A useful place to start

Bring the
signal.

A strong first conversation does not need a polished deck. Gather five practical inputs about your product, audience, and creative direction, and the application will be much easier to complete.

Start the application

Product context // Audience clarity // Hook direction // Format mix // Guardrails

The creative brief

Five inputs that make the first draft useful.

These are the same five brief questions in the application. You do not need perfect language—just enough context for a DTC or app-company direction to have something real to build on.

product_offer_context

What product or offer should the creative feature?

Give the team the product, offer, and moment the creative needs to make clear.

Example answerWe sell a $48 refillable mineral sunscreen; the first-order offer is 20% off.

target_audience_use_case

Who is the target audience and use case?

Describe who needs this, what is happening in their life, and when they reach for it.

Example answerParents of young kids who need a fast, low-friction morning routine before school and travel.

preferred_hook_direction

What hook direction should we explore?

Share an angle, tension, proof point, or opening that feels promising to your team.

Example answerLead with the five-minute routine and the gap between good intentions and a busy schedule.

desired_format_mix

What format mix do you want to test?

List the placements, aspect ratios, and creative types you want the first round to cover.

Example answer9:16 UGC video, founder voiceover, static product proof, and a 4:5 carousel.

brand_compliance_constraints

What brand or compliance constraints should we know?

Flag claims, words, visual rules, legal requirements, or territory the work must avoid.

Example answerUse substantiated SPF claims only; avoid “non-toxic” and before/after language; keep approved pack colors.

Illustrative example

One brief, one variant.

This fictional placeholder shows how a brief can become an organized ad variant. It is illustrative only—not client work, a case study, or a performance result.

Ad variant / Fictional example Illustrative only

Concept: The 10-minute reset
Hook: If your routine keeps slipping, start with a reset you can actually repeat.
Format: Founder voiceover / 9:16 short-form video
Testing hypothesis: Will framing the first step as a 10-minute reset make the routine feel more approachable?

Use this same structure to give your own creative brief a clear starting point.

Use this structure

Ready when you are

Bring what you know.
We’ll find the shape.

Take these prompts into the application and answer in plain language. The goal is a clear starting point for a thoughtful creative conversation.

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