The Creative Brief
The brief is how you steer a creative. Creative Studio composes one idea, emotion-first, into a billboard-grade image — so a focused brief produces a stronger result than a long one. Every field except Extra direction is required.
Brand / product#
What you're advertising — the product or brand name. Keep it short (up to 100 characters).
Example: Acme — trail running shoes
Audience#
Who the creative is for. A concrete audience gives the creative a point of view (up to 100 characters).
Example: Weekend trail runners training for their first ultra
Goal#
The single job this creative should do. Pick exactly one.
| Goal | Use it when you want to… |
|---|---|
| Awareness | Get noticed and introduce the product to new eyes |
| Desire | Make people want it — lead with appeal and aspiration |
| Behavior change | Prompt an action, such as trying, switching, or buying |
| Repositioning | Shift how the product is perceived |
Emotional target#
The one feeling to lead with. Pick exactly one — a single emotion reads stronger than a mix.
| Emotion | Feels like… |
|---|---|
| Fear | Risk, urgency, what's at stake |
| Warmth | Comfort, care, human connection |
| Humor | Playful, light, memorable |
| Craving | Appetite, want, "I need this" |
| Awe | Scale, wonder, the extraordinary |
| Belonging | Community, identity, being part of something |
| Nostalgia | Memory, heritage, the familiar past |
| Aspiration | The better self, ambition, status |
| Calm | Ease, quiet, reassurance |
Extra direction (optional)#
Anything specific you want in the creative — a prop, a setting, a headline idea, a colour. Up to 300 characters. Leave it blank to let Creative Studio decide.
Example: Show the shoe mid-stride on a mountain ridge at golden hour
Brand (optional)#
Attach a saved brand to apply its logo, colours, voice, and safety rules automatically. When a brand logo is attached, it's added as one of the creative's reference images. See Branding for how to set one up.
Aspect ratio#
The output shape, chosen in the Format step. This is required before you can generate. See the table in the overview for which ratio suits which placement.