# Ad Creative Brief > Creates detailed ad creative briefs with visual direction, copy variants, dimensions, and platform specifications. Use when producing ads for any paid media channel. - Skill: `reaperinvest/ad-creative-brief` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/ad-creative-brief` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/ad-creative-brief/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Coding & Dev Tools - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/ad-creative-brief --- # Ad Creative Brief ## When to Use This Skill Use this skill when you need to: - Create a detailed creative brief for ad production (images, video, or carousel) - Write multiple copy variations for different platforms and formats - Define visual direction, dimensions, and brand guidelines for ad assets - Brief a designer, videographer, or AI image tool on ad creative requirements **DO NOT** use this skill for campaign strategy, audience targeting, or budget planning. This is specifically for the creative assets — what the ad looks, sounds, and reads like. --- ## Core Principle GREAT AD CREATIVE STOPS THE SCROLL IN UNDER 2 SECONDS — EVERY ELEMENT (IMAGE, HEADLINE, COPY, CTA) MUST WORK TOGETHER TO DELIVER ONE CLEAR MESSAGE THAT COMPELS ACTION. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Product/offer** | "What are you advertising?" | No default — must be provided | | **Platforms** | "Where will these ads run? (Facebook, Instagram, Google, TikTok, YouTube)" | Facebook + Instagram | | **Objective** | "What should the ad achieve? (clicks, leads, sales, awareness)" | Conversions | | **Target audience** | "Who is this ad for? Be specific." | No default — must be provided | | **Brand guidelines** | "Do you have brand colors, fonts, or style rules?" | No formal guidelines | | **Number of variations** | "How many creative versions do you need?" | 3-5 variations | | **Format** | "Static images, video, carousel, or all?" | Static images + video | **GATE: Confirm before building creative briefs.** --- ## Phase 2: Creative Strategy ### Messaging Angles Define 3-5 messaging angles to test: ``` ## Creative Angles **Angle 1: Problem-Solution** Message: "[Pain point they experience] → [Your product fixes it]" Emotion: Relief, frustration → resolution **Angle 2: Social Proof** Message: "[X customers / specific result] achieved with [product]" Emotion: Trust, FOMO **Angle 3: Benefit-First** Message: "[Specific outcome they want] — here's how" Emotion: Desire, aspiration **Angle 4: Objection Buster** Message: "Think [product] isn't for you? Here's why you're wrong." Emotion: Curiosity, reconsideration **Angle 5: Urgency/Offer** Message: "[Discount/bonus] available for [limited time]" Emotion: Urgency, opportunity ``` ### Format Selection ``` ## Formats to Produce | Format | Platform | Dimensions | Use Case | |--------|----------|-----------|----------| | Static square | FB/IG feed | 1080x1080 | Primary format | | Static vertical | IG Stories/Reels | 1080x1920 | Story placements | | Static horizontal | Facebook feed | 1200x628 | FB-specific | | Video (15-30s) | FB/IG/TikTok | 1080x1080 + 1080x1920 | Highest engagement | | Carousel (3-5 cards) | FB/IG feed | 1080x1080 per card | Story-driven ads | ``` **GATE: Approve angles and formats before writing detailed briefs.** --- ## Phase 3: Creative Briefs ### Static Image Brief Template ``` ## Creative Brief: [Angle Name] **Concept:** [One sentence describing the visual idea] **Dimensions:** [1080x1080 / 1080x1920 / 1200x628] **Visual Direction:** - Background: [Color/image/gradient] - Main visual: [Product shot / lifestyle / graphic / screenshot] - Text overlay: [3-7 words, large readable font] - Logo placement: [Top-left corner, subtle] - Color palette: [Primary, secondary, accent] **Copy:** - Text overlay on image: "[Short hook — 3-7 words]" - Primary text (below image): "[2-3 sentences. Hook. Benefit. CTA.]" - Headline: "[30-40 chars]" - CTA button: [Learn More / Shop Now / Sign Up] **Do's:** - High contrast text over image (readable at small size) - One focal point per image - Faces and people increase engagement **Don'ts:** - No more than 20% text on image (Meta guideline) - No cluttered layouts - No small, illegible text ``` ### Video Brief Template ``` ## Video Brief: [Angle Name] **Length:** [15 / 30 / 60] seconds **Dimensions:** [1080x1080 + 1080x1920] **Style:** [Talking head / B-roll montage / Animation / Screen recording] **Script/Storyboard:** **Hook (0-3 seconds):** Visual: [Bold text or surprising visual] Audio/text: "[Question or statement that stops the scroll]" **Problem (3-8 seconds):** Visual: [Show the frustration or pain point] Audio/text: "[Agitate the problem]" **Solution (8-20 seconds):** Visual: [Show the product in action] Audio/text: "[How the product solves it + key benefit]" **Proof (20-25 seconds):** Visual: [Testimonial, results, or social proof] Audio/text: "[Specific result or quote]" **CTA (25-30 seconds):** Visual: [Product + CTA text overlay] Audio/text: "[Clear instruction: Visit, sign up, shop now]" **Music/Sound:** [Upbeat / Calm / Trending audio] **Captions:** Always on (80% of video is watched without sound) ``` ### Carousel Brief Template ``` ## Carousel Brief: [Angle Name] **Number of cards:** [3-5] **Card 1 (Hook):** [Eye-catching image + hook headline] **Card 2 (Problem):** [Pain point or "before" state] **Card 3 (Solution):** [Product introduction] **Card 4 (Proof):** [Result or testimonial] **Card 5 (CTA):** [Clear call to action + offer] Each card: 1080x1080, consistent visual style, text readable at mobile size ``` --- ## Phase 4: Polish ### 1. Platform-Specific Notes Document any platform requirements: - Meta: 20% text rule (guideline, not hard limit), video auto-plays without sound - Google Display: stricter formatting, multiple required sizes - TikTok: organic-feeling creative outperforms polished ads - YouTube: first 5 seconds must hook before the skip button ### 2. Production Checklist - [ ] All dimensions produced for each format - [ ] Copy variations written for each angle - [ ] Brand colors and fonts applied consistently - [ ] Files named with clear convention (angle_format_dimension) - [ ] Mobile preview checked for readability - [ ] Video captions added ### 3. Testing Matrix ``` ## A/B Test Plan | Test | Variable | Version A | Version B | |------|----------|----------|----------| | 1 | Image style | Product shot | Lifestyle photo | | 2 | Headline | Problem-focused | Benefit-focused | | 3 | Format | Static image | Video | | 4 | CTA | "Learn More" | "Shop Now" | ``` --- ## Anti-Patterns - **Designing for desktop first** — 80%+ of social media ads are seen on mobile. Design for small screens first. - **Too much text on images** — cluttered ads get scrolled past. One message, one visual, one CTA. - **Generic stock photos** — authentic, real photos and videos outperform polished stock imagery on social platforms. - **No hook in the first 2 seconds** — if the visual or headline doesn't grab attention instantly, the ad fails. - **Same creative for every platform** — what works on Facebook may not work on TikTok. Adapt the format and style. --- ## Recovery - **No brand guidelines:** Define basic elements now — pick 2-3 colors, one font, and a logo placement. Consistency matters more than perfection. - **No design skills or tools:** Use Canva templates for static ads, CapCut for video editing. Both are free and sufficient for most ad creative. - **All creatives performing poorly:** The offer or audience may be the problem, not the creative. Test a new angle before producing more of the same. - **User needs ads quickly:** Start with 2 static images (problem-solution and social proof angles) at 1080x1080. Expand formats after testing.