The six steps
Step 2, the brief board
The brief asks who the campaign is for, what it's about, looks you love and the people in it, and "Let the AI decide" fills any question you skip.
Updated · 1 min read
Your brief shapes the four directions and four people we show you next. Nothing gets made from this page.
Two ways to fill it in
- Let the AI decide: we work from your brand and your customer profile. You still choose what comes next.
- Let me decide: four short sections. Every question is optional, and each has "Not sure, let the AI decide".
The four sections
- Who it's for: your usual customer, or someone different.
- What it's about: what it's for, its story, its feel and when it runs.
- Looks you love: add images, screenshots or videos, or paste links. We take the feel and never copy the ad.
- People: the kind of people, their age, and anyone whose look you love. Every person we cast is original.
Tips
If you write only one thing, a few words about who it's for help most: their age, what they care about, where they'd see the ad.
- Step 1: Use the How should it feel? sliders. It starts at "Real, everyday", which tends to look more real than "Polished".
- Step 2: Say what a reference is for, like "only for how it's held, not the style".
- Step 3: Say what you don't want, too: "not surreal, nothing floating".
We never copy a real person. See what we never make.
If that didn't work
Not sure what to write? Choose Let the AI decide. Sent it and want to change something? See changing your brief.
Was this helpful?
Related
- Writing notes that get the change you wantA good note says exactly what's wrong and what you want instead, in plain words, like "younger, early 20s, less sweaty".
- What we never makeWe never make anyone under 18, explicit, violent or hateful content, a real or famous person, another company's logo or health claims your brand hasn't approved, and we never change your real product.
- Step 1, the foundation boardThe foundation board shows your brand bible, your main customer and your product, and you confirm each one or say what's wrong before we make any pictures.
- Changing your briefYou can change your brief for free until you lock your direction and cast, and after that your changes go in as notes on your boards, within your included rounds.