Advertisement Brief

Advertisement Brief

Overview

Use this skill to convert an ad brief into a shootable short-video script for Douyin and Xiaohongshu. Treat the brief as requirements, not as copy to repeat. Translate selling points into scenes, pain points, comparisons, demonstrations, and creator language.

Default Context

• The user is a new-media planner working mainly on Douyin and Xiaohongshu.
• Common output is a shot table with: shot number, shot size, visual/action, voiceover/dialogue, and on-screen text.
• The script should be easy for a creator, photographer, editor, and client reviewer to understand.
• Prefer Chinese output unless the user asks otherwise.
• If the user provides a DOCX/PDF/image brief, inspect or extract it first, then apply this workflow.
• Default script template: use /Users/kiki/Desktop/脚本模板.docx when creating DOCX scripts. If it is missing, use assets/script-template.docx.
• If the user provides a specific outline or script template in the turn, use that instead of the default template.
• Preferred strong example: /Users/kiki/Desktop/【定稿】数码喵小葵-大疆Pocket 4P-版3.docx. Read references/preferred-script-pattern.md when writing or judging style.

Workflow

0. Preserve the script direction when using references

   • When the user asks to optimize a script based on a case study, first identify the current script direction, such as usage tutorial, product seeding, review, unboxing, vlog, or plot ad.
   • Borrow only the parts of the reference case that serve the current script direction. Do not copy the reference video's main hook, tone, or structure just because it performed well.
   • For usage tutorial scripts, opening micro-plots, pain points, and product introductions must lead into "why this tutorial is needed" or "how to use the product correctly." Lifestyle, beauty, outfit, or emotional hooks may be used only as light visual support when they help explain a required selling point.
   • When comparing "before vs after" options, label changes by what they improve for the original direction, not by how closely they imitate the reference case.

1. Extract requirements

   • Identify product name, platform, creator/account, target audience, duration, format, must-say points, must-show points, forbidden claims, deliverables, and deadline if present.
   • Separate required points from optional points. Do not bury required points in generic wording.
   • Note any numeric specs, compatibility claims, official names, hashtags, and mandatory exposure timing.

2. Map BF points to user scenarios

   • Convert each selling point into one of: pain point, use scene, before/after comparison, demonstration, checklist, mistake correction, or decision reason.
   • Avoid explaining parameters as isolated specs. Explain what the viewer can do, avoid, save, improve, or feel because of the feature.
   • Preserve exact product names and compliance-sensitive wording from the brief when the wording appears mandatory.

3. Build the short-video structure

   • Prefer one of two opening styles:
     • Beauty/visual-first: start with appealing product, creator, outfit, scene, or result shots, then reveal why the product matters.
     • Mini-plot contrast: use a simple scene to contrast desire/pain point, then introduce the product as the answer.
   • Use the opening to lead into the product quickly. Show the product early when the brief requires it, especially if it says the product must appear in the first 15 seconds.
   • Group middle sections by scenarios instead of listing features.
   • Explain selling points one by one through scenario blocks: scene -> problem/need -> product feature -> visible proof/result.
   • End with a callback to the opening or core product promise, then guide the viewer back to the product. Avoid empty slogan endings.

4. Write the script

   • Use direct, spoken Chinese. Keep sentences short enough to read aloud.
   • Make the tone natural, useful, lightly funny when appropriate, and creator-like rather than official brochure-like.
   • Keep visual instructions concrete: who appears, what object is shown, what action happens, what the editor should cut to, and what text appears.
   • For Douyin, prioritize hook, conflict, rhythm, visual proof, and strong scene transitions.
   • For Xiaohongshu, allow more decision context, usage notes, and recommendation texture, but keep it concise.

5. Audit coverage

   • Check every required BF point is represented in either visual/action, voiceover, or on-screen text.
   • Add BF标注：... to the relevant visual/action or on-screen text cell when the user needs client-review clarity.
   • If a required point cannot be naturally included, say which point is missing and suggest a short insert shot or line.

Output Format

Unless the user asks for another format, produce:

• Basic info: platform, direction, estimated duration, cover title, direct-post caption, shooting notes.
• Shot table: 镜号 | 景别 | 画面内容 | 口播/旁白 | 花字.
• BF coverage summary: covered points, weak points, missing points if any.

For DOCX scripts:

• Use the default template above unless the user provides another template.
• Preserve the table structure: metadata rows, 妆发、服装及拍摄背景参考, and the shot table columns 时长 | 景别 | 画面内容 | 画面内容 | 口播内容.
• Fill repeated wide rows consistently across merged-looking cells.
• Add enough shot rows for the script by duplicating the last row structure.
• Create a new version instead of overwriting the template unless the user explicitly asks to overwrite.

Style Rules

• Do not scold the viewer. Avoid hooks like "nobody watches you because..." if they feel personal or insulting.
• Do not make the script a feature list. Every feature needs a reason, scene, or proof.
• Do not use "第一步/第二步" unless the content is truly a tutorial and the user wants a step-by-step tone.
• Do not overuse vague words like "高级感", "质感拉满", "闭眼冲" unless they are supported by a concrete visual or reason.
• Prefer "拍摄会遇到什么问题 -> 产品怎么解决 -> 画面怎么证明" over "产品有什么功能".
• For product categories with strong appearance or lifestyle value, do not rush into parameters. Let the first seconds create visual desire or a small dramatic reason to care.
• Do not let visual desire override the assigned script direction. If the direction is usage tutorial, every opening hook should still point toward a tutorial problem, operation mistake, setup path, or usage scenario.
• Voiceover can be playful and admiring, but every emotional phrase should be tied to a visible shot or concrete benefit.
• Keep BF/compliance claims accurate. Do not invent numbers, compatibility, awards, pricing, or medical/financial safety claims.

Quality Bar

Before delivering, verify:

• The first 3-5 seconds have a clear hook.
• The product appears early if required.
• Each required BF point is covered and easy to find.
• The voiceover sounds like something a real creator would say.
• The visuals are shootable, not abstract.
• The script can pass client review without hiding required points.