adjust for awareness level (unaware: educate, aware: persuade, most-aware: convert) ## Phase 2: Format Specifications For each requested platform, define creative specs: **Meta Ads (Facebook/Instagram feed):** ``` FORMAT: Meta Feed Ad Sizes: 1080x1080 (square), 1080x1350 (portrait), 1200x628 (landscape) Text overlay: <20% of image area Primary text: 125 chars (above fold), 250 max Headline: 40 chars max Description: 30 chars max CTA button: [Shop Now / Learn More / Book Now / Sign Up / Get Offer] ``` **Instagram Stories/Reels:** ``` FORMAT: Instagram Stories Size: 1080x1920 (9:16) Duration: 5-15 seconds (static with motion), 15-60 seconds (video) Safe zone: keep text within center 80% Sound: optional but recommended for Reels ``` **LinkedIn Ads:** ``` FORMAT: LinkedIn Sponsored Content Sizes: 1200x627 (single image), 1080x1080 (carousel card) Introductory text: 150 chars (above fold), 600 max Headline: 70 chars max Description: 100 chars max (optional) CTA button: [Learn More / Sign Up / Register / Download / Apply] ``` **Google Display:** ``` FORMAT: Google Display Network Sizes: 300x250, 336x280, 728x90, 160x600, 320x50 (mobile) Text limits: headline (30 chars), description (90 chars) Logo: required, clear at small sizes ``` ## Phase 3: Creative Brief Document Generate the complete brief: ``` CREATIVE BRIEF === Campaign: [Campaign name] Date: [Brief date] Prepared by: [agency.name] OBJECTIVE: [What this campaign needs to achieve. One sentence. Measurable.] TARGET AUDIENCE: [Audience profile from Phase 1] KEY MESSAGE: [Primary message. What do we want them to think/feel/do?] PROOF POINT: [Case study result, data point, or testimonial to reference] TONE & VOICE: [2-3 adjectives. Example: "confident, helpful, no-BS"] MANDATORY ELEMENTS: - Logo placement: [position and size] - Brand colors: [primary, secondary hex codes] - Font: [heading and body fonts] - URL/CTA: [specific URL or CTA text] - Legal: [disclaimers, trademark symbols if needed] FORMAT & SIZES: [From Phase 2 -- all required sizes and specs] VISUAL DIRECTION: - Hero element: [product shot / lifestyle image / illustration / data visualization] - Background: [solid color / gradient / image / pattern] - Layout: [centered / asymmetric / grid / full-bleed image with text overlay] - Motion: [static / subtle animation / video -- specify if animated] COPY DIRECTION: - Headline options: 1. [Option A -- benefit-led] 2. [Option B -- pain-led] 3. [Option C -- proof-led] - Body copy: [Key phrases or full copy if needed] - CTA: [Button text] REFERENCE EXAMPLES: 1. [Description of reference ad 1 -- what to take from it] 2. [Description of reference ad 2 -- what to take from it] DO'S: - [Specific instruction 1] - [Specific instruction 2] - [Specific instruction 3] DON'TS: - [Anti-pattern 1 -- e.g., "No stock photos of handshakes"] - [Anti-pattern 2 -- e.g., "No more than 3 font sizes"] - [Anti-pattern 3 -- e.g., "No blue CTA buttons (competitor color)"] DELIVERABLES: - [List every size/format needed with file format (PNG, JPG, MP4)] - [Number of variations needed] - [Deadline] ``` ## Phase 4: Variation Strategy Recommend A/B test variations: ``` A/B TEST PLAN: --- Variable: [What changes between variations] Version A: [Description -- e.g., "benefit headline + product image"] Version B: [Description -- e.g., "pain headline + lifestyle image"] Version C: [Description -- e.g., "social proof headline + data visual"] Split: [Equal 33/33/33 or 50/50 for two variants] Success metric: [CTR / CPA / conversion rate] Minimum sample: [Impressions needed for significance] ``` ## Phase 5: Output Return the complete creative brief as structured JSON: ```json { "creative_brief": { "campaign_name": "", "date": "", "objective": "", "target_audience": { "segment": "", "titles": [], "pain_points": [], "awareness_level": "" }, "messaging": { "primary_message": "", "proof_point": "", "cta": "", "urgency": "", "headline_options": [], "body_copy": "" }, "tone": "", "brand_elements": { "colors": {}, "fonts": {}, "logo_placement": "", "mandatory_url": "" }, "formats": [ { "platform": "", "size": "", "text_limits": {}, "cta_button": "" } ], "visual_direction": { "hero_element": "", "background": "", "layout": "", "motion": "" }, "references": [], "dos": [], "donts": [], "ab_test": { "variable": "", "versions": [], "success_metric": "" }, "deliverables": [], "deadline": "" } } ``` ## Example Usage **Trigger phrases:** - "Create an ad brief for our Meta campaign" - "I need a creative brief for LinkedIn ads targeting D2C founders" - "Generate ad creative direction for the Kibi Sports case study" - "Brief the designer for Instagram story ads" - "Write a creative brief for Google Display retargeting" ``` User: Create a Meta ad brief to promote our CRO audit service Assistant: [reads config, builds audience profile from ICP, generates complete brief with 3 headline options, visual direction, format specs, and A/B test plan] ``` ``` User: I need LinkedIn ad creatives for US D2C brands Assistant: [targets US/UK/AU segment, adjusts tone for LinkedIn, generates professional brief with sponsored content specs and carousel options] ```