# Campaign Kv > Campaign KV Skill - Skill: `rickidea0320-cpu/campaign-kv` (Agent Skill) - Install (CLI): `npx skillmds@latest add rickidea0320-cpu/campaign-kv` - Raw SKILL.md: https://api.skillmd.com/api/skills/rickidea0320-cpu/campaign-kv/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: rickidea0320-cpu (https://skillmd.com/u/rickidea0320-cpu) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/rickidea0320-cpu/campaign-kv --- # Campaign KV Skill ## Skill Name campaign-kv ## Purpose 用于将 campaign idea 转化为 key visual system，重点处理核心母题、主视觉概念、系列一致性、视觉叙事和延展控制。 ## When to Use - 新品发布、品牌活动、节日 campaign、主题传播、线上线下整合活动。 - 需要定义 hero KV 和多渠道延展。 - 需要判断 KV 是否能成为 campaign ecosystem 的视觉锚点。 - 需要把 slogan、主张和视觉叙事统一。 ## When Not to Use - 只做长期品牌 identity 时，使用 `brand-design`。 - 只做单张海报时，使用 `poster-design`。 - 只做社媒封面时，使用 `social-media-visual`。 - 只处理 AI 图像生成时，使用 `ai-image-art-direction`。 ## Inputs - Campaign goal - Core message / slogan - Target audience - Brand identity - Product or offer - Channels and asset list - Timeline and campaign period - Existing imagery or required assets ## Outputs - Campaign diagnosis - Core motif - Hero KV concept - Visual narrative - System rules - Adaptation map - Brand integration notes - Evaluation score ## Core Judgment 先用 creative strategy 和 campaign 案例经验定义核心母题，再判断 hero KV 是否能承载主张与品牌记忆，最后用多渠道案例校准 consistency anchors 和 adaptation loss。 ## Decision Logic - First decision: 把 campaign idea 压缩成一个 core motif，而不是多个卖点并列。 - Second decision: 决定 hero KV 如何表现母题：symbol、scene、product action、typographic idea、character、metaphor。 - Third decision: 定义 consistency anchors：type lockup、color field、image logic、layout frame、graphic device、motion rule。 - Evidence calibration: campaign validation 必须检查 idea、brand、channel adaptation 三者是否一致。 - Experience rule: award campaign cases 显示强 idea 若无法被资产系统重复，会停留在一次性广告。 - Experience rule: motion / broadcast identity cases 显示 KV 的一致性常来自 behavior rules，而不只是静态画面。 - Prioritize: campaign memorability、brand alignment、channel scalability、narrative clarity。 - Reduce: 次要卖点、过多视觉隐喻、无法延展的复杂场景、只适合单图的效果。 - Suppress: 与品牌资产冲突的 campaign style、抢产品的装饰、无法裁切的图像结构。 - What breaks the output: KV 只有一张漂亮图，没有系统；延展后不再像同一 campaign；slogan 和 visual 各说各话。 ## Workflow 1. Diagnose: 总结 campaign 目标、受众、主张、渠道。 2. Define Motif: 写出一个核心母题和它的传播角色。 3. Concept KV: 定义 hero KV 的主视觉概念和叙事机制。 4. Anchor System: 确定跨资产保持一致的 type、color、image、layout、graphic device。 5. Validate: 对照 brand systems、visual semiotics、studio campaign practice 和 award sources 校准。 6. Adapt Map: 映射 OOH、social、banner、story、retail、motion 等版本。 7. Brand Check: 判断 campaign 是否强化而不是削弱品牌。 8. Critique: 检查延展失败、信息过载和生产风险。 9. Output: 交付 KV direction、rules、adaptation notes。 ## Output Format - Handoff Target: 交付给 campaign designer / production designer / media team / motion team / retail team。 - Asset Type: hero KV、adaptation map、channel rules、handoff specs。 - Campaign Objective: 传播目标和期望反应。 - Core Motif: 一句话母题。 - Hero KV Concept: 主视觉如何表达母题。 - Visual Narrative: 观众看到什么、理解什么、记住什么。 - Consistency Anchors: 不可变元素。 - Flexible Elements: 可随渠道变化的元素。 - Locked Campaign Assets: type lockup、motif、color relationship、image behavior 中必须不变的部分。 - Adaptation Map: 各渠道如何裁切和重排。 - Adaptation Requirements: OOH、social、banner、story、retail、motion 各自的重排规则。 - Validation Binding: canonical / studio / contemporary references。 - Brand Integration: 品牌资产如何进入而不抢戏。 - Production Notes: 比例、素材、motion、handoff。 - Evaluation Score: 按本 Skill 评分。 ## Quality Bar KV 必须能承载一个 campaign idea，并在多渠道延展中保持同一母题、同一品牌、同一识别系统。 ## Anti-Patterns - Single-image trap: 只有 hero 图，没有任何延展规则；campaign evidence 需要系统，而不是单图。 - Message-visual split: slogan 讲 A，视觉讲 B。 - Over-metaphor: 隐喻过多，观众需要解释才能理解。 - Brand disappearance: campaign 很强，但品牌资产和品牌语气消失。 - Crop failure: 主视觉在 story、banner、OOH 中无法裁切。 - Product invisibility: 产品或核心 offer 被艺术表达压住。 - Series drift: 每张延展物都像不同 campaign。 - Case-backed evidence: Collins brand worlds 显示强 campaign personality 需要 motif governance。 - Case-backed evidence: Gretel motion systems 显示 consistency anchors 可以来自 motion / sequence behavior。 - Case-backed evidence: Cannes Design cases 显示 idea-led work 仍需清楚 brand and product role。 - Case-backed evidence: Mother Design campaign work 显示文化语气不能替代 offer clarity。 - Case-backed evidence: social platform rollouts 显示 hero KV 若无 crop logic 会在渠道中损耗。 ## Evaluation Criteria 1-5 分： - Motif clarity: 核心母题是否清楚。 - Hero KV strength: 主视觉是否有记忆点。 - Narrative alignment: slogan、visual、product 是否一致。 - Brand alignment: 是否强化品牌。 - Series consistency: 多资产是否保持同一系统。 - Channel evidence fit: 是否被多媒介延展逻辑支持。 - Adaptability: 是否能适配多渠道。 - Real-world performance: hero KV 在 OOH、social、banner、retail 中的信息损耗。 - Real-world performance: campaign assets 是否能被识别为同一母题，而非同一模板。 - Rollout stability: 多资产、多供应商、多渠道执行后是否仍是同一 campaign。 - Adaptation fidelity: 各渠道重排后 core motif 和 brand anchor 是否保留。 - Asset drift tolerance: 临时尺寸、不同素材、不同语言是否导致主视觉漂移。 - Handoff integrity: KV rules 是否足以指导 motion、social、OOH 和 retail 执行。 - Production readiness: 素材、比例、动效和交付是否可执行。 ## Production Notes 必须作为 production handoff 记录：master ratio、required crops、safe zone、type lockup、logo placement、locked motif、flexible elements、image rights、motion rules、asset naming、channel variants、retail / OOH specs、social specs、handoff owner 和 approval flow。 ## Canonical References - Brand Systems: 支持 campaign 与 brand memory 的关系。 - Visual Semiotics: 支持母题、符号和视觉叙事。 - Information Design: 支持跨渠道信息压缩。 ## Studio References - Collins: 可验证 expressive identity and campaign worlds。 - Gretel: 可验证 motion / campaign system consistency。 - Wolff Olins: 可验证 strategic transformation campaign logic。 - Mother Design: 可验证 cultural campaign personality。 ## Validation Notes - Production validation conclusion: KV rollout 最先损耗的是 motif clarity 和 crop integrity。 - Production validation conclusion: campaign assets 需要 locked anchors，否则渠道适配会变成不同活动。 - Production validation conclusion: motion、social、OOH、retail 的重排规则必须先定义，不能等切图时修。 - Contemporary Validation Sources: Cannes Design、D&AD、Creative Review 可作为 campaign quality and communication validation。 ## Evidence Gaps - 缺完整 rollout proof：hero KV 到 OOH、story、banner、retail、motion 的逐项损耗记录。 - 缺 campaign degradation proof：活动周期内多轮加素材、改尺寸、换语言后的 drift。 - 缺 product-led campaign deployment proof：产品可见度、品牌锚点和艺术表达在真实渠道中的平衡。 ## Production Proof First production proof focus: cross-asset rollout stability and campaign degradation. 本 Skill 的生产验证目标是判断 hero KV 进入 OOH、social、banner、retail、motion 和 localized variants 后，core motif、brand anchor、product role 和 visual narrative 是否稳定保留。 ## Real-world Stress Conditions - Channel ratio conflict: 横版、竖版、方图、超宽屏同时存在。 - Motion adaptation: 静态 KV 转 motion 后 motif 被过度动画化。 - Retail clutter: 线下物料增加价格、活动信息、二维码。 - Social compression: 小屏裁切后 slogan、product、brand anchor 损耗。 - Localization: 文案长度变化破坏 type lockup。 - Asset substitution: 拍摄素材不足，使用替代图造成世界观漂移。 - Late-stage stakeholder changes: 增加卖点导致核心母题被稀释。 ## Production Constraints - Master KV must define crop anchors and non-crop zones. - Type lockup requires minimum sizes and alternate stacking. - Product visibility rules must be specified per channel. - Motion rules must define what may animate and what must stay stable. - Retail versions need separate information hierarchy. - Localized copy requires prebuilt type lockup variants. - Asset naming and variant ownership must be controlled. ## Output Loss Layer - What degrades first: slogan legibility、product visibility、secondary visual devices。 - What collapses under pressure: core motif、crop composition、series consistency。 - What survives: locked type lockup、clear motif symbol、brand anchor、simple product role。 - What becomes noise: extra claims、decorative campaign devices、motion effects、retail stickers。 - What loses brand signal: campaign colors replacing brand assets、logo-only brand presence、off-system imagery。 ## Failure Under Execution - Hero KV 在主视觉中成立，但 9:16 story 裁切后产品和 slogan 分离。 - OOH 版本为了远读放大文字，motif 被挤出画面。 - Motion team 给所有元素加动效，导致 campaign anchor 不稳定。 - Retail 版本加入价格和二维码后变成促销物料，失去 campaign feeling。 - Localized copy 变长后 type lockup 崩坏。 - 不同设计师各自处理 crop，系列一致性消失。 ## Production Recovery Rules - If crop breaks motif, rebuild each ratio from crop anchors, not the master image edge. - If product visibility drops, define product-safe zone before adding claims. - If type lockup breaks, switch to approved stacked variant, not manual scaling. - If retail information crowds KV, create a retail hierarchy layer separate from hero motif. - If motion weakens recognition, lock first and last frames around the campaign anchor. - If localization expands copy, use pre-approved short copy or alternate type lockup. - If series drift appears, reduce flexible elements and repeat consistency anchors. ## Injected Cases - Case Name: Creative strategy / single-minded proposition principles Type: canonical Why It Matters: 支持一个 campaign 只服务一个核心母题。 What It Validates: core motif first。 What It Corrects: 纠正卖点并列。 What It Adds: single-minded focus。 - Case Name: Brand systems and campaign consistency principles Type: canonical Why It Matters: 支持 campaign 与 brand memory 的关系。 What It Validates: brand anchors in campaign。 What It Corrects: 纠正活动吃掉品牌。 What It Adds: continuity。 - Case Name: Visual semiotics for motif and metaphor Type: canonical Why It Matters: 支持视觉母题和符号可理解。 What It Validates: metaphor needs clarity。 What It Corrects: 纠正过度隐喻。 What It Adds: motif legibility。 - Case Name: Collins expressive launch / campaign worlds Type: studio Why It Matters: 展示 campaign-like brand worlds。 What It Validates: expressive motif governance。 What It Corrects: 纠正风格漂移。 What It Adds: world consistency。 - Case Name: Gretel motion and campaign systems Type: studio Why It Matters: 展示 sequence、motion 和 static assets 的一致性。 What It Validates: behavior as anchor。 What It Corrects: 纠正静态图依赖。 What It Adds: motion-aware KV thinking。 - Case Name: Mother Design cultural campaign systems Type: studio Why It Matters: 展示文化语气和商业传播的平衡。 What It Validates: personality with message。 What It Corrects: 纠正语气覆盖 offer。 What It Adds: cultural relevance。 - Case Name: Cannes Design campaign patterns Type: contemporary Why It Matters: 提供 idea-led campaign quality benchmark。 What It Validates: idea must travel through assets。 What It Corrects: 纠正单点创意。 What It Adds: communication impact。 - Case Name: D&AD campaign craft benchmarks Type: contemporary Why It Matters: 提供 craft and system scrutiny。 What It Validates: concept and execution alignment。 What It Corrects: 纠正低执行质量。 What It Adds: professional craft threshold。 ## Extracted Heuristics - Learn: KV begins with one motif, not one image；Strengthens: campaign core；Apply: all KV briefs。 - Learn: anchor elements must be named before adaptation；Strengthens: consistency；Apply: asset rollout。 - Learn: behavior can be a visual anchor；Strengthens: motion-aware systems；Apply: digital campaigns。 - Learn: slogan and visual must validate each other；Strengthens: narrative alignment；Apply: campaign concepting。 - Learn: product role must be protected；Strengthens: commercial clarity；Apply: product launches。 - Learn: metaphor must survive fast reading；Strengthens: visual semiotics；Apply: OOH and social。 - Learn: campaign freshness is expression layer, not brand replacement；Strengthens: brand alignment；Apply: seasonal campaigns。 - Learn: crop logic must be designed, not repaired；Strengthens: production adaptation；Apply: multi-channel KV。 ## Case-backed Refinements - Reinforced: core motif is the first campaign decision. - Corrected: KV is not only a static hero image; behavior and adaptation are part of the system. - Narrowed: expressive campaign worlds require product and brand anchors. ## Inherits - Canonical System: hierarchy、composition、brand consistency。 - Trend Overlay: 只用于 campaign freshness，不覆盖母题。 - Taste System: premium vs generic、bold vs noisy、maturity。 - Anti-Pattern System: single-image KV、trend-led campaign、generic AI visual。 - Critique System: campaign system critique。 - Evaluation System: campaign-specific scoring。 ## Version - Version: V1.0 (production-proven) - Status: production-proven - Last updated: 2026-05-02