Skill v1.0.2
currentAutomated scan100/100~2 modified
version: "1.0.2" name: ads-create description: "Campaign concept and copy brief generator for paid advertising. Reads brand-profile.json and optional audit results to produce structured campaign concepts, messaging pillars, and copy briefs. Outputs campaign-brief.md to the current directory. Run after /ads dna and before /ads generate. Triggers on: create campaign, campaign brief, ad concepts, write ad copy, campaign strategy, ad messaging, creative brief, generate concepts." user-invokable: false tested_date: 2026-05-17 tested_with: claude-code v2.x
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.
Operates under the 10-Principle Thinking Framework (see ads/references/thinking-framework.md). LISTEN to the brand voice before typing; FEEL the emotional resonance of every headline and CTA; CREATE the deliverable — do not hedge concepts so heavily that the next person has to do the work. Spec compliance without emotional pull is a fail.
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: > 1. Run /ads dna <url> first to extract brand DNA automatically > 2. 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 auditfor 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.mdand 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 generatedSummary:Concepts: [N] campaign concepts createdPlatforms: [list]Copy deck: Headlines, primary text, and CTAs for each concept × platformImage briefs: [N] image generation briefs readyNext steps:1. Review campaign-brief.md and adjust any messaging2. Run `/ads generate` to produce AI images from the briefs3. 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 Steps1.Review all concepts and select which to move forward with2.Run `/ads generate` to produce images from the briefs above3.Adjust CTAs and offers in the copy deck for your specific promotion4.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.