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

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 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):

1. Platforms: Which ad platforms? (Meta · Google · LinkedIn · TikTok · YouTube · Microsoft · All)
2. Objective: Sales/Revenue · Leads/Demos · App Installs · Brand Awareness · Retargeting
3. Offer or brief: Any specific offer, promotion, or message to highlight? (optional)
4. 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:

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.