Ads Create: Campaign Concept & Copy Brief Generator

Generates structured campaign concepts and platform-specific copy from your brand

profile and optional audit data. Outputs

campaign-brief.md

for use by

/ads generate

.

Quick Reference

Command

What it does

/ads create

Full campaign brief →

campaign-brief.md

/ads create --platforms meta google

Brief for specific platforms only

/ads create --objective leads

Brief optimized for lead generation

Process

Step 1: Check for Brand Profile

Look for

brand-profile.json

in the current directory.

Found

Load and proceed.

Not found

Ask the user:

"I don't see a brand-profile.json in this directory. Would you like to:

Run

/ads dna

first to extract brand DNA automatically

Describe your brand manually (I'll create a basic profile from your description)"

If the user chooses manual, collect:

Brand name and website

Primary color (or "unsure")

3 words that describe the brand voice

Target audience (age, role, key pain point)

Main product/service offering

Step 2: Check for Audit Results

Look for

ADS-AUDIT-REPORT.md

or any

*-audit-results.md

in the current directory.

Found

Read them. Note the top 3 weaknesses (creative fatigue, tracking gaps, wasted spend) to address in concepts.

Not found

Continue without. Note in the brief: "No audit data found; concepts are generalized. Run

/ads audit

for weakness-targeted concepts."

Step 3: Collect Campaign Parameters

If

--platforms

or

--objective

flags were provided in the command, use those values

and skip the corresponding questions below.

Ask (combine into one message; omit any already provided via flags):

Platforms

Which ad platforms? (Meta · Google · LinkedIn · TikTok · YouTube · Microsoft · All)

Objective

Sales/Revenue · Leads/Demos · App Installs · Brand Awareness · Retargeting

Offer or brief

Any specific offer, promotion, or message to highlight? (optional)

Number of concepts

How many campaign concepts? (default: 3) Step 4: Select Copy Framework Read ads/references/copy-frameworks.md and recommend a framework based on campaign goal + platform + audience temperature: Framework Best For AIDA (Attention, Interest, Desire, Action) Cold audiences, awareness campaigns PAS (Problem, Agitate, Solve) Pain-point products, problem-aware audiences BAB (Before, After, Bridge) Transformation offers, coaching, fitness 4P (Promise, Picture, Proof, Push) Direct response, high-intent audiences FAB (Features, Advantages, Benefits) Product-focused, comparison shoppers Star-Story-Solution Brand storytelling, warm audiences Include the selected framework name in campaign-brief.md for the copy-writer agent. Step 5: Spawn Creative Agents in Sequence Agents must run sequentially ; copy-writer reads the file that creative-strategist writes, so running them in parallel creates a race condition on campaign-brief.md . Step 5a; Spawn creative-strategist (Task tool): This agent creates campaign-brief.md and writes the strategic sections:

Brand DNA Summary

,

Campaign Concepts

,

Image Generation Briefs

,

Next Steps

. Additional instructions for creative-strategist : For e-commerce businesses, also read skills/ads-plan/assets/ecommerce-creative.md and select the appropriate creative playbook (Product Launch, Sale/Promotion, Seasonal, Retargeting, Brand Awareness) Include banana domain mode recommendations in each Image Generation Brief (Product, Editorial, Cinema, UI/Web, or Portrait) Wait for creative-strategist to fully complete before continuing. Step 5b; Spawn copy-writer (Task tool): After creative-strategist completes, spawn copy-writer . It reads the existing campaign-brief.md and appends the

Copy Deck

section with platform-specific headlines, primary text, and CTAs. Additional instructions for copy-writer : Read ads/references/copy-frameworks.md and apply the selected framework structure to all ad copy Generate 2 framework variants per platform: primary (recommended framework) secondary (alternative for A/B testing) Wait for copy-writer to complete before proceeding to Step 6. Step 6: Review and Present After both agents complete, confirm campaign-brief.md exists and is complete. Present a summary to the user: ✓ campaign-brief.md generated Summary: Concepts: [N] campaign concepts created Platforms: [list] Copy deck: Headlines, primary text, and CTAs for each concept × platform Image briefs: [N] image generation briefs ready Next steps: 1. Review campaign-brief.md and adjust any messaging 2. Run /ads generate to produce AI images from the briefs 3. Upload copy and assets to your ad platforms campaign-brief.md Format Specification The following section headings are a parsing contract ; agents downstream depend on these exact heading names.

Campaign Brief: [brand_name] ** Generated: ** [date] ** Website: ** [website_url] ** Platforms: ** [comma-separated list] ** Objective: ** [objective] ** Concepts: ** [N]

Brand DNA Summary [3-sentence synthesis of brand-profile.json: voice, visual identity, target audience]

Audit Context [If audit data found: top 3 weaknesses being addressed] [If no audit data: "No audit data; run /ads audit for weakness-targeted concepts"]

Campaign Concepts

Concept 1: [Name] ** Hypothesis: ** [why this will work; 1 sentence] ** Primary Message: ** [core message; 1 sentence] ** Tone: ** [voice reading from brand-profile.json] ** Visual Direction: ** [2-3 sentences describing imagery] ** Target Platforms: ** [platforms and rationale] ** CTA: ** [call to action text] ** Addresses: ** [audit finding or "general brand awareness"]

Concept 2: [Name] [same structure] [repeat for all concepts]

Copy Deck [appended by copy-writer agent; headlines, primary text, CTAs per concept per platform]

Image Generation Briefs

Brief 1: [Concept Name]: [Platform] ** Prompt: ** [exact generation prompt] ** Dimensions: ** [WxH] ** Safe zone notes: ** [constraint or "None"]

Brief 2: [Concept Name]: [Platform] ** Prompt: ** [exact generation prompt] ** Dimensions: ** [WxH] ** Safe zone notes: ** [constraint or "None"] [one brief per concept × platform combination]

Next Steps

1.

Review all concepts and select which to move forward with

2.

Run

/ads generate

to produce images from the briefs above

3.

Adjust CTAs and offers in the copy deck for your specific promotion

4.

Upload final assets to your ad platform managers

Quality Gates

Minimum 3 concepts

(unless user requests fewer)

Distinct angles

no two concepts share the same primary message angle

Platform fit

concepts targeting TikTok must acknowledge vertical-only format and sound-on context

Offer anchoring

if the user provided a specific offer, at least 1 concept must lead with it

Image briefs

every concept must have at least one image brief per requested platform Meta Andromeda Optimization For Meta campaigns: recommend diverse creative concepts (different motivators, visual styles, messaging angles) to maximize Andromeda retrieval. Similarity Score >60% between ads triggers clustering and suppression. Platform Character Limits Verify platform character limits are current. Meta reduced headline display length on mobile in 2025.