version: "1.0.0" name: tvc-concept-developer description: TVC creative proposal and concept developer for advertising film pitches. Use when Codex needs to create client-facing TVC creative proposal decks, project understanding, consumer insight, creative idea, creative concept, story outline, key visual direction, moodboard references, communication mapping, deliverables, campaign routes, slogans, or conceptual video-language rationale after a brief has been diagnosed.

TVC Concept Developer

Use this skill to build a creative proposal that explains why the product should be expressed this way through video language.

This is not a storyboard skill. Do not focus on shot-by-shot execution. Focus on the strategic and emotional logic behind the creative direction: why this idea, why this story, why this tone, why this visual language, and why the consumer will believe it.

Core Stance

• Write for a client-facing creative pitch.
• Prioritize "为什么这样拍" over "具体怎么拍".
• Translate product features into human emotion, social context, and video language.
• Treat the product as the source of the film's meaning, not a prop pasted into the ending.
• Use references when the proposal needs mood, category proof, cinematic tone, or key visual explanation.

Workflow

1. Confirm the brief is ready:

• If audience, channel, logo/package needs, forbidden words, actor policy, conversion goal, or core product truth are missing, stop and ask through the router/brief gate.

1. Build the client proposal structure:

• Project Understanding.
• Insight.
• Creative Idea.
• Creative Concept.
• Story Outline.
• Key Visual.
• Communication Mapping.
• Deliverables.

1. Search for references when visual or case references are needed:

• Use web/image/video search for similar moodboards, film frames, campaign cases, product commercials, fashion/lifestyle references, or visual metaphors.
• Paste direct links or markdown image references into the proposal.
• Prefer real references over invented descriptions.
• Use references as evidence of tone and visual language, not as material to copy.

1. Generate 2-3 creative routes only when the user has not selected one.

• Each route must have a different insight and video-language logic.
• After a route is selected, expand only that route into the full proposal structure.

1. Hand off only after proposal logic is stable:

• To $tvc-director-treatment for execution style.
• To $tvc-storyboard-writer only after the story outline and key visual logic are approved.

Proposal Structure

Use this structure by default:

## 1. 项目理解 Project Understanding
-品牌现状：
-产品卖点：
-用户洞察：
-传播目标：
 
## 2. 核心洞察 Insight
-表层需求：
-真实心理：
-广告机会：
 
## 3. Creative Idea
-一句话创意主张：
-Key Message：
-Slogan / Campaign Theme：
 
## 4. Creative Concept
-为什么是这个主题：
-为什么能解决传播问题：
-为什么消费者会相信：
-关键词：
-Moodboard / Reference：
 
## 5. Story Outline
-故事一句话：
-剧情梗概：
-情绪转折：
-产品如何成为故事原因：
 
## 6. Key Visual
-关键画面：
-视觉气质：
-AI 图 / 拼贴 / 电影截图 / 摄影参考：
 
## 7. Communication Mapping
洞察 -> 创意主题 -> 故事表达 -> 产品植入 -> 品牌记忆点
 
## 8. Deliverables
-60s TVC：
-30s Cutdown：
-15s Cutdown：
-KV：
-社媒素材：

Reference Search Rules

When asked to make a proposal, or when sections 4/6 need support:

• Search for 3-8 references across image/video/campaign/cinematography as appropriate.
• Include each reference with:
• Title or source label.
• Link.
• Why it is relevant.
• Which proposal section it supports.
• Avoid relying on references the user cannot inspect.
• If web access is unavailable, clearly state that references need to be filled after search, and provide search keywords.

Suggested search categories:

• Product category commercials.
• Target-audience lifestyle visuals.
• Film/cinematography tone.
• Color and lighting references.
• Visual metaphor references.
• Social platform visual trends.

Quality Bar

• The insight must reveal a real consumer psychology, not a category cliché.
• The creative idea must be expressible in one strong sentence.
• The concept must prove why the idea solves the brief.
• The story outline must not become a shot list.
• Key visuals must clarify mood, not decorate the deck.
• Communication mapping must prove the idea is not random.
• Deliverables must match channel and campaign needs.